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Reliance Trend

Date post: 02-Jun-2018
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    Consumer buying behavior while Shopping

    The study of any subject is made by examining it in an organized

    fashion. There are three classes of variables involved in understanding

    consumer behavior; STIMULUS, RESPONSE and INTERVENING

    variables. Stimulus variables, such as advertisements, products exist in

    both the individuals external environment.

    These generate a sensory input to consumers. Response variables are the

    resulting mental / or physical reactions of individuals who are influenced

    by stimulus variables. For e.g.: - purchasing a product or forming

    attitudes about it could be viewed as response variables. Many of the

    variables affecting consumers (such as personality, learning, and

    perceptions are external situations, motives, and so forth) cannot be

    directly observed.

    The project Consumer buying behavior while shopping. Is carried out

    under supervision and guidance of RELIANCE FRESH. The project was

    about studying the consumer buying behavior.

    A questionnaire was prepared by us in order to conduct market survey.

    The questionnaire was based on different parameters to judge and

    understand the consumer behaviors and determine the best possible

    strategies which could be used to attract customers.

    The research carried out in this project was descriptive in nature. The

    study was aimed at knowing the various eating habits of a consumer.

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    BusinessReliance Fresh (Prashant Vihar)

    Reliance Fresh

    Reliance Trend Retail (India) Limited, is Indias leading retailer that

    operates multiple retail formats in both the value and lifestyle segmentof the Indian consumer market. Headquartered in Mumbai (Bombay),

    the company operates over 7 millions square feet of retail space, has

    over 1000 stores across 53 cities in India and employs over 25,000


    The companys leading formats include Reliance Trends, a chain offashion outlets, Reliance Fresh, a uniquely Indian Hypermarket chain,

    food Trend, a supermarket chain, blends the look, touch and feel of

    Indian trendswith aspects of modern retail like choice, convenience and

    quality and Central, a chain of seamless destination malls. Some of its

    other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky,

    Fashion Station, all, Top 10, trend and Star and Sitara. The company

    also operates an online portal, Reliancetrend.com.

    Reliance Fresh is not just another hypermarket. It caters to every need of

    your family. Where Reliance Fresh scores over other stores is its value

    for money proposition for the Indian customers.

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    delivery formats, creating retail realty, making Consumption affordablefor all customer segmentsfor all classes and for all masses.

    Five operations performance objective:

    Cost:Providing goods and services at lower cost

    Quality:Providing quality goods at reasonable price

    Speed:Responding quickly to the needs of customer therefore offering

    short lead time

    Dependability:Providing goods according to the need of customer

    Flexibility: Ability to change according to the operations, Volume ofproduction, ability to change mix of different products and services,

    ability to introduce new products and services.

    Core Values

    Indian-ness: Confidence in Themselves.

    Leadership: to be the pioneer, both in contemplations andbusiness.

    Respect & Humility: to admiration each people and belower in their behavior.

    Introspection: prompts deliberate considering.

    Openness: to be open and fit for new thoughts, learning anddata.

    Valuing and Nurturing Relationships: to assemble a longhaul associations with their client.

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    simplicity & Positivity: Simplicity and energy in there



    Adaptability: to be flexible and adaptable, to meet challenges.Flow: to respect and understand the universal laws of nature.

    Financial Strategy

    The Strategic Profit Model


    Margin Management - Net revenues

    Asset Management - Rate of advantage turnover

    Financial Leverage Management


    Net Profit Margin = Net Profit/net Sales

    How much benefit every dollar of offers creates

    Net Profit Margin = Gross Margin - Total Expenses

    Gross Margin = SalesCOGS


    Improve how profitably the firm uses its assets

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    Asset Turnover (deals created for every dollar of advantages) is ofconcern here

    Asset Turnover = Net Sales/total Assets

    Asset Turnover of 1.5: Each dollar put creates $1.50 in deals.Information is taken from the Balance Sheet (except for deals)

    Asset turnover might be enhanced by sales or holdings (like stock,records receivable, or settled possessions) Objective: Turn stock intorecords receivable or payable.


    The marketing elements of Reliance Fresh are briefly explained here.

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    Target market

    Reliance Fresh targets customers who belong to higher and upper middleand even lower class customers. It has focus on large and growing young

    working population and Women both career women and home makers.

    Product range

    Reliance Fresh offers a wide range of products which range fromapparels, food, and farm Products, furniture, child care, toys, etc ofvarious brands like Levis, Allen Solly, Pepsi, Coca- Cola, HUL, ITC,P&G, LG, Samsung, Nokia, HP etc. It stocks about 1, 30,000 Items inover 20 product categories. Reliance Fresh also promotes a number of in

    house Brand like:

    Tasty Treat

    Clean MateSenseiCare Mate

    Koryo and 44 other brands.

    Reliance Fresh has not entered into special collaboration and allianceswith various partners for co-marketing brands. The various categories ofmerchandise stocks by Reliance Fresh .

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    The evaluating goal at Reliance trend is to get maximum MarketShare. Estimating at shahs trend is dependent upon the accompanyingmethods:

    Value Pricing (EDLP Every Day Low evaluating): Reliancetrend guarantees

    Buyers the most minimal accessible cost without coupon cutting,sitting tight for rebate advancements, or examination shopping.

    Promotional pricing: Reliance trend offers financing at lowinvestment rate.

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    The various promotion schemes used at Reliance trend include:

    Hafte ka sabse sasta din Wednesday trend

    Exchange Offers Junk swap offer

    Advertisement (print ad, TV ad, radio)


    The Reliance Fresh stores are operational over three arrangements markets spread over 20,000-35,000 sq ft, the Express arrangement inexcess of 15,000-20,000 sq ft and the Super Centers set up in excess of 1lakh sq ft. Presently Reliance Fresh works in excess of 14 urbancommunities and towns crosswise over India with 25 stores. Separated

    from the Metros these stores are additionally completing great in thelevel II urban areas. These stores are ordinarily spotted in highmovement territories. Reliance Fresh points at beginning stores increating regions to take an early point of interest before the land qualityblasts. Mr. Shah wants to contribute around Rs 150 crore throughout thefollowing one year extension of Reliance Fresh. So as further bolsteringaddition a good fortune Reliance Fresh has likewise propelled aWebsite: www.supertrend.com, which helps clients to requests items

    online which Will be conveyed to their doorstep. This aides in sparing agreat deal of time of its client


    Distribution of stock starts from head office to Zonal office and then tovarious outlets through trucks. Reliance trend out sources itstransportation needs from external Organizations, and currently uses

    trucks as the preferred means of distribution.


    The retail network has advanced a set of principles as given under.

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    This code is appropriate to the Board of Directors and senior

    administration workers of the Company i.e. Band 5 workers (hereinafter

    alluded to as specified Persons). This code is appropriate to the

    official and non- official chiefs to the degree of their part alsoobligations in the association. This code must be followed both in letter

    and soul by specified persons. Any violation / associated violation with

    the code must be quickly conveyed to the agreeability officer of the

    Company which might be consumed in the gatherings of the Audit

    Trustees /Board of Director.

    3-C Theory

    As stated by Reliance Retailing 3-C hypothesis, Change and Confidencearound the Indian populace is prompting ascent in Consumption,through better business and wage. Reliance Fresh has separated Indiainto three sections:

    India one: The Consuming class which incorporates upper centerand easier white collar class (24% of India's populace).

    India two: The Serving class which incorporates individuals like

    drivers, family unit helps, office persons, liftmen, and washer-men(55% of India's populace) and

    india three: The Struggling class (21% of India's population)


    New logo

    Advertising initiatives

    Reliance trend launches a promotion drive covering the three prime

    media, television, print and social media, to mark the launch of the new

    logo. The media campaign was developed by J.J communications.

    Other strategy

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    Private label brands accumulate to $50 billion in annual sales inthe US, and its growing.

    3. Vendor Relations

    - Retailers creating solid relations with merchants numerousincreases select rights to:

    (1) Offer stock in a particular area

    (2) acquire uncommon terms of procurement that are notaccessible to contenders who need such connections

    (3)Get prominent stock in short supply.

    Consumer decisions Process

    This process consists of the decision process regarding products and

    services. The major steps in this process are shown as problem

    recognition, information search and evaluation, purchasing processes,

    and post purchase behavior. Problem recognition occurs when the

    consumer is activated by awareness of sufficient difference her actualaffairs and her concept of the ideal situation. This can occurs through

    activation of a motive such as hunger, by confronting some external

    stimulus such as an advertisement, or by being effected by additional

    variables such as social or situational influences.

    Internal searcha quick and largely unconscious review of memory for

    stored information and experiences regarding the problem. The

    information is in the form of belief and attitudes that have influenced the

    consumers preference towards bands. Often such a review results in

    recognizing a strong brand preference, and a routine purchase occurs.

    However if an internal search does not provide sufficient information

    about products, or how to evaluate them, the consumer continues with a

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    more involved external search for information. This result exposure to

    numerous informational inputs called stimuli, which can arise from a

    variety of sources, including advertisement, printed products reviews,

    and comments from friends.Any informational stimuli are subjected to information-processing

    activities, which the consumer uses to derive meaning from stimuli. The

    process Involves allocating attention to available stimuli deriving

    meaning form these stimuli and holding this meaning in what is termed

    in what is termed short term memory where it can be retained briefly to

    allow further processing.