2. Reliance Fresh.doc

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IN PARTIAL FULFILLMENT FOR THE DEGREE OF MASTER OF BUSINESS

ADMINISTRATION

Submitted By

DEEPAK KUMAR SAHU

Regd. No. : 23/605/09

Roll No. : 10MBA642

Guidance Of:

Mr. Dibyendu Panda

Store Manager

Satyabrata SahuNICE, al!"er

##CE, SAMBA$%&R &NI'ERSI(

MBA)09 1


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S&BMIE# B(: #EE%A* *&MAR SA+& / R$$ N: 10MBA642

CERTIFICATE

This summer training report is submitted byDeepak Kumar Sahu of

MBA 1st Year bearing the Roll No. 10MBA64 under !!"#$

%ambalpur &ni'ersity and for(arded for e'aluation.

)nternal e*aminer #*ternal e*aminer

MBA)09 2


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CERTIFICATE FROM ORGANIZATION

This is to certify that the summer training report entitled, Customer

Potential Analysis of Reliance Freshis a Bonafied record of Interim

report carried out by Deepak Kumar Sahuat NICE, TALCHER Bearing

Roll No !"#BA$%& of has successfully completed his pro'ect for the

partial fulfillment of #BA( He has )or*ed sincerely in this duration and

has completed the summer pro'ect successfully(

+e )ish him all the best in his career(

Dibyendu Panda-tore #anager.

MBA)09 3


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CERTIFICATE FROM THE GUIDE

This is to +ertify that (or, entitled -Customer Potential Analysis of Reliance Fresh is a

pie+e of (or, done by DEEPA UMAR !AHU under my guidan+e and super'ision for

the partial fulfillment of degree of MBA$ N)"#$ Tal+her.

To the best of my ,no(ledge and belief the thesis

a. #mbodies the (or, of the +andidate himself.

b. /as duly been +ompleted.

+. ulfills the reuirements of the rules and regulations relating to the summer internship

of the institute.

d. )s up2to the standard both in respe+t to +ontents and language for being referred to the

e*aminer.

Signature of the Faculty Guide

Satyabrata Sahu

MBA)09 4


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DEC"ARATIO#

) !eepa, 3umar %ahu student of N)"#$ Tal+her de+lare that the summertraining proe+t report entitled $Customer Potential Analysis of Reliance

Fresh%(ith spe+ial referen+e toReliance Freshis the produ+e of my sin+ere

effort. This %ummer )nternship 5roe+t Report is submitted by me alone$ at

N)"#$ Tal+her$ for the partial fulfillment of the +ourse MBA$ and has not been

submitted to any other edu+ational institutions for any other purpose.

Deepak Kumar Sahu

MBA)09 5


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AC#O&"EDGEME#T

ratitude and than, gi'ing are a part of formal proto+ol (hi+h is needed to be follo(ed (hile

preparing a proe+t report. or this the first and foremost ) am than,ful to THE A"MIGHT'

(ho ga'e me a great opportunity to do this proe+t and ma,ing this proe+t a su++ess.

) ta,e this opportunity to e*press my gratitude to Mr% !ARAT MEHER 7 /R2 TRA)N##(

Reliance Fresh8 9 Mr% DI)'E#DU PA#DA *!TORE MA#AGER( RE"IA#CE

FRE!H+for gi'ing his guidan+e$ full support and time to +omplete this summer proe+t. /is

(ords$ e*perien+e and method of moti'ating the trainees al(ays moti'ate me to do

something better (ith professionalism. ) also than, to him for not only allo(ing in this

organi:ation as summer trainee but also for 'arious ,no(ledge of retailing$ (hi+h ) gained

from his e*perien+e and guidan+e. ;hole heartily ) e*press my deep gratitude to our

honorable !ire+tor( #ICE( Talcher for his supporti'e nature. ;ith a deep sense of gratitude

and humble submission ) (ould li,e to e*press my heartiest gratefulness to my Faculty

Gui,e !atya-rata !ahu(#ICE( Talcher for guiding me throughout my %ummer )nternship

5roe+t.

Deepak Kumar Sahu

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CERTIFICATE OF APPRO.A"

This is to Certify that the Summer Training Report Entitled!Customer Potential Analysis of Reliance Fresh"

%ubmitted by Deepak Kumar Sahu7#nr. No =0?8$ %ambalpur &ni'ersity$ Burla

to(ards partial fulfillment of the reuirements for the a(ard of the degree of Master of

Business Administration 7MBA8 is a bona fide re+ord of the (or, +arried out by him under

the able guidan+e of !atya-rata !ahu$ a+ulty$ N)"#$ TA@"/#R.

7Appro'al of the +enter dire+tor8"enter !ire+tor

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CO#TE#T

"ertifi+ate from the rgani:ation

"ertifi+ate by the uide

!e+laration

A+,no(ledgement

Abbre'iations &sed

n The ob Training7 T8

be+ti'es of T

;ee, (ise T

)ntrodu+tion on Retail

Relian+e )ndustries @td

Relian+e Retail @td

Relian+e resh

Relian+e resh$ Mahanadi Cihar$ "utta+,

/ierar+hi+al %tru+ture of R2 Mahanadi Cihar

be+ti'e of %tudy

@imitation of %tudy

Resear+h Methodology

Analysis of !ata

indings

Re+ommendations

"on+lusion

Appendi*

Bibliography and ;ebliography

MBA)09


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MBA)09 9


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A))RE.IATIO#! U!ED

1. %M 2 %tore Manager. A%M 2 Assistant %tore Manager


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O# THE /O) TRAI#I#G

*O/T+

O)/ECTI.E!

n the ob training 7T8 is the pra+ti+al e*posure of the real industry and helps an indi'idualin a+uiring the s,ills for the +areer road ahead of him. The obe+ti'es of my T are asfollo(ing.

irst and foremost obe+ti'e is to generate sales for the store as mu+h as possible.

To gain +omplete ,no(ledge about the different se+tions of the stores and ho( they

operate.

To build relationships (ith e'ery +ustomers and endea'or to ma,e them loyal

+ustomers of Relian+e resh2 Mahanadi Cihar.

To maintain good relationship (ith the store employees.

To find out (ays to enhan+e +ustomer footfall at Relian+e resh F Mahanadi Cihar.

To moti'ate employees to a+hie'e store target.

To +ome up (ith inno'ati'e ideas for sales promotion of Relian+e resh F Mahanadi

Cihar.

To ma,e +ustomer a(are of the benefits of the produ+t and +on'in+e them to buy the

produ+t.

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0st &ee1

AprilG 10th(as the day (here ) started my summer internship programe.that day ) had a ni+efeeling be+ause (e are for the first time e*posed to the +orporate (orld. ;e had to report tothe head offi+e at sharp 1000 am at RT&N# T;#R% 1 stfloor (here the relian+e offi+eis situated. After rea+hing there (e all had to (ait for hrs be+ause the man (e are supposedto meet (as not there. %o instead of meeting him (e all meet Mr. %ubir Cerma 7/RTRA)N##8. /e has a dynami+ personality in him (hi+h (as +learly e'ident from hisintrodu+tion and the (ay he intera+ted (ith us. . Then he (ith another /R MR. %arat meherhad a brief intera+tion of (hat e*a+tly Relian+e industry is all about. Then (e all (ereassigned for respe+ti'e There are predominantly > F 6 (or, heads assigned to do a proe+t onthe ne( format named / #A@T/ 9 ;#@@N#%% $ some (ere assigned to do a proe+t ondairy$ some (ere into operations $ %ome (ere assigned to foresee the (or, +ondu+ted in the

mar,eting di'ision. They ha'e put me in peration in Mahanadi Cihar store of "utta+,. Mr.%arat Meher too, training session (here (e +ame a+ross many retail term$ ho( )T used inretail. /e spo,e about Relian+e Retail 9 Relian+e resh. n 1 th) (ent to the store. There )ha'e assigned to ta,e +ustomerHs feed ba+, 9 ma,e a sur'ey to find out (hat are the produ+ts+ustomer didnHt get in the store.

2n, &ee1

!uring the nd(ee, of our %)5 ) (as told to do the sales (or, as assist +ustomer .or thispurpose Mr. Bi,ash @en,a Assistant %tore Manager Relian+e resh$ Mahanadi Cihar guidedme personally and taught me 'arious aspe+t of sales$ along (ith sales ) (as also learning%tore perations Relian+e resh. ) learnt ho( the sto+, is transferred from !" to the storeand ho( the %to+, Transfer Note is +he+,ed in the store on that basis a oods Re+ei'ed Noteis prepared and then it is entered into %A5.

3r, &EE

;ee, 2< (as 'ery mu+h informati'e for me as ) learned lots of things in this (ee,. )n this(ee, a 'ery important aspe+t of organi:ed retail (as taught to us (hi+h is the ba+,bone of'isual mer+handise i.e. 5@ANRAM. A planogram is the systemati+ (ay of arranging thedifferent produ+t +ategory in the bays of the store$ on the basis of planogram the produ+t arearranged in the store$ for e'ery +ategory there is a planogram and on that basis the sto+, isalso maintained in the store basi+ally the sto+, of planogram +onsist of 6 days. )n the

planogram there are these things$

Cate4ory 2 The "ategory is the basi+ unit of analysis of ma,ing mer+handising de+isions.)n general +ategory is the assortment of items that the +ustomer sees as reasonable substitutesfor ea+h other. )n Relian+e resh there different +ategory su+h as %taples$ 5ro+essed ood$

Non2 ood$ !airy et+.

)ay5 6Bay +onsists of different fi*tures (hi+h are used in the store to ,eep the produ+ts.The different ,inds of fi*tures (hi+h are used in Relian+e resh are

1 ;all Ra+,

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loor Ra+,

< /yper

4 5romo Bin

> Top 5allets

6 5eg ;all

Article #o% 2 Arti+le Number is the internal numbering +ode of Relian+e retail (hi+h isused to re+ogni:e the produ+t on the basis of number as the soft(are +an easily re+ogni:e thearti+le no and it remains +onstant (hereas #AN al(ays 'aries due to offer for eg. )f the a

produ+t is ha'ing a offer and there is both old and ne( sto+, is a'ailable in the store then onthe basis of Arti+le no #AN is +hanged on that produ+t in (hi+h offer has been promoted.

)ar Co,e *EA#+56The ma+hine2readable representation of the &5" Bar +odes are readby a s+anner that passes o'er the +ode and registers the &5". The (idth of ea+h bla+, lineand the subseuent (hite spa+e bet(een ea+h line +oin+ides (ith the numbers of the &5".

&5" 7pronoun+ed as separate letters8 %hort for Universal roduct !ode$ a uniue 12digitnumber assigned to retail mer+handise that identifies both the produ+t and the 'endor thatsells the produ+t. The &5" on a produ+t typi+ally appears ada+ent to its Bar +ode$ thema+hine2readable representation of the &5". The first si* digits of the &5" are the 'endorHsuniue identifi+ation number. All of the produ+ts that one 'endor sells (ill ha'e the same firstsi* digits in their system. The ne*t fi'e digits are the produ+tHs uniue referen+e number that

identifies the produ+t (ithin any one 'endorHs line of produ+ts. The last number is +alled thecheck digitthat is used to 'erify that the &5" for that spe+ifi+ produ+t is +orre+t.

There are no( fi'e 'ersions of &5" 7A F #8 and t(o 'ersions of #AN7#uropean Arti+le numbersG 'ersion E 2 1


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!AMP"E! OF )AR CODE!

!tac1in456 %ta+,ing is the arrangement of produ+t one upon another so that the samemer+handise +ould be arranged a++ording to demand.

Facin456 a+ing is the fa+e of the mer+handise (hi+h is to be loo,ed by the +ustomer (hileshopping on the basis of the produ+t si:e and amount fa+ing is de+ided.

De7th56!epth is the amount of a parti+ular mer+handise is to be ,ept in the shelf on the

basis of the si:e of the mer+handise depth is de+ided.

M)O56MBK is the total number of a parti+ular mer+handise (hi+h is to be ,ept on theshelf.

!AMP"E OF P"A#OGRAM

MBA)09 14


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CATEGOR' )A'

#O

!U

#AME

ARTIC"E

#O%

EA#

CODE* Euro7ean

Article #um-er

!HE"F FACI#G DEPTH !TACI#G M)8

Processe,

Foo,

2 Parle

Glucose

)iscuit

230 Gm

77

9:;;;:;0=0:=;0;;: ? 0 > 2 0 (hen Albert errard opened the ro+eteria in

@os Angeles$ the first do+umented self2ser'i+e store. This (as soon follo(ed a year later by

the 5iggly ;igglyO self2ser'i+e store$ founded by "laren+e %aunders in Tennessee in the

&.%.

MBA)09 22


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Efficiency

These entrepreneurs noti+ed that their staff had to spend a great deal of time ta,ing gro+ery

orders from +ustomers. The gro+eries (ere sta+,ed on shel'es allo(ing +ustomers to (al,

around and bro(se$ +olle+ting their shopping in a bas,et that (as supplied. The shop,eeper

(ould only need to tot up the final bill at the end of the pro+ess and transfer the goods from

the bas,et to the +ustomer and re+ei'e payment.

Groth

This ne( type of shopping (as more effi+ient and many +ustomers preferred it. Although

personal ser'i+e stores remain to this day$ this ne( +on+ept started a rapid gro(th of self2ser'i+e stores in the &nited %tates. ther +ountries (ere slo( to ta,e up the idea$ but there

has been a steady rise in the global amount of self2ser'i+e stores e'er sin+e.

O.ER.IE& OF I#DIA# RETAI" !ECTOR

!ie of In,ian Retail

)ndia is one of the 10thlargest retail mar,ets in the (orld.

rgani:ed retail +onstitutes only 4.6P of total retail sales.

/o(e'er organi:ed retail has been gro(ing at o'er 40P p.a. in last t(o years.

!tructure of In,ian Retail

)ndian retail se+tor is highly fragmented mostly o(ner runned mom and pop outlets.

Retail +hain su+h as 5antaloons$ Trent and R5 retail has gro(ing rapidly (hile

Relian+e$ Aditya Birla roup is pumping huge money in retail se+tor.

!airy arm$ Metro$ %hoprite and Mar,9 %pen+er are some international retailers

(hi+h are present in )ndia.

Policy

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100P !) is allo(ed in +ash and +arry format. ran+hisee agreement are also

permitted in )ndian retail se+tor

>1P !) is allo(ed in single brand retailing.

o'ernment is e*amining further liberali:ation of !) in retail trade.

To7 7layers of In,ia

Players Revenuesfor

2006-07in US$

millions

Retail Space ason May 2007

(Sq. ft.!ormat

!uture "roup(Pantaloon Retail

70# 66%0000 !&" Specialty

Ra'ea "roup(S'oppersStop

220 )*+0000 !&" Specialty

,ata "roup (,rentnfiniti Retail

))) 0000Specialty Retail/lectronics yperMar1ets

RP" Retail )#6 )0000 !&" Specialty

3itya 4irla 6) +0000 !&"

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RE"IA#CE I#DU!TRIE! "TD

Relian+e )ndustries @imited is a ortune lobal >00 +ompany and is the largest pri'ate se+tor+ompany in )ndia$ founded by "ate Dhiru-hai H% Am-ani *1? billion to more than100 +ountries in the (orld. Maor roup "ompanies are Relian+e )ndustries @imited7in+luding main subsidiaries Relian+e 5etroleum @imited and Relian+e Retail limited8 andRelian+e )ndustrial )nfrastru+ture @imited.

$Groth has no limit at Reliance% I 1ee7 reBisin4 my Bision%

Only hen you can ,ream it( you can ,o it%

6"ate Dhiru-hai Am-ani

Relian+e )ndustries @imited 7R)@8 is )ndiaHs largest pri'ate se+tor +ompany on all maorfinan+ial parameters (ith turno'er of Rs1$1E$4 +rore 7&%Q D.< billion8$ +ash profit ofRs1D$6DE +rore 7&%Q 4.0D billion8$ net profit of Rs11$?4< +rore 7&%Q .D> billion8 and net(orth of Rs6


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RE"IA#CE RETAI" "TD

Relian+e Retail @imited$ a 100P subsidiary of Relian+e )ndustries @imited started rolling itsstores in No'ember last year and today operates more than >00 stores in o'er 1? +itiesspanning .> million % ft. The formats that RR@ operates in are Relian+e resh$ Relian+e

!igital for +onsumer durables and information te+hnology$ Relian+e Mart$ a /yper Mar,et$Relian+e Trend: F the apparel store$ Relian+e ;ellness F offering (ellness produ+ts$ Relian+e) store2 the apple store$ Relian+e ootprint Fa foot(ear store $ Relian+e e(els F a eelrystore Relian+e Time2utboo,s$ musi+ and gifts store and Relian+e %uper2 a Minimartormat.

Relian+e Retail has announ+ed plans to set up one store for e'ery


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household +onsumption$ apparels and foot(ear$ ele+troni+ goods$ lifestyle produ+ts andser'i+es$ home essentials and impro'ements$ farm implements and inputs$ distribution ofenergy produ+ts and ser'i+es$ distribution of tra'el and finan+ial ser'i+es$ entertainment andleisure e*perien+es$ health and (ell2being produ+ts and ser'i+es and edu+ational produ+ts andser'i+es. )t (ould de'elop partnerships to bring the best of lu*ury brands from all o'er the(orld to )ndia and it (ould also de'elop lin,ages (ith opportunities in agri+ulture and food

pro+essing. The +ompany (ould ha'e a pan2)ndia footprint +o'ering 1$>00 +ities and to(nsand embra+ing all strata of the so+iety.

MBA)09 2-


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RE"IA#CE FRE!H "TD

S Reliance Fresh !u7ermar1ets

S Ty7e6%upermar,et

S Foun,e,6


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Pro,ucts

S The stores$ produ+t sele+tion and the pri+es ha'e been designed ,eeping the a'erage)ndian house(ife in mind.

S The super marts sell fresh fruits and 'egetables$ staples$ gro+eries$ fresh ui+e bars anddairy produ+ts and also (ill sport a separate en+losure and supply2+hain for non2

'egetarian produ+ts.

!u77ly chain in Reliance Fresh

S Relian+e hopes to utili:e its in'estment in its supply +hain and (ill be starting Rangerarms$ a (holesale format store to +ater to fresh fruits and 'egetables to small'endors and stores.

S Relian+e is also utili:ing its supply +hain to sour+e fruits and 'egetables from spe+ifi++rop belts in the +ountry.

S or e*ample2 The apples +ome from /ima+hal 5radesh$ onions +ome from 3arnata,aand green lea'es +ome from +lose by distri+ts of Andhra 5radesh.

IT in Reliance Fresh

S )T maor )BM has tied up (ith Relian+e fresh to pro'ide reuired )T solution.

S )T (ill pro'ide system for Relian+e Retail stores$ pro+essing$ distribution 9 +olle+tion+enter$ primary and se+ondary transportation along (ith )T system for national andstate head uarters.

MBA)09 29


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RE"IA#CE FRE!H( MAHA#ADI .IHAR

CUTTAC

Relian+e resh Mahanadi Cihar (as the first store (hi+h (as opened in "utta+,$ (hi+h isalmost


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HIERARCHIA" !TRUCTURE OF RE"IA#CE FRE!H

MBA)09 31

!tore

Mana4er

Commercial

Accountin4!u7erBisor

Assistant !toreMana4er

Customer !erBice

Associates

Mem-ershi7 !erBice

Re7resentatiBe

House1ee7ers


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I#TRODUCTIO#

The study of +ustomer potential helps the organi:ation to impro'e their mar,eting strategies

by understanding follo(ings2

The psy+hology of ho( +ustomer thin,s$ feel 9 sele+t bet(een different alternati'es.

The psy+hology of ho( +ustomer is influen+ed by his or her en'ironment 7+ulture$

family$ signboard 9 media et+.8 The beha'iors of +ustomer (hile shopping.

"ustomer information pro+essing abilities influen+e de+ision and mar,eting out +ome.

O)/ECTI.ETo ,no( the +ustomer potential in Mahanadi Cihar$ "utta+, to(ards Relian+e resh.

To demonstrate the important ,no(ledge of +ustomer beha'iors for the su++ess of

retailing. To ,no( the 'arious le'els of +ustomer de+ision ma,ing pro+ess.

"IMITATIO# OF !TUD'

1. 5eople are still una(are about organi:ed retail.

. "ustomer still prefers lo+al ,irana stores.


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RE!EARCH METHODO"OG'

This se+tion of the proe+t emphasi:es on the pro+edure used to a++omplish the proe+t. Toa++omplish the proe+t some data ha'e been +olle+ted. The data +olle+ted through.

T5)" T/# R#%#AR"/2 ur resear+h topi+ is -A study on +ustomer potential for Relian+e resh$ MahanadiCihar$ "utta+,

B#"T)C# T/# R#%#AR"/2 ur main obe+ti'e of the study is to ,no( the buying pattern of people ofMahanadi Cihar$ "utta+,.

M#T/!@Y2

.) too, personnel inter'ie( of the house hold through uestionnaire. The sample si:e(as 100$ +olle+ted by random sampling..

R#%#AR"/ !#%)N5 6or this ) prepared a stru+tured undisguised Kuestionnaire$ so that ) +ould ,no(

the +orre+t data (hi+h should not +ompletely biased to(ards Relian+e resh.

R#%#AR"/ AR#A56My resear+h area (as Mahanadi Cihar of "utta+, +ity as my topi+ (as to ,no( the

+ustomer potential of Mahanadi Cihar$ "utta+,.

!ATA "@@#"T)N2 5R)MARY !ATA 2 )t is the 100 samples. The sample +ontains 1> uestion.

%AM5@)N56%ampling (as random be+ause my resear+h (as des+ripti'e in nature as my resear+h

(ill enhan+e the performan+e of Relian+e resh not to sol'e any spe+ifi+ problem.

%AM5@)N5 6 100.

!ATA "@@#"T)N2 5R)MARY !ATA 2 )t is the 100 samples. The sample +ontains 1> uestions.

MBA)09 33


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A#A"'!I!

DEMOGRAPHIC!56

%#

%e* Nos 5er+entage

Male


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ANN&A@ )N"M#2

Annual )n+ome No. of respondent 5er+entage

10000 11 6P1000020000 >< >


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""&5AT)N2

++upation No. of respondent 5er+entage

%tudent 1 1P%alaried 5erson P

)n Mahanadi Cihar$ "utta+, most people are depending on o't. =5ri'ate obs 9 their o(nbusiness. %o a++ording to my sur'ey 1P are students$ P are /ome Ma,er.

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K18 ;hi+h retail store do you prefer for shoppingV

Name of the store No. of respondent 5er+entage

ood Ba:aar D DP

Relian+e resh >1 >1PCishal Mega Mart 0E 0EP

%alasar Mega %tore 14 14P

As per my sur'ey DP respondent prefer ood Ba:aar for the brand name$ >1P respondentprefer Relian+e resh for +on'enien+e$ 0EP prefers Cishal mega mart 9 14P prefers %alasarMega store.

MBA)09 3-


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K8 (hat are the aspe+ts you loo, for pur+hasing produ+t from a retail storeV

Aspe+ts No. of respondents 5er+entage

Ambien+e 0 P

5rodu+t 'erities 1 1P

"ustomer ser'i+e


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K00 1? 1?P>0021>00 4? 4?P

More than1>00


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K48 (here do you buy your gro+eries 9 daily use produ+tV

Name of the store No. of respondent 5er+entage

@o+al 3irana %hop >< >


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K>8 /a'e you 'isit Relian+e resh storeV

Ans(er No.of respondent 5er+entage

Yes ?D ?DPNo 0< 0


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K68 /o( freuently do you 'isit the Relian+e resh storeV

No. of times No. of respondent 5er+entage

n+e in a month 0? 0?PT(i+e in a month E EP

n+e in a (ee,


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KE8 /o( Relian+e resh store is different from other storesV

Basis of differen+e No. of respondent 5er+entage

Reasonable pri+e 0< 0


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K?8 /o( (ould you rate the uality of our produ+tsV

Rating No. of respondent 5er+entage

Best


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/!". Are you a R2one +ard holderV

As (e ,no( Mahanadi Cihar is a residential area so most +ustomer 'isit the Relian+e reshregularly$ so ?EP of the +ustomer ha'e R2ne +ard (ith them$ (hile only P donHt ha'e R2ne +ard.

MBA)09 45

Ans(er No. of respondent 5er+entage

Yes ?E ?EP

No 0 0P


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K118 Are you regularly using R2ne +ardV


Yes 4 4P

No >E >EP

A++ording to my sur'ey despite being a regular 'isitor of the store most +ustomers are notusing R2ne +ard. The main reason is they forget to ta,e the +ard (hile they go for shopping.>EP +ustomer said they are using the +ard regularly and 4P said they are not using the +ardregularly.

MBA)09 46


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K18 Are you satisfied (ith the benefits of R2one +ardV


Yes 6 6PNo D4 D4P

My sur'ey sho(s most +ustomers are not happy (ith the benefits pro'ided by Relian+e reshthrough R2ne +ard. D4P of +ustomers said they are not satisfied only 6P +ustomers saidthey are happy (ith the benefits

MBA)09 4-


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K1


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K148 ;hat other additional produ+ts do you (ant Relian+e resh should ,eep in its storeV

Most of the +ustomers (ant resh 'egetables 9 fruits Relian+e resh should ,eep. 4P saidthey (ant 'egetables$ EP +ustomer said they (ant fruits$ 11P 'oted to apparels and 1?Psaid they (ant ele+troni+ items to be ,ept in the store.

MBA)09 49

Ne( produ+t +ategory No. of respondent 5er+entage

resh Cegetables 4 4P

ruits E EPApparels 11 11P

#le+troni+ items 1? 1?P


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FI#DI#G!

1. Relian+e resh store has opened in Mahanadi Cihar sin+e !e+ember 00D$ so allthe people of Mahanadi Cihar are a(are of Relian+e resh.

. As this is a residential area 9 Relian+e resh is a supermar,et store$ so most of its+ustomers are female. %o in my sur'ey 61P are female respondent and


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freuently$ >P +ustomer said +ustomer

ser'i+e is the main fa+tor (hi+h differentiates Relian+e resh (ith other retailstore$ (hile 4P said uality of the produ+ts is the differential fa+tor. 1EP said(ider produ+t range is the fa+tor. ;hile only

EP said they donHt use the +ardregularly. ;hile 4P said they use the +ard regularly.

1>. Through R2ne +ard if a +ustomer shops for Rs. 100 then he=she (ill get 1 point.The 'alue of 1 point is 0.D0paise. in this (ay (hen he has > points (ith his=her+ard then he=she +an redeem the point by ta,ing dis+ount of Rs. 1D.>0 7 > 0.D08. so to get dis+ount of Rs. 1D.>0 he=she has pur+hase (orth Rs. >00. ThatHs(hy most of the +ustomers are not happy (ith the benefits of R2ne +ard. D4P+ustomer said they are not happy (ith the benefits of R2ne +ard. 6P said yesthey are happy.

16. The temporary R2ne +ard (hi+h is a paper +ard issued to the +ustomers (henthey first enroll$ is being +on'erted to a plasti+ +ard later. )t means if that +ustomer

be+ome a loyal +ustomer to the store then a plasti+ +ard is gi'en to him$ after thathe=she is suppose to use that plasti+ +ard instead of that temporary +ard. %o (hen a+ustomer possess plasti+ +ard (ith him then he=she is assumed as a loyal +ustomer

of the store. My sur'ey sho(s only


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RECOMME#DATIO#

1. !uring my training ) found most of the produ+t upon (hi+h offer is going onis not a'ailable in the store 9 most +ustomers ha'e to return ba+, (ith emptyhands. %o Relian+e resh needs to ,eep as mu+h as more produ+ts upon (hi+hoffer is going on.

. %ome of the "%A 7"ustomer %er'i+e Asso+iates8 doesnHt ,no( about the+urrent offers. %o$ at that time they are not able to tell about the offers to the+ustomers. %o they need to up2date themsel'es regarding +urrent offers.


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Cihar store they should try to ,eep sports items li,e2 ball$ bat$ badminton$+hess board$ tennis ra+,et et+.

10. %ome of the produ+ts (hi+h are fast mo'ing li,e2 +urd$ 3ur,ure$ &n+le "hips$Bingo are not a'ailable as per the +ustomerHs reuirement. %o +ategory

manager needs to +he+, all this things. The important thing is most of the+hips$ (hi+h has been stal,ed for selling are e*pired. %o they need to +he+, allthis things.

11. The !" 'ehi+le (hi+h +omes to the store in a 'ery odd time i.e. at 10.


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CO#C"U!IO#

My %)5 has gi'en me a li'e e*perien+e in learning li,e ho( to run 9 maintain astore$ ho( )T helps to retail organi:ation$ ho( to deal (ith the +ustomer$ ho( tosatisfy +ustomer$ ho( to maintain relation (ith the e*isting +ustomers. ) ha'elearnt the +on'in+ing 9 persuasi'e s,ills during my %)5.

This proe+t (or, ga'e ,no(ledge not only about retail businessbut also the +onsumer beha'iour. )t also ga'e lesson about ho( +ulture of thelo+ation affe+ts the organi:ation (or,ing style.!ifferent trainings are ne+essary for all ,inds of obs. A manager needs to ,no(the entire (or, ta,e pla+e in the organi:ation to moti'ate employees. The sur'ey(or, ga'e me a +han+e to +onsult dire+tly +ustomers 9 ,no( their e*pe+tationfrom the +ompany. )H'e learnt about spa+e management$ basi+ need of the+onsumer$ employee moti'ation$ stal,ing$ dealing (ith +ustomer and many more

grass root le'el ,no(ledge.

) ,ne( the diffi+ulties fa+ed by a manager 9 learnt ho( +ome up (ith more luster.)H'e fa+ed an organi:ation pra+ti+ally 9 )Hm 'ery mu+h happy to apply my MBA,no(ledge during %)5.

MBA)09 54


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APPE#DI

8UE!TIO##AIRE!

!e+laration )t is purely for a+ademi+ purposes and the data gi'en (ill not be passed on toanyone.;e reuest you to ,indly fill up the form..

5#R%NA@ )NRMAT)N

NAM#

A# a8 1E2> b8 62 40 +8 412 60 d8 602or abo'e

%# Male emale

MAR)TA@ %TAT&% Married &nmarried

""&5AT)N a8 %tudent b8 salaried person +8 business d8 professional e8 /ome ma,er f8 Retired person

MNT/@Y )N"M# a8 bello( Rs10000 b8 Rs10000 F Rs 0000 +8 abo'e Rs 0000A!!R#%%

5/N#

222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222

K18 (hi+h retail store do prefer for shoppingVa8 ood Ba:aar b8 Relian+e resh +8 Cishal mega mart d8 %alasar mega store

K8 (hat are the aspe+ts you loo, (hile pur+hasing produ+t from a retail storeV

a8 ambien+e b8 produ+t 'arieties +8 +ustomer ser'i+es d8 nearness to your residen+ee8 5rodu+t Kuality f8 different brands for any item

K00 b8 >0021>00 +8 more than 1>00

K48 (here do you pur+hase your gro+eries 9 daily use produ+tV

a8 @o+al ,irana shop b8 ood Ba:aar +8 Relian+e resh d8 Any other mar,et

K>8 /a'e you 'isit Relian+e resh storeV

a8 Yes b8 No

K68 /o( freuently do you 'isit the Relian+e resh storeV

a8 n+e in a month b8 t(i+e in a month a8 on+e in a (ee, d8 more freuently

MBA)09 55


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KD8 (hat are the produ+ts you pur+hase from Relian+e reshV1. ro+eries. %taples. Ba,ery6. 5ro+ess oodD. )+e2"ream

KE8 /o( Relian+e resh store is different from other storesVa8 Reasonable 5ri+e b8 (ider produ+t range +8 ood +ustomer ser'i+esd8 Better Kuality of produ+t

K?8 /o( (ould you rate the uality of our produ+tsV

Best 0ood A1erage 2oor

Reasons3 a. E4pired b. 5amaged due to Bad pac*ing c. bad 6uality of product

/!". Are you a R2one +ard holderV

a8 Yes b8 NoK118 Are you regularly using R2ne +ardV

a8 Yes b8 No

)f No$ 5lease gi'e reasonWWWWWWWWWWWWW.

K18 Are you satisfied (ith the benefits of R2one +ardV

a8 Yes b8 No

)f no$ 5lease gi'e reason WWWWWWWWWWWWW

K18 (hat more impro'ement Relian+e resh +an do (hi+h (ill gi'e you a better shoppinge*perien+e 2222222222222222222222222222222222222222222222222222222222222222222222

$THA# 'OU For your co6o7eration%

MBA)09 56


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)I)"IOGRAPH'

%our+es21 Retail Management2 by Baa$ Tuli$ %ri'asta'a Mar,eting Management 2 By 5hilip 3otler< Resear+h Methodology 2 By ". R 3othari 9 Taylor$ %inha 9

hoshal.

4 (((.google.+om> (((.ril.+om
http://www.google.com/http://www.ril.com/http://www.google.com/http://www.ril.com/

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