"Growth has no limit at Reliance. I keep revising my vision. Only
when you can dream it, you can do it."
Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002
The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest private
sector enterprise, with businesses in the energy and materials value chain. Group's annual
revenues are in excess of USD 27 billion. The flagship company, Reliance Industries Limited, is a
Fortune Global 500 company and is the largest private sector company in India.
Backward vertical integration has been the cornerstone of the evolution and growth of
Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward
vertical integration - in polyester, fibre intermediates, plastics, petrochemicals, petroleum
refining and oil and gas exploration and production - to be fully integrated along the materials
and energy value chain.
The Group's activities span exploration and production of oil and gas, petroleum refining and
marketing, petrochemicals (polyester, fibre intermediates, plastics and chemicals), textiles and
Reliance enjoys global leadership in its businesses; The Group exports products in excess of USD
15 billion to more than 100 countries in the world. There are more than 25,000 employees on
the rolls of Group Companies. Major Group Companies are Reliance Industries Limited
(including main subsidiaries Reliance Petroleum Limited and Reliance Retail limited) and
Reliance Industrial Infrastructure Limited.
Reliance Industries Limited is India's largest private sector conglomerate (and second largest
overall) with an annual turnover of US$ 35.9 billion and profit of US$ 4.85 billion for the fiscal
year ending in March 2008 making it one of India's private sector Fortune Global 500
companies, being ranked at 206th position (2008).  It was founded by the Indian industrialist
Dhirubhai Ambani in 1966. Ambani has been a pioneer in introducing financial instruments like
fully convertible debentures to the Indian stock markets. Ambani was one of the first
entrepreneurs to draw retail investors to the stock markets. Critics allege that the rise of
Reliance Industries to the top slot in terms of market capitalization is largely due to Dhirubhai's
ability to manipulate the levers of a controlled economy to his advantage.
Though the company's oil-related operation forms the core of its business, it has diversified its
operations in recent years. After severe differences between the founder's two sons, Mukesh
Ambani and Anil Ambani, the group was divided between them in 2006. In September 2008,
Reliance Industries was the only Indian firm featured in the Forbes's list of "world's 100 most
Subsidiaries of RIL
Ranger Farms Limited
Retail Concepts and Services (India) Private Limited
Reliance Global Management Services (P) Limited
Reliance Ghatraj Services
Reliance Engineering Associates (P) Limited.
Reliance Retail Limited
Reliance is gearing up to revolutionize the retailing industry in India. Towards this end, Reliance
is aggressively working on introducing a pan-India network of retail outlets in multiple formats.
A world class shopping environment, state of art technology, a seamless supply chain
infrastructure, a host of unique value-added services and above all, unmatched customer
experience, is what this initiative is all about.
The retail initiative of Reliance will be without a parallel in size and spread and make India
proud. Ensuring better returns to Indian farmers and manufacturers and greater value for the
Indian consumer, both in quality and quantity, will be an integral feature of this project. By
creating value at all levels, we will actively endeavour to contribute to India's growth.
The project will boast of a seamless supply chain infrastructure, unprecedented even by world
standards. Through multiple formats and a wide range of categories, Reliance is aiming to touch
almost every Indian customer and supplier.
With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small
shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to lead
Reliance Group’s foray into organized retail.
With a 27% share of world GDP, retail is a significant contributor to overall economic activity
across the world. Of this, organized retailing contributes between 20% to 55% in various
developing markets. The Indian retail industry is pegged at $ 300 billion and growing at over
13% per year. Of this, presently, organized retailing is about 5%. This is expected to grow to 10%
by 2011. RRL has embarked upon an implementation plan to build state-of-the-art retail
infrastructure in India, which includes a multi-format store strategy of opening neighbourhood
convenience stores, hypermarkets, and specialty and wholesale stores across India.
RRL launched its first store in November 2006 through its convenience store format ‘Reliance
Fresh’. Since then RRL has rapidly grown to operate 590 stores across 13 states at the end of FY
2007-08. RRL launched its first ‘Reliance Digital’ store in April 2007 and its first and India’s
largest hypermarket ‘Reliance Mart’ in Ahmadabad in August 2007. This year, RRL has also
launched its first few specialty stores for apparel (Reliance Trends), footwear (Reliance
Footprints), jewellery (Reliance Jewels), books, music and other lifestyle products (Reliance
Timeout), auto accessories and service format (Reliance AutoZone) and also an initiative in the
health and wellness business through ‘Reliance Wellness’. In each of these store formats, RRL is
offering a unique set of products and services at a value price point that has not been available
so far to the Indian consumer. Overall, RRL is well positioned to rapidly expand its existing
network of 590 stores which operate in 57 cities.
During the year, RRL also focused on building strong relationships in the agri-business value
chain and has commenced marketing fruits, vegetables and staples that the company sources
directly to wholesalers and institutional customers. RRL provides its customers with high quality
produce that has better shelf life and more consistent quality than was available earlier. RRL has
made significant progress in establishing state-of-the-art staples processing centres and expects
to make them operational by May 2008.
Through the year, RRL also expanded its supply chain infrastructure. The Company is fully
geared to meet the requirements of its rapidly growing store network in an efficient manner.
Recognizing that strategic alliances are going to be a key driver to its retail business, in FY 2007-
08, RRL established key joint ventures with international partners in apparel, optical and office
products businesses. Further, RRL will continue to seek synergistic opportunities with other
international players as well. This year, RRL will continue its focus on rapid expansion of the
existing and other new formats across India.
Popular Profiles at Reliance Retail
Mr. Mukesh Ambani Chairman&Managing Director
Nikhil R Meshwani Executive Director
Hital R Meshwani Executive Director
Madhumita Mohanti Deputy General Manager
Akashay Lokhande Area Manager-Operation &Sales and NSO
Devandra Chawla Vice-President-Business Head, Merchandise
Zubin Nowrojee, Mangement State Head Category
Formats of Reliance RETAIL
Reliance Timeout and Reliance Super,
APKA FRESH APKE PADAOS ME
Reliance fresh is the retail chain division of reliance industries of India which is headed by
Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into
almost every metropolitan and regional area of India. Reliance plans to invest rs 25000 crores in
the next 4 years in their retail division and plans to begin retail stores in 784 cities across the
country. The reliance fresh supermarket chain is ril’s rs 25,000 crore venture and it plans to add
more stores across different g, and eventually have a pan-India footprint by year 2011. The
super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy
products and also will sport a separate enclosure and supply-chain for non-vegetarian products.
Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job
opportunities to a million people, according to the company. The company also has plans to
train students and housewives in customer care and quality services for part-time jobs.
We can see many examples of businesses where, first we grow and then think of expanding but
Reliance is quite different. Reliance has developed such huge amount of resources and capital
over the years that whenever it steps into any segment it is not required to wait for growing
signal, that’s why it always thinks of expanding without any boundaries. Reliance retail is next
Step by RIL which will be a pan India project.
Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by
Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into
almost every metropolitan and regional area of India. Reliance plans to invest Rs 25000 crores
in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the
country. The Reliance Fresh supermarket chain is RIL’s Rs 25,000 crore venture and it plans to
add more stores across different g, and eventually have a pan-India footprint by year 2011.
The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and
dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian
products. Besides, the stores would provide direct employment to 5 lakh young Indians and
indirect job opportunities to a million people, according to the company. The company also has
plans to train students and housewives in customer care and quality services for part-time jobs.
The company is planning on opening new stores with store-size varying from 1,500 sq ft to
3,000 sq ft, which will stock fresh fruits and vegetables, staples, FMCG products and dairy
products. Each store is said to be within a radius of 1-2 km of each other, in relation to the
concept of a neighbor store. However, this is only the entry roll-out that the company has
planned. Bangalore is said to have 40 stores in all by the end of the year.
In a dramatic change due circumstances prevailing in UP, West Bengal and Orissa, It was
mentioned recently in News Dailies that, Reliance Retail is moving out stocking. Reliance Retail
has decided to minimize its exposure in the fruit and vegetable business and position Reliance
Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer
durables, IT, wellness and auto accessories, with food accounting for the bulk of the business.
The company may not stock fruit and vegetables in some states, Orissa being one of them.
Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided
not to compete with local vendors partly due to political reasons, and partly due to its inability
to create a robust supply chain. This is quite different from what the firm had originally
planned. When the first Reliance Fresh store opened in Hyderabad last October, not only did
the company said the store’s main focus would be fresh produce like fruits and vegetables at a
much lower price, but also spoke at length about its “farm-to-fork’’ theory. The idea the
company spoke about was to source from farmers and sell directly to the consumer removing
middlemen out of the way.
FARM TO FORK
The Reliance retail company sources say it is setting aside Rs 50,000 crore to build its
farm-to-fork linkage. Reliance has drawn up plans for a presence in 784 towns and 6,000
mandi (wholesale market) towns with 1,600 rural business hubs to service these. It has
already rolled out 177 Reliance Fresh stores across major towns in 11 states. According
to a company report, RIL is targeting a turnover of Rs 40,000 crore in the next few years.
TRADITIONAL MODEL OF RETAIL RELIANCE “FARM
SUPPLY CHAIN MODELS of Reliance Retail
Reliance started its retail operations of Reliance Fresh stores with following supply chain
model. Procuring directly from the farmers and operating with moderate margin but mass
selling was key to Reliance fresh operation for first few months. The following figure depicts the
first Reliance fresh model.
FARMERS FARMERS FARMERS
CATEGORY CATEGORY CATEGORY
1 2 3
Farmers Own Transportation COLLECTION Farmers Own Transportation
Reliance own Logistics Reliance own Logistics
RELIANCE FRESH RELIANCE FRESH RELIANCE FRESH
OUTLETS OUTLETS OUTLETS
WHOLESALE TRADING (WST) :
Reliance formalized its second supply chain model to shift itself from grocery retailer to
grocery supplier by focusing and establishing itself in Mandi’s.
STEPS IN WTS MODEL:
1) Reliance has owned farms on contract basis for production of specific crop which is
decided after extensive research depending on
RETURN OVER COSTS INCURRED.
So as to yield best possible results.
2) Different vegetables and fruits from such farms are collected through reliance own
Logistics and brought to collection Processing centres where quality check and other
required processing is done.
In processing centres workers wearing balaclavas, woollen trousers and bulky jackets work
inside a room kept at a constant 3oC, peeling and chopping vegetables, spinning them dry
and then heaping them in small plastic packets before placing them in plastic transport
crates. At the other end of the 5,000-sq-m warehouse, men unload crates of fruits from a
truck pulled up to a spotless loading dock. A quality-control expert samples every tenth
crate; if the fruits are good a team will ready them for delivery within hours to Reliance
fresh stores around different places like U.P and as far away as Hyderabad and even
Mumbai (formerly Bombay). If they are not, workers will inspect the entire shipment and
discard anything below standard.
3) Merchandise from these collection processing centers are collected and loaded for
Wholesale mandi’s. As this merchandise is to be made available by 4 A.M in morning thus
deliveries in trucks are sent at time depending upon
TRANSIT TIME. – Time required reaching destination i.e. mandi’s.
MARGIN TIME. – Time period between a truck reaching mandi and then Unloads.
Can be 2 to 3 hours.
LOADING AND UNLOADING TIME.
4) From mandi’s where the trucks have been unloaded, roadside vendors and pull carters
Buy fruits and vegetables to supply in households.
5) In case still some vegetables and fruits are not sold reliance logistics own
Transportation sends them to reliance fresh stores.
The Indian retail market accounted for $ 200 billions. Food accounts for over two-thirds of
the $200-billion Indian retail market.
Yet, it has seen less than 1 per cent penetration by modern retail so far.
Reliance industries which always looking for new business opportunities just started a new
era with its introduction of new concept stores named Reliance Fresh with opening
convince store in high streets of Banjara hills of Hyderabad. Reliance Fresh is very different
from what modern retail has offered in India so far and with this reliance is planning to
establish strong retail network in India in food and farm sector.
They have started with new eleven stores in the last week and they are thinking to add 100
More stores to their feather by the end of this year.
Let’s do a SWOT analysis on the Reliance Fresh.
Reliance is the first into enter into this unorganized sector of vegetables and fruits. According
to them its intentions to have100% farm fresh foods in their new retail stores. It is also adding
shortly a juice bar, and even a large counter for puja flowers. In fact, over 60 per cent of the
floor space has been dedicated to fresh fruits and vegetables, the rest to other food products
like staples, spices, bakery, etc. But reliance has decided not to add any bar soap or toothpaste
and detergent in its shelves. So by using this strategy they are positioning themselves different
from other players of the industries like Food world, Big Bazaar and Nilgiris. But over come the
short comings of these specialized stores they are also introducing new Reliance full-fledged
supermarket called Shakhari Bhandar which offers each and everything from the staple to
soap. Most of the staples are under its own private label brand — ‘Reliance Select’. There is a
500g channa dal pack priced at Rs 28, a 500g urad dal pack for Rs 39, all under Reliance’s own
brand. Excepting a few packets of Nestle’s Maggi, or MTR’s masalas or Pepsi’s Lays chips, there
is very little shelf space given to the big brand owners in the country. Reason: private labels
offer far better profit margin to the retailer than branded products of FMCG companies. Most
of these outlets will need only 2,000-5,000 sq. ft. A supermarket may need as much as 8,000-
10,000 sq. ft.
This is definitely an interesting business venture but it may miss out on the opportunity to
capture a greater share of the customer’s wallet. For customers, too, this could be irksome, as
they would have to visit another store to pick up essentials. Reliance could easily fix this
problem by adding a few small counters for some basic non-food products. According to their
official this format is not final one they are accepting the new changes which are required to
attract the large number of customers.
Reliance wants to build a high-profitability business and food is, perhaps, the best venture to
start. That is because the Indian food supply chain is grossly inefficient. There are several
intermediaries, each of whom adds his own profit margin to the cost. Besides, there is huge
wastage in transit. This offers potential for savings and profits. To reduce the cost and increase
the profit it has been sourcing out its requirements from the farmers. For example, the leafy
vegetables, brinjals, tomatoes and green chilies in the Banjara Hills outlet were sourced
directly from farmers in Vantimamdi, Chevella and nearby mandals in Ranga Reddy district of
Andhra Pradesh. The supply chain already has been backed by few hundred farmers the
number is estimated to touch million in next five years. The main aim of the reliance is to
eliminate the intermediaries in the sector and reduce the cost. Smaller stores have two
advantages. They bring down the cost of real estate (and increase profits). It is easier to find
space for small convenience stores in a quiet neighbourhood than for supermarkets in high
This model is engineered to clock a faster turnover of inventory — Reliance expects consumers
to visit the store at least twice a week for their top-up groceries. Each store will have an
investment of Rs 50 lakh to Rs 60 lakh. Unlike global retailers who operate on thin margins,
Reliance Retail is looking at a fairly high-margin business model. Deliberately stopped short of
being a full-fledged supermarket rather, it has limited itself to a food and grocery convenience
store. They also have a threat from the existing supermarkets which provides all the services
to its customers. For Example Food world and Nilgiris also provides food and beverages with
other personal care products. These convince are not existed in the present Reliance retail
CORPORATE SOCIAL RESPONSIBILITY
Today when most of the companies are busy in making profits by any means, there are few
Ones who are focused to return this society, a part of what they have earned through this
society. Reliance retail is one of them. Following efforts of reliance retail are aimed at
benefiting the society making reliance socially responsible:
1) Reliance Retail aims at recruiting people from the underprivileged community in society.
"Hence, we are planning to train students from corporation schools and schools run by
NGOs. And, we consider this as a part of our corporate social responsibility," he said.
Asked whether the company will take students on an employment basis and pay them
a stipend during the course period, he said that actually, it is planning to charge a "small
fee" from those who want to join the course "as we want to bring in some discipline and
regularity among the students", and will reimburse that once they are inducted into
2) Farming in India is highly fragmented and subject to harsh climatic conditions: once
harvested, it is very difficult to keep fruits and vegetables fresh. To secure high quality,
Reliance Retail is directly sourcing fresh agricultural produce from thousands of farmers
from villages through Collection Centers.
With this concept, Reliance has built a business model generating shared value that links
the company supply chain more closely to poor farmers in Indian villages. Reliance is
providing a guaranteed market for the farmers’ produce, reducing transaction costs and
training the farmers in better and sustainable farming practices. This initiative results in
higher income and upgrading of skills for the farmers, and reduced spoilage of produce
(up to 35 percent) and better quality products f or Reliance retail stores.
3) Reliance retail has adopted “farm to fork” theory which means it is procuring directly
from the farmers thus offering them quite reasonable prices for their produce as now no
intermediaries are involved. In return Reliance is giving farmers information about how can
farmers improve their productivity. They have centers in villages who apart from providing
information make farmers aware of market rates of different crops so that farmers can choose
crops they want to sow to become profitable. Farmers are provided technical help as well like
information about quality of seeds and fertilizers.
To study consumer buying behaviour reliance fresh customer of Delhi
To know about the consumer awareness towards Reliance fresh.
To make a comprehensive study of Reliance Fresh &know the Buying behaviour & of Reliance
Type of research
Descriptive type research has used to complete the project. This research is base on fact
finding enquires and the variables are totally independent and uncontrollable.
Primary data of research are collected from direct resources (customer of Reliance fresh)
Secondary Data which are used for research to know the history scop of Retail industry are
collected from already available resources like net and other sources
Universe of this research is reliance fresh customer of Delhi.
Random sampling is used for research project. I have given equal weightages to my all
respondent and chose them randomly without any biased like gender, age, income culture.
425 respondents has selected as sample size for research.
Data representation technique and tools
Columns chart & Pie chart has used for representation.
Understanding The Buying Behaviour Of Reliance Fresh
Purchase decision making pattern that is a complex amalgam of needs and desires, and is
influenced by factors such as the consumer's (1) societal role (parent, spouse, worker, etc.), (2)
social and cultural environment and norms, and (3) aspirations and inhibitions.
Buying Behaviour is in the Advertising, Marketing, & Sales and Purchasing & Procurement
Buying Behaviour appears in the definitions of the following terms: marketing research,
advertisement (ad), ACORN, economic environment, activities, interests, opinions (AIO) and
Buying Behaviour appears in these other term: consumer buying behaviour.
Model of Buying Behaviour
Marketing Other Buyer’s Buyer’s Buyer’s
Stimuli Stimuli cs Decision Decision
Product Economic Cultural recognition Product choice
Price Technological Social Search Brand choice
Place Political Personal Evaluation Dealer choice
Promotion Cultural l Decision Purchase timing
Post purchase amount
When I have analysed the model of buying Behaviour finding that people of DELHI are
influenced by the marketing stimuli (4 P’s) people are focused on price rather than product,
place and promotion, other factor which influenced people is the technological advancement.
culture Groups Psychological
Cycle Stage Motivation
Subculture Family Economic Perception
Life Style Attitudes
Roles and Personality BUYER
Social Class Self Concept
Reference groups can have potent influence on behaviour in general, and they may also be very
influential on consumer behaviour, considering the ‘Consumer Goods Segment’. Family and
friends in specific are considered before making a decision about purchasing a product. But
their purchase decision depends completely on self-opinion.
Where reference groups’ influence is operative, the advertiser should stress not only the
people who buy the product but also those who influenced the purchasing decision.
The process may be viewed as starting when the consumer engages in problem recognition.
Problem recognition occurs when the consumer is activated by awareness of a sufficient
difference between his / her concept of ideal situation. The action occurs only when the
consumer perceives a sufficiently large discrepancy between the actual and ideal states.
Given that the consumer is aroused to action, the next state is internal search for a quick and
largely unconscious review of memory for stored information and of an experience regarding
the problem. This information in the form of beliefs and attitude influence the consumer’s
preference towards band. If an internal search does not provide sufficient information about
Products, or how to evaluate them, the consumer continues with a more involved external
search for information.
Any information stimuli are then subjected to information processing activities. This process
involves allocating attention to available stimuli, deriving meaning from these stimuli. The
alternating evaluation phase involves comparing the information gained in the search process
for alternative product and brands to the product judging criteria on standards the consumer
has developed. When such a comparison leads to favourable evaluations, the consumer is likely
to develop a purchase intention towards that alternative that received the most favourable
A purchase process follows strong purchasing intentions. This involves a series of selection,
including the type of retail outlet as well the specific brand on service to use. The consumer’s
purchase then leads to various outcomes. One such outcome is satisfaction as a result of direct
experience in using the brands. Satisfaction will affect the consumer’s belief about the brand.
Other outcome is dissatisfaction and post sale doubt.
Many ad agencies conducted an in-depth study of consumer buying behaviour and found that
they all crave for peer acceptance and parental non-influence. Beyond this they are an enigma.
(1). Gender of the consumer
Male & Female
Data collected for this questionnaire to know the gender of customer of reliance fresh.
Data collected for project from 425 responded in which 275 are female which are 64.7% and
150 are male which are 35.29% of total respondent
In total respondent we analyses that most of the customer in this store is female and their
demand always consider at the time of taking the decision. Company should try to attract new
male customer by provide new scheme on their customer.
(2). Age of customer
10-20 21-50 51&
123 230 72
10-20 21-50 51& above
Data collected for this questionnaire to know the age of customer of reliance fresh .
Data collected for project from 425 responded in which 123 are the age between 10-20 which
are28.9% and230are between age of 21-50 which are54.29%and 72 are between age of 51 &
above which are 16.9 % of total respondent.
In total respondent we analyses that most of the customer are youth in my observation I
found that most new people believe in convenience shopping It help the company to keep
management such type which understand the problem of customer easily and rectify the
(3). How offer do you shop
Daily ( ) week ( ) fortnightly ( ) once in month ( )
Daily Week Fortnightly Once in
22 224 89 90
Daily Week Fortnightly Once in month
Data collected for this questionnaire to know the shopping behaviour of customer of reliance
Data collected for project from 425 responded in which 22 are like to purchase daily which
are5.1% and224arelike to purchase weekly which are52.27%and 89 are likely to purchase
fortnightly which are 20.9%, 90 likely to purchase once in a month which are21.17% of total
In total respondent we analyses that most of the customer are likely to purchase on weekend
.in my observation I found that more scheme should be provided on weekend.
(4).What do you mostly shop for at mentioned
Vegetables ( ) Grocery ( ) cosmetic product ( ) all product ( )
Vegetable Grocery Cosmetic All product
108 96 21 200
Data collected for this questionnaire to know the products which are like to purchase by the
Data collected for project from 425 responded in which 200 customer are
like to purchase all product which are47.00% and108 are like to purchase vegetables which
are25.41%and 96 are likely to purchase grocery 22.5 which are 22.58.%, 21 likely to purchase
cosmetic product which are4.9% of total respondent
Interpretation- In total respondent we analyses that most of the customer are like to
purchase all product in the store. Company should try to retain the customer. And should
increase the variety o cosmetic product& grocery.
(5). Preference of shopping?
Quality ( ) Brand ( ) Price ( ) one stop shop( )
Quality brand Price One stop shop
102 134 59 130
One stop shop
Data collected from this questionnaire to know the preference the shopping.
Data collected for project from 425 responded in which 134 customer are believe in reliance
brand which are 31.50% and 130 are like to purchase in one stop shop which are 30.54%and
102 are like to purchase quality product which are 24.00%, only 59 respondent consider price
which are 13.08.%.
In total respondent we analyses that most of the customer are believe in reliance brand like to
purchase qualitative product in stop shop. Here I observed that people want to purchase fresh
and original product and want better service.
(6). which store do you kept in preference for
Reliance Fresh ( ) Big apple ( ) other ( ) Local market( )
Local market Reliance fresh Big apple Other
244 83 80 18
Reliance fresh Big apple Local market other
Data collected from this questionnaire to know the preference of the purchasing (comparison
of store to other).
Data collected for project from 425 responded in which 244 customer are like to purchase
from local market which are57.74% and 83 are like to purchase from reliance fresh which
are19.51%and 83 are likely to purchase from Big apple which are 18.82.%, 18 likely to
purchase other which are4.2% of total responden
In my observation I found till today organised retail sector didn’t penetrate the market.
Company should try to open new convenience store and provide more scheme and good
service to customer to penetrate the market. Initial it may be costlier, but it will give long term
(7). Do advertisement and promotion influence your
Yes ( ) No ( )
Data collected from this questionnaire to know the effect of promotion scheme on purchasing.
Data collected for project from 425 responded in which 390 customer are like promotion
scheme which are91.76% and 35 are those people which say promotion scheme doesn’t effect
In my observation I found promotion scheme is must to sustain customer attract customer &
influence the purchasing.
(8). Are Promotion scheme easy to understand
Yes ( ) NO ( ) some time ( )
Yes no Some time
218 89 118
Data collected from this questionnaire to know display of promotion scheme.
Data collected for project from 425 responded in which 218 customer say yes which
are51.29% and 89 are those which say no which are 20.94 and 118 say some time.
Company should try making promotion scheme easy understandable, promotion scheme
should be in both in English & Hindi.
(9).How likely are you to recommend Reliance
Fresh to a friend or relative? Would you say the
Excellent ( ) Good ( ) Fair ( ) Poor ( )
Excellent Good Fair Poor
29 198 190 8
Excellent Good Fair Poor
Data collected from this questionnaire to know the satisfaction level of customer .
Data collected for project from 425 responded in which 29 customer say excellent which
are6.8% and19 8 say good which are 46.6%, 190 say fair which are 44.7% and 8 customer are
those say poor
In my observation I found that only 46.6% customer are fully satisfied from the store
company should try satisfy the customer by providing better service and rectify their problem
Which form of advertisement do you think is
Print ( ) TV ( ) Radio ( ) telephone ( )
Print TV Radio Telephone
74 119 56 176
print TV Radio Telephone
Data collected from this questionnaire to know the better advertisement mode of promotion.
Data collected for project from 425 responded in which 119 customer say TV which are28%
and 74 say print which are 17.4%, 56 say Radio which are 13.17% and 176 customer are say
According responded result company can choose telephone as best for advertisement and call
indusial for attracting the customer.
(11). Did you get help from CSA when asked?
Yes ( ) No ( ) some time ( ) Never ( )
Yes NO Some time Never
192 95 124 14
yes NO Some time Never
Data collected from this questionnaire to know about CSA performance.
Data collected for project from 425 responded in which 192 customer say yes which are
45.1% and 95 say no which are 22.35%, 124 say some time which are 29.17% and 14customer
are say never which are 3.25%.
According respondent customers are not fully satisfied company should recruit new skilled
employee for better performance.
1-Mazority of customers here is female.
2- Majority of customers are young.
3-Majority customers like to purchase all goods from Reliance fresh.
4- Customers like one stops shopping.
5-Local market till today is the first choice of customer.
6-Advertisement is the biggest way to attracting the customer.
7-Promotion scheme not so easy to under stand for customer.
8-Most of customer is not fully satisfied with store.
9-Tele phone is the best way for attracting the customer.
10 Shortages of skilled workers.
The project has some limitations because it is totally based on efforts of
individuals. Peoples may be careless and may not give correct answer to the questions,
because of so many reasons.
It is totally based on personal efforts of individuals.
Some of the consumers are unable to understand the questionnaire.
Language is one of the worst problem, some of the consumers are unable to
Some consumers are not interested in filling questionnaire.
1- More promotion scheme should be used to penetrate the market.
2- Skilled employees should be higher because mostly customers are young.
3- Promotion scheme should in such way that customer can understand easily.
4- Service of store should be providing in such way which full the need of the
1- How offer do you shop
Daily ( ) week ( ) fortnightly ( ) once in month ( )
2- What do you mostly shop for at mentioned store
Vegetables ( ) Grocery ( ) cosmetic product ( )
3- Which store do you shop?
Reliance Fresh ( ) Big apple ( ) other ( ) Local market
4- Preference of shopping
Quality ( ) Brand ( ) Price ( ) one stop shop
5- Do advertisement and promotion influence your shopping decision
Yes ( ) No ( )
6- Are Promotion scheme easy to understand
Yes ( ) NO ( ) some time ( )
7- How likely are you to recommend Reliance Fresh to a friend or relative? Would you
say the chances are?
Excellent ( ) Good ( ) Fair ( ) Poor ( )
8- Are the Price of Reliance fresh is lower than the other competitor
Yes ( ) No ( ) Equal ( ) no idea ( )
9- Which form of advertisement do you think is most effective?
Print ( ) TV ( ) Radio ( )
10- Did you get help from CSA when asked?
Yes ( ) No ( ) some time ( ) Never ( )
Marketing Research – Paneerselvam
Research Methodology – C.R Kothari
Principles of Marketing – Philip Kotler