tearm paper on reliance fresh

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Study of Consumer buying behaviour

In

Reliance Fresh

New Delhi

Project ReportSubmitted To

SCHOOL OF MANAGEMENT SCIENCES

For The Award OfPost Graduate Diploma in Management

Submitted ByAmit Kumar Gupta

(Roll No. : PG/08/05)

SCHOOL OF MANAGEMENT SCIENCESLUCKNOW

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Study of Consumer Buying Behaviour

In

Reliance Fresh

Submitted By

Amit Kumar Gupta(Roll No. : PG/08/05)

SCHOOL OF MANAGEMENT SCIENCES

LUCKNOW

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Reliance fresh

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Certificate

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Executive Summary

Retailing is the interface between the producer and theindividual consumer buying for personal consumption.

This excludes direct interface between the manufacturerand institutional buyers such as the government andother bulk customers. A retailer is one who stocks theproducers goods and is involved in the act of selling it tothe individual consumer, at a margin of profit. As such,retailing is the last link that connects the individual

consumer with the manufacturing and distribution chain.The retail industry in India is of late often being hailed asone of the sunrise sectors in the economy. AT Kearney,the well-known international management consultancy,recently identified India as the first most attractive retaildestination globally from among thirty emergentmarkets. It has made India the cause of a good deal ofexcitement and the cynosure of many foreign and

domestic eyes. The entry of foreign and Indian retailgiants like Wal-Mart, Metro, Reliance, Birla, Tata etc.made Indian market more competitive which is at cutthroat level. So how retailers can reach to their endcustomers, to win the mind share and increase thebasket size of each shopping trip.India retail industry is the largest industry in India, withan employment of around 8% and contributing to over

10% of the country's GDP. Retail industry in India isexpected to rise 25% yearly being driven by strongincome growth, changing lifestyles, and favourabledemographic patterns.

It is expected that by 2016 modern retail industry in Indiawill be worth US$ 175- 200 billion. India retail industry isone of the fastest growing industries with revenue

expected in 2007 to amount US$ 320 billion and is

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increasing at a rate of 5% yearly. A further increase of 7-8% is expected in the industry of retail in India by growthin consumerism in urban areas, rising incomes, and asteep rise in rural consumption. It has further beenpredicted that the retailing industry in India will amountto US$ 21.5 billion by 2010 from the current size of US$7.5 billion.

The growth of scope in the Indian retail market is mainlydue to the change in the consumers behaviour. For thenew generation have preference towards luxurycommodities which have been due to the strong increasein income, changing lifestyle, and demographic patternswhich are favourable.

Reliance Retail is the retail chain division of relianceindustries of India which is headed by Mukesh Ambani.Reliance has entered into this segment by opening newretail stores into almost every metropolitan and regional

area of India. Reliance plans to invest rs 25000 crores inthe next 4 years in their retail division and plans to beginretail stores in 784 cities across the country. The reliancefresh supermarket chain is rils rs 25,000 crore ventureand it plans to add more stores across different g, andeventually have a pan-India footprint by year 2011to thecompany. .

AS The twentieth century has come to and we havemoved in to third millennium , we can see manydevelopment and changes taking place around us with allthe industries and firms within each industry trying tokeep pace with all the industries and firm within eachindustries trying to keep pace with the changes anddiverse need of people . Marketer have regarded

customer as the king and evolved all activities to

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satisfy him or her, this concept gaining more momentumand importance today.

More than a century ago, the father of our nation,Mahatma Gandhi, had made visionary and deepmeaningful statement at Johannesburg, South Africa in1980. A customer is the most important visitor ofour premises. He is not dependent on us .We aredependent on him He is not interruption on ourwork. He is the purpose of it and not an outsideron our premises. He is a part of it. We are notdoing him favour by serving him.

Today the entire firm engaged in a process of creating alife time value and relationship with customers. Thisreport start with discussion on the diversity of consumerbehaviour and the need for studying consumer buyingbehaviour and consumer as a related field of marketing.this can be largely be attributed to the prevailingmarket situation .Today the company image is built andmade known by its customers. Thus success of the firmdetermined how effective it has been in meeting thediverse consumer need and wants by treating eachcustomer as unique and offering products and services tosuit has or her need.

Consumer buying behaviour will be a primary force in

determining how this transition will evolve. Getting closerto the customer in todays highly competitive landscapeis essential for the entire industry and is no longer just aretail issue. It requires all organisations across the supplychain to work as a single enterprise, sensing andresponding rapidly to consumer demand in a co-ordinated manner. Detailed analysis of the changingpatterns of consumer demand, shopping trends.

This research report is based on to know the

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1- Major factors influencing consumer buying behaviour.

2- Buying decision process.

3-The stage in buying decision process

4-Awareness of consumer towards organised retail

sector

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Declaration

I hereby declare that this summer project report titled

Buying Behaviour/consumer satisfaction of Reliance

Fresh customer in Delhi. is the result of my own effort

in the training which I did as a part of the curriculum, for

the fulfilments of POST GRADUATE DIPLOMA INMANAGEMENT (PGDM). It has not been duplicated from

any other earlier works and all information provided in

this report is genuine.

This report is submitted for the partial fulfilments of

PGDM program. It has not been submitted to any other

university or for any other degree.

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Date: AMIT KUMAR GUPTA

PGDM (MARKETING)

SMS LUCKNOW

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ACKNOWLEDGEMENTACKNOWLEDGEMENT

I take this opportunity to express my sincere gratitude to

the following personalities without whose help and

guidance the successful completion of my project work

would have been remained a dream.

I extend my heartfelt thanks to our HR Miss. SHIVANGALI

SINGH for the constant and valuable guidance by him

through out my course.

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I would like to take the pleasure of this opportunity to

express my heartful gratitude to my guide Professor Mrs

VANDANA SHRIVASTAV (Faculty Member, SMS) who took

personal interest and gave valuable suggestions through

out my field work and completion of the project.

I thank all my faculty members of MBA department for

their valuable suggestions throughout my course.

The importance of the moral support and good wishes of

my parents and friends is external and I am very much

indebted to them.

Finally I thank all my friends who directly or indirectly

helped me a lot during my project.

AMIT KUMAR

GUPTA

PGDM-MARKETING

SMS LUCKNOW

Contents

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14

S.N. INDEX PAGE

NO

Certificate 4

Executive Summary 5

Declaration 9

Acknowledgement 11

CHAPTER- 1 INTRODUCTION &BACKGROUND

1.1 Company Overview 14

1.2 Popular Profile 21

1.3 Supply Chain Model 27

1.4 SWOT Analysis 30

1.5 Corporate Social Responsibility 331.6 Major Player 35

CHAPTER-2 RESEARCH METHODOLOGY

&DESIGN

2.1 Objective of Research 38

2.2 Type of Research 41

2.3 Source of data & Collection tool 41

2.4 Sampling 42

2.5 Sample size 42CHAPTER-3 ANALYSIS & INTERPRETATION

Meaning of consumer Buying Behaviour 44

Interpretation of collect data 49

CHAPTER-4 RESEARCH FINDING 69

CHAPTER-5 LIMITATION OF RESEARCH 71

CHAPTER-6 SUGGESTION 73

APPENDIX 75

REFRENCES 77


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RELIANCE

"Growth has no limit at Reliance. I keep revising my vision. Only

when you can dream it, you can do it."

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Dhirubhai H. Ambani

Founder Chairman Reliance Group

December 28, 1932 - July 6, 2002

RELIANCE GROUP

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 privatesector company in India.

Backward vertical integration has been the cornerstoneof the evolution and growth of Reliance. Starting withtextiles in the late seventies, Reliance pursued a strategyof backward vertical integration - in polyester, fibreintermediates, plastics, petrochemicals, petroleum

refining and oil and gas exploration and production - tobe fully integrated along the materials and energy valuechain.

The Group's activities span exploration and production ofoil and gas, petroleum refining and marketing,

petrochemicals (polyester, fibre intermediates, plasticsand chemicals), textiles and retail.

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Reliance enjoys global leadership in its businesses; TheGroup exports products in excess of USD 15 billion tomore than 100 countries in the world. There are morethan 25,000 employees on the rolls of Group Companies.Major Group Companies are Reliance Industries Limited(including main subsidiaries Reliance Petroleum Limitedand Reliance Retail limited) and Reliance IndustrialInfrastructure Limited.

Reliance Industries Limited is India's largest privatesectorconglomerate (and second largest overall) with anannual turnover ofUS$ 35.9 billion and profit ofUS$ 4.85

billion for the fiscal year ending in March 2008 making itone of India's private sector Fortune Global 500companies, being ranked at 206th position (2008). [1] Itwas founded by the Indian industrialistDhirubhai Ambaniin 1966. Ambani has been a pioneer in introducingfinancial instruments like fully convertible debentures tothe Indian stock markets. Ambani was one of the firstentrepreneurs to draw retail investors to the stock

markets. Critics allege that the rise of Reliance Industriesto the top slot in terms of market capitalization is largelydue to Dhirubhai's ability to manipulate the levers of acontrolled economy to his advantage.

Though the company's oil-related operation forms thecore of its business, it has diversified its operations inrecent years. After severe differences between the

founder's two sons, Mukesh Ambani andAnil Ambani, thegroup was divided between them in 2006. In September2008, Reliance Industries was the only Indian firmfeatured in the Forbes's list of "world's 100 mostrespected companies"

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http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Private_sectorhttp://en.wikipedia.org/wiki/Private_sectorhttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/US$http://en.wikipedia.org/wiki/US$http://en.wikipedia.org/wiki/Fortune_Global_500http://en.wikipedia.org/wiki/Reliance_Industries#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Dhirubhai_Ambanihttp://en.wikipedia.org/wiki/Mukesh_Ambanihttp://en.wikipedia.org/wiki/Anil_Ambanihttp://en.wikipedia.org/wiki/Forbeshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Private_sectorhttp://en.wikipedia.org/wiki/Private_sectorhttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/US$http://en.wikipedia.org/wiki/US$http://en.wikipedia.org/wiki/Fortune_Global_500http://en.wikipedia.org/wiki/Reliance_Industries#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Dhirubhai_Ambanihttp://en.wikipedia.org/wiki/Mukesh_Ambanihttp://en.wikipedia.org/wiki/Anil_Ambanihttp://en.wikipedia.org/wiki/Forbes


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Subsidiaries ofRIL

Reliance Petroleum Ranger Farms Limited Retail Concepts and Services (India)

Private Limited

Reliance Retail Reliance Global Management Services (P)

Limited Reliance Biopharmaceuticals Reliance Ghatraj Services Reliance Engineering Associates (P)

Limited

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http://en.wikipedia.org/wiki/Reliance_Petroleumhttp://en.wikipedia.org/w/index.php?title=Ranger_Farms_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Retail_Concepts_and_Services_(India)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Retail_Concepts_and_Services_(India)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Retail&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Retail&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Global_Management_Services_(P)_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Global_Management_Services_(P)_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Biopharmaceuticals&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Ghatraj_Services&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Engineering_Associates_(P)_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Engineering_Associates_(P)_Limited&action=edit&redlink=1http://en.wikipedia.org/wiki/Reliance_Petroleumhttp://en.wikipedia.org/w/index.php?title=Ranger_Farms_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Retail_Concepts_and_Services_(India)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Retail_Concepts_and_Services_(India)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Retail&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Global_Management_Services_(P)_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Global_Management_Services_(P)_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Biopharmaceuticals&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Ghatraj_Services&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Engineering_Associates_(P)_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Reliance_Engineering_Associates_(P)_Limited&action=edit&redlink=1


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Reliance Retail Limited

Reliance is gearing up to revolutionize the retailingindustry in India. Towards this end, Reliance isaggressively working on introducing a pan-India network

of retail outlets in multiple formats.

A world class shopping environment, state of arttechnology, a seamless supply chain infrastructure, ahost of unique value-added services and above all,unmatched customer experience, is what this initiative isall about.

The retail initiative of Reliance will be without a parallel insize and spread and make India proud. Ensuring betterreturns to Indian farmers and manufacturers and greatervalue for the Indian consumer, both in quality andquantity, will be an integral feature of this project. Bycreating value at all levels, we will actively endeavour tocontribute to India's growth.

The project will boast of a seamless supply chaininfrastructure, unprecedented even by world standards.Through multiple formats and a wide range of categories,Reliance is aiming to touch almost every Indian customerand supplier.

With a vision to generate inclusive growth and prosperityfor farmers, vendor partners, small shopkeepers andconsumers, Reliance Retail Limited (RRL), a subsidiary of

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RIL, was set up to lead Reliance Groups foray intoorganized 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% to55% in various developing markets. The Indian retailindustry is pegged at $ 300 billion and growing at over13% per year. Of this, presently, organized retailing isabout 5%. This is expected to grow to 10% by 2011. RRLhas embarked upon an implementation plan to buildstate-of-the-art retail infrastructure in India, which

includes a multi-format store strategy of openingneighbourhood convenience stores, hypermarkets, andspecialty and wholesale stores across India.

RRL launched its first store in November 2006 through itsconvenience store format Reliance Fresh. Since thenRRL has rapidly grown to operate 590 stores across 13states at the end of FY 2007-08. RRL launched its first

Reliance Digital store in April 2007 and its first andIndias largest hypermarket Reliance Mart in

Ahmadabad in August 2007. This year, RRL has alsolaunched its first few specialty stores for apparel(Reliance Trends), footwear (Reliance Footprints),

jewellery (Reliance Jewels), books, music and otherlifestyle products (Reliance Timeout), auto accessoriesand service format (Reliance AutoZone) and also an

initiative in the health and wellness business throughReliance Wellness. In each of these store formats, RRLis offering a unique set of products and services at avalue price point that has not been available so far to theIndian consumer. Overall, RRL is well positioned torapidly expand its existing network of 590 stores whichoperate in 57 cities.

During the year, RRL also focused on building strongrelationships in the agri-business value chain and has

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commenced marketing fruits, vegetables and staplesthat the company sources directly to wholesalers andinstitutional customers. RRL provides its customers withhigh quality produce that has better shelf life and moreconsistent quality than was available earlier. RRL hasmade significant progress in establishing state-of-the-artstaples processing centres and expects to make themoperational by May 2008.

Through the year, RRL also expanded its supply chaininfrastructure. The Company is fully geared to meet therequirements of its rapidly growing store network in an

efficient manner.

Recognizing that strategic alliances are going to be a keydriver to its retail business, in FY 2007-08, RRLestablished key joint ventures with international partnersin apparel, optical and office products businesses.Further, RRL will continue to seek synergisticopportunities with other international players as well.

This year, RRL will continue its focus on rapid expansionof the existing and other new formats across India.

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Popular Profiles at Reliance Retail

Management team

Name Designation

Mr. Mukesh Ambani Chairman&ManagingDirector

Nikhil R Meshwani Executive DirectorHital R Meshwani Executive Director

Madhumita Mohanti Deputy General ManagerAkashay Lokhande Area Manager-Operation

&Sales and NSO

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Devandra Chawla Vice-President-BusinessHead, Merchandise Head

Zubin Nowrojee,

Mangement

State Head Category

Formats of Reliance RETAIL

RelianceFresh,

Reliance Mart,

Reliance Digital,

Reliance Trendz,

Reliance Footprint,

Reliance Wellness,

Reliance Jewels,

Reliance Timeout and Reliance Super,

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RELIANCE fRESH

APKA FRESH APKE PADAOS

ME

Reliance fresh is the retail chain division of relianceindustries of India which is headed by Mukesh Ambani.Reliance has entered into this segment by opening newretail stores into almost every metropolitan and regionalarea of India. Reliance plans to invest rs 25000 crores inthe next 4 years in their retail division and plans to beginretail stores in 784 cities across the country. The reliance

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fresh supermarket chain is rils rs 25,000 crore ventureand it plans to add more stores across different g, andeventually have a pan-India footprint by year 2011. Thesuper marts will sell fresh fruits and vegetables, staples,groceries, fresh juice bars and dairy products and alsowill sport a separate enclosure and supply-chain for non-vegetarian products. Besides, the stores would providedirect employment to 5 lakh young Indians and indirect

job opportunities to a million people, according to thecompany. The company also has plans to train studentsand housewives in customer care and quality services for

part-time jobs

BACK GROUND

We can see many examples of businesses where, first wegrow and then think of expanding butReliance is quite different. Reliance has developed suchhuge amount of resources and capital over the years thatwhenever it steps into any segment it is not required to

wait for growing signal, thats why it always thinks ofexpanding without any boundaries. Reliance retail is nextStep by RIL which will be a pan India project.Reliance Fresh is the retail chain division of RelianceIndustries of India which is headed by Mukesh Ambani.Reliance has entered into this segment by opening newretail stores into almost every metropolitan and regionalarea of India. Reliance plans to invest Rs 25000 crores in

the next 4 years in their retail division and plans to beginretail stores in 784 cities across the country. The RelianceFresh supermarket chain is RILs Rs 25,000 crore ventureand it plans to add more stores across different g, andeventually have a pan-India footprint by year 2011.

The super marts will sell fresh fruits and vegetables,staples, groceries, fresh juice bars and dairy productsand also will sport a separate enclosure and supply-chain

for non-vegetarian products. Besides, the stores would

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provide direct employment to 5 lakh young Indians andindirect job opportunities to a million people, according tothe company. The company also has plans to trainstudents and housewives in customer care and qualityservices for part-time jobs.

The company is planning on opening new stores withstore-size varying from 1,500 sq ft to 3,000 sq ft, whichwill stock fresh fruits and vegetables, staples, FMCGproducts and dairy products. Each store is said to bewithin a radius of 1-2 km of each other, in relation to theconcept of a neighbor store. However, this is only theentry roll-out that the company has planned. Bangalore issaid 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 inNews Dailies that, Reliance Retail is moving out stocking.Reliance Retail has decided to minimize its exposure inthe fruit and vegetable business and position RelianceFresh as a pure play super market focusing on categorieslike food, FMCG, home, consumer durables, IT, wellnessand auto accessories, with food accounting for the bulk ofthe business.

The company may not stock fruit and vegetables insome states, Orissa being one of them. Though RelianceFresh is not exiting the fruit and vegetable businessaltogether, it has decided not to compete with localvendors partly due to political reasons, and partly due to

its inability to create a robust supply chain. This is quitedifferent from what the firm had originally planned. Whenthe first Reliance Fresh store opened in Hyderabad lastOctober, not only did the company said the stores mainfocus would be fresh produce like fruits and vegetables ata much lower price, but also spoke at length about itsfarm-to-fork theory. The idea the company spoke aboutwas to source from farmers and sell directly to the

consumer removing middlemen out of the way.

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FARM TO FORK

The Reliance retail company sources say it is settingaside Rs 50,000 crore to build its farm-to-forklinkage. Reliance has drawn up plans for a presencein 784 towns and 6,000 mandi (wholesale market)towns with 1,600 rural business hubs to servicethese. It has already rolled out 177 Reliance Fresh

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stores across major towns in 11 states. According toa company report, RIL is targeting a turnover of Rs40,000 crore in the next few years.

TRADITIONAL MODEL OF RETAIL RELIANCE FARM TOFORK

SUPPLY CHAIN MODELS of Reliance Retail

Reliance started its retail operations of RelianceFresh stores with following supply chain model.

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Procuring directly from the farmers and operatingwith moderate margin but mass selling was key toReliance fresh operation for first few months. Thefollowing figure depicts the first Reliance fresh model

RELIANCE FRESH

WHOLESALE TRADING (WST) :

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RELIANCE OWN

LOGISTICS

RELIANCEFRESH

OUTLETS

RELIANCEFRESH

OUTLETS

RELIANCEFRESH

OUTLETS

PROCESSING

UNIT/POINT

COLLECTIO

NPOINT/UNIT

FarmersOwnTransportation

Relia

nceown

Logis

tics Relianceo

wnLogistics

Farme

rsOwnT

ranspo

rtation

RF RF

FARMERSCATEGOR

Y 1

FARMERSCATEGOR

Y 2

FARMERSCATEGOR

Y 3


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Reliance formalized its second supply chain model toshift itself from grocery retailer to grocery supplier byfocusing and establishing itself in Mandis.

STEPS IN WTS MODEL:

1) Reliance has owned farms on contract basis forproduction of specific crop which is decided afterextensive research depending on

SOIL CONDITIONS,

CLIMATE CONDITIONS,

RETURN OVER COSTS INCURRED.So as to yield best possible results.

2) Different vegetables and fruits from such farms arecollected through reliance own

Logistics and brought to collection Processingcentres where quality check and other requiredprocessing is done.

In processing centres workers wearing balaclavas,woollen trousers and bulky jackets work inside a roomkept at a constant 3oC, peeling and choppingvegetables, spinning them dry and then heaping themin small plastic packets before placing them in plastictransport crates. At the other end of the 5,000-sq-mwarehouse, men unload crates of fruits from a truck

pulled up to a spotless loading dock. A quality-controlexpert samples every tenth crate; if the fruits are gooda team will ready them for delivery within hours toReliance fresh stores around different places like U.Pand as far away as Hyderabad and even Mumbai(formerly Bombay). If they are not, workers will inspectthe entire shipment and discard anything belowstandard.

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3) Merchandise from these collection processingcenters are collected and loaded for Wholesalemandis. As this merchandise is to be made availableby 4 A.M in morning thus deliveries in trucks are sentat time depending upon:

TRANSIT TIME. Time required reaching destination i.e.mandis.

MARGIN TIME. Time period between a truck reachingmandi and then Unloads. Can be 2 to 3 hours.

LOADING AND UNLOADING TIME.

4) From mandis where the trucks have been unloaded,roadside vendors and pull carters Buy fruits andvegetables to supply in households.

5) In case still some vegetables and fruits are not soldreliance logistics own

Transportation sends them to reliance fresh stores.

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SWOT ANALYSIS

The Indian retail market accounted for $ 200 billions.Food accounts for over two-thirds of the $200-billionIndian retail market. Yet, it has seen less than 1 per centpenetration by modern retail so far.Reliance industries which always looking for newbusiness opportunities just started a new era with itsintroduction of new concept stores named Reliance

Fresh with opening convince store in high streets ofBanjara hills of Hyderabad. Reliance Fresh is verydifferent from what modern retail has offered in India sofar and with this reliance is planning to establish strongretail network in India in food and farm sector. Theyhave started with new eleven stores in the last week andthey are thinking to add 100 more stores to their featherby the end of this year.

Lets do a SWOT analysis on the Reliance Fresh.

Strengths:

Reliance is the first into enter into this unorganizedsector of vegetables and fruits. According to them its

intentions to have100% farm fresh foods in their newretail stores. It is also adding shortly a juice bar, andeven a large counter for puja flowers. In fact, over 60 percent of the floor space has been dedicated to fresh fruitsand vegetables, the rest to other food products likestaples, spices, bakery, etc. But reliance has decided notto add any bar soap or toothpaste and detergent in itsshelves. So by using this strategy they are positioning

themselves different from other players of the industries

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like Food world, Big Bazaar and Nilgiris. But over comethe short comings of these specialized stores they arealso introducing new Reliance full-fledged supermarketcalled Shakhari Bhandar which offers each andeverything from the staple to soap. Most of the staplesare under its own private label brand RelianceSelect. There is a 500g channa dal pack priced at Rs 28,a 500g urad dal pack for Rs 39, all under Reliances ownbrand. Excepting a few packets of Nestles Maggi, orMTRs masalas or Pepsis Lays chips, there is very littleshelf space given to the big brand owners in the country.Reason: private labels offer far better profit margin tothe retailer than branded products of FMCG companies.Most of these outlets will need only 2,000-5,000 sq. ft. Asupermarket may need as much as 8,000-10,000 sq. ft.

Weakness:

This is definitely an interesting business venture but itmay miss out on the opportunity to capture a greatershare of the customers wallet. For customers, too, thiscould be irksome, as they would have to visit anotherstore to pick up essentials. Reliance could easily fix thisproblem by adding a few small counters for some basicnon-food products. According to their official this format

is not final one they are accepting the new changeswhich are required to attract the large number ofcustomers.

Opportunities

Reliance wants to build a high-profitability business and

food is, perhaps, the best venture to start. That isbecause the Indian food supply chain is grossly

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inefficient. There are several intermediaries, each ofwhom adds his own profit margin to the cost. Besides,there is huge wastage in transit. This offers potential forsavings and profits. To reduce the cost and increase theprofit it has been sourcing out its requirements from thefarmers. For example, the leafy vegetables, brinjals,tomatoes and green chilies in the Banjara Hills outletwere sourced directly from farmers in Vantimamdi,Chevella and nearby mandals in Ranga Reddy district ofAndhra Pradesh. The supply chain already has beenbacked by few hundred farmers the number is estimatedto touch million in next five years. The main aim of thereliance is to eliminate the intermediaries in the sectorand reduce the cost. Smaller stores have twoadvantages. They bring down the cost of real estate(and increase profits). It is easier to find space for smallconvenience stores in a quiet neighbourhood than forsupermarkets in high streets.

Threats:

This model is engineered to clock a faster turnover ofinventory Reliance expects consumers to visit thestore 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 thinmargins, Reliance Retail is looking at a fairly high-marginbusiness model. Deliberately stopped short of being afull-fledged supermarket rather, it has limited itself to afood and grocery convenience store. They also have athreat from the existing supermarkets which provides allthe services to its customers. For Example Food worldand Nilgiris also provides food and beverages with other

personal care products. These convince are not existedin the present Reliance retail stores.

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CORPORATE SOCIAL RESPONSIBILITY

Today when most of the companies are busy in makingprofits by any means, there are fewOnes who are focused to return this society, a part ofwhat they have earned through this society. Relianceretail is one of them. Following efforts of reliance retailare aimed at benefiting the society making reliancesocially responsible:

1) Reliance Retail aims at recruiting people from theunderprivileged community in society. "Hence, weare planning to train students from corporationschools 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 stipendduring the course period, he said that actually, it isplanning to charge a "small fee" from those whowant to join the course "as we want to bring in somediscipline and regularity among the students", and

will reimburse that once they are inducted intoservice.

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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 directlysourcing fresh agricultural produce from thousandsof farmers from villages through Collection Centers.

With this concept, Reliance has built a businessmodel generating shared value that links thecompany supply chain more closely to poor farmersin Indian villages. Reliance is providing a guaranteedmarket for the farmers produce, reducingtransaction costs and training the farmers in betterand sustainable farming practices. This initiativeresults in higher income and upgrading of skills forthe farmers, and reduced spoilage of produce (up to35 percent) and better quality products f or Relianceretail stores.

3) Reliance retail has adopted farm to fork theorywhich means it is procuring directly from the farmersthus offering them quite reasonable prices for theirproduce as now no intermediaries are involved. Inreturn Reliance is giving farmers information about howcan farmers improve their productivity. They havecenters in villages who apart from providing information

make farmers aware of market rates of different crops sothat farmers can choose crops they want to sow tobecome profitable. Farmers are provided technical helpas well like information about quality of seeds andfertilizers.

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Major players in retail sector

Shoppers Stop:

Shoppers Stop is the pioneer of pan-nation one-stopretail outlets. Starting in 1991 with a single store inMumbai, it has now developed more than 20 stores (totalretail space crossed the 1 m mark in the second quarterof FY07). The company has added 1,568,479 sq ft of areaduring the year taking its total store area to 1,170,548 ason March 2007. The company has a wholly ownedsubsidiary Crossword a specialty retail chain with over

32 stores spread across the country. This store

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specialises in books, gift articles and stationery. Duringthe quarter, Crossword opened its first store and 2 Stop& Go stores at the Mumbai domestic airport. Further, itforayed into airport retailing through a joint venture with

The Nuance Group AG of Switzerland. The company hasalso made an entry into the entertainment sector byacquiring 45% stake in Time zone Entertainment Pvt. Ltd.

The recent moves by the company will widen the offeringand de-risk its dependence on the flagship ShoppersStop stores.

Pantaloon:

Incorporated in 1987, Pantaloon Retail is among thepioneers in chain retailing. It is the largest retailer in thecountry operating 350 stores across segments in over 40cities across the country and constituting 5 m square feetof retail space. Starting out with dedicated apparel stores(Pantaloon), the company has stores across the cross-section of the society. The companys business is broadlydivided into 2 segments, Lifestyle and Value retailing. On

the apparels front it has Pantaloon (31 departmentalstores), Central Malls (4 seamless malls as well as itsother concepts). These stores can be classified underLifestyle Retailing. On the general merchandise front ithas Big Bazaar (51hypermarkets), Food Bazaar (77supermarkets) and Fashion Station (5 fashion stores) andother delivery formats. These fall under Value Retailing.

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more

The more. Chain of supermarkets, are bright and cleanstores, at convenient locations with layouts that allowease of navigation. The product display is well organisedand facilitates ease of choice. The stores have been

designed by Fitch, the leading international retail designfirm.

The stores promise a range of benefits to consumers andare a solution to the many problems faced by housewiveswhile shopping for their daily needs. The retail offeringfrom the Aditya Birla Group, has been crafted after in-depth research of the needs and expectations of the

Indian consumers. more. is the answer to the shoppingneeds of the Indian housewife who wants a modern andconvenient option in her neighbourhood, with anattractive and consistent range of products? more.assures consumers the security of knowing that they arepaying the best price in the market for good qualityproducts.

RPG Group:

RPG Enterprises is one of Indias largest businessconglomerates, with a turnover of US$ 2.55 bn and

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assets worth US$ 1.8 billion. Since its inception in1979,RPG Enterprises has been one of the fastest growinggroups in India with more than 20 companies operatingsuccessfully in 7 business sectors: Retail, IT &Communications, Entertainment, Power, Transmission,

Tyres and Life Sciences. In 2001, it established GiantHypermarket

Provogue (India) Ltd., (PIL) formerly Acme Clothing Pvt.Ltd was incorporated in November 1997, converted in toa public limited company in March 2005. It deals withfabrics, dyestuffs, chemicals and textile machinery. PIL

operates in two core industry segments. The first beingdesigning, manufacturing and selling branded ready-made garments and other accessories under the brand'Provogue'. The second business is export of finishedfabrics, dyestuffs, chemicals and textile machinery toseveral markets in African continent.

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Research Objective

To study consumer buying behaviour reliance freshcustomer of Delhi

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To know about the consumer awareness towardsReliance fresh.

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Research Methodology

Research Problem

To make a comprehensive study of Reliance Fresh &knowthe Buying behaviour & of Reliance Fresh customers.

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Type of research

Descriptive type research has used to complete theproject. This research is base on fact finding enquiresand the variables are totally independent anduncontrollable.

Data collection:

Primary DataPrimary data of research are collected from direct

resources (customer of Reliance fresh) throughquestionnaire.

Secondary Data

Secondary Data which are used for research to know thehistory scop of Retail industry are collected from alreadyavailable resources like net and other sources

Universe

Universe of this research is reliance fresh customer ofDelhi.

Sampling technique

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Random sampling is used for research project. I havegiven equal weightages to my all respondent and chosethem randomly without any biased like gender, age,income culture.

Sample size

425 respondents has selected as sample size forresearch.

Data representation technique and toolsColumns chart & Pie chart has used for representation.

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Understanding The Buying Behaviour Of Reliance FreshConsumers

Definition

Purchase decision making pattern that is a complex

amalgam of needs and desires, and is influenced by

46
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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 subjects.

Buying Behaviour appears in the definitions of the

following terms: marketing research, advertisement (ad),

ACORN, economic environment, activities, interests,

opinions (AIO) and consumer research.

Buying Behaviour appears in these other term:

consumer buying behaviour.

Model of Buying Behaviour

Mark

eting Other

Buyer

s Buyers BuyersStim Stimuli Charac Decisio Decision

47
http://www.businessdictionary.com/definition/factor.htmlhttp://www.businessdictionary.com/definition/role.htmlhttp://www.businessdictionary.com/definition/worker.htmlhttp://www.businessdictionary.com/definition/environment.htmlhttp://www.businessdictionary.com/definition/norm.htmlhttp://www.businessdictionary.com/definition/aspiration.htmlhttp://www.businessdictionary.com/terms-by-subject.php?subject=2http://www.businessdictionary.com/terms-by-subject.php?subject=2http://www.businessdictionary.com/terms-by-subject.php?subject=34http://www.businessdictionary.com/definition/marketing-research.htmlhttp://www.businessdictionary.com/definition/advertisement-ad.htmlhttp://www.businessdictionary.com/definition/ACORN.htmlhttp://www.businessdictionary.com/definition/economic-environment.htmlhttp://www.businessdictionary.com/definition/activities-interests-opinions-AIO.htmlhttp://www.businessdictionary.com/definition/activities-interests-opinions-AIO.htmlhttp://www.businessdictionary.com/definition/consumer-research.htmlhttp://www.businessdictionary.com/definition/consumer-buying-behavior.htmlhttp://www.businessdictionary.com/definition/factor.htmlhttp://www.businessdictionary.com/definition/role.htmlhttp://www.businessdictionary.com/definition/worker.htmlhttp://www.businessdictionary.com/definition/environment.htmlhttp://www.businessdictionary.com/definition/norm.htmlhttp://www.businessdictionary.com/definition/aspiration.htmlhttp://www.businessdictionary.com/terms-by-subject.php?subject=2http://www.businessdictionary.com/terms-by-subject.php?subject=2http://www.businessdictionary.com/terms-by-subject.php?subject=34http://www.businessdictionary.com/definition/marketing-research.htmlhttp://www.businessdictionary.com/definition/advertisement-ad.htmlhttp://www.businessdictionary.com/definition/ACORN.htmlhttp://www.businessdictionary.com/definition/economic-environment.htmlhttp://www.businessdictionary.com/definition/activities-interests-opinions-AIO.htmlhttp://www.businessdictionary.com/definition/activities-interests-opinions-AIO.htmlhttp://www.businessdictionary.com/definition/consumer-research.htmlhttp://www.businessdictionary.com/definition/consumer-buying-behavior.html


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uliteristics n

Process

Product

Economic Cultural

Problemrecogniti

onProductchoice

PriceTechnol

ogical Social

Information

SearchBrandchoice

Place Political Personal Evaluation DealerchoicePromo

tion CulturalPsychological Decision

Purchasetiming

Postpurchas

ePurchaseamount

Behavio

ur

When I have analysed the model of buying Behaviourfinding that people of DELHI are influenced by themarketing stimuli (4 Ps) people are focused on price

rather than product, place and promotion, other factorwhich influenced people is the technologicaladvancement.

Cultural Social

Personal

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culture

ReferenceGroups

Psychological

CycleStage Motivation

Subculture Family Economic Perception

Circumstances Learning

Life Style

Beliefsand

Attitudes BUYERRolesandStatuses

Personalityand

SocialClass

SelfConcept

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 aboutpurchasing 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

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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 nextstate is internal search for a quick and largelyunconscious review of memory for stored information andof an experience regarding the problem. This informationin the form of beliefs and attitude influence theconsumers preference towards band. If an internalsearch 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

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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 evaluation.

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 consumers 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 consumers belief about the brand. Other

outcome is dissatisfaction and post sale doubt.

Many ad agencies conducted an in-depth study ofconsumer buying behaviour and found that they all cravefor peer acceptance and parental non-influence. Beyondthis they are an enigma

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(1). Gender of the consumer

Male & Female

Data Collected-Data collected for this

questionnaire to know the gender of customer of reliancefresh.

ANALYSISData collected for project from 425

respondedin which 275 are female which are 64.7% and 150 are

male which are 35.29% of total respondent

Interpretation-In total respondent we analyses

that most of the customer in this store is female andtheir demand always consider at the time of taking thedecision. Company should try to attract new male

customer by provide new scheme on their customer

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Male &Female150 275


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(2). Age of customer

10-20 21-50 51&above

123 230 72

0

50

100

150

200

250

10-20 21-50 51& above

Data Collected-Data collected for this

questionnaire to know the age of customer of reliancefresh.


responded in which 123 are the age between 10-20which are28.9% and230are between age of 21-50 which

are54.29%and 72 are between age of 51 & above whichare 16.9 % of total respondent

Interpretation-In total respondent we analyses

that most of the customer are youth .in my observationI found that most new people believe in convenience

shopping It help the company to keep management

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such type which understand the problem of customereasily and rectify the problem effectively.

(3). How offer do you shop

Daily ( ) week ( ) fortnightly ( ) once in month ( )

0

50

100

150

200

250

Daily Week Fortnightly Once in month

Data Collected-Data collected for this questionnaire to

know the shopping behaviour of customer of reliancefresh.

55

Daily Week Fortnightly

Once inmonth

22 224 89 90


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responded in which 22 are like to purchase daily whichare5.1% and224arelike to purchase weekly whichare52.27%and 89 are likely to purchase fortnightly whichare 20.9%, 90 likely to purchase once in a month whichare21.17% of total respondent

Interpretation-

In total respondent we analysesthat most of the customer are likely to purchase onweekend .in my observation I found that more schemeshould be provided on weekend.

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(4). What do you mostly shop for at

mentioned store?

Vegetables ( ) Grocery ( ) cosmetic product ( ) all product ( )

Vegetable Grocery Cosmetic

product

All

product108 96 21 200

Vegetable

Grocery

Cosmetic product

All product

Data Collected-

Data collected for this

questionnaire to know the products which are like topurchase by the customer.

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ANALYSIS

Data collected for project from 425responded in which 200 customer are like to purchase allproduct which are47.00% and108 are like to purchasevegetables which are25.41%and 96 are likely topurchase grocery 22.5 which are 22.58.%, 21 likely topurchase cosmetic product which are4.9% of totalrespondent

Interpretation-

In total respondent we analysesthat most of the customer are like to purchase all productin the store. Company should try to retain the customer.And should increase the variety o cosmetic product&grocery.

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(5). Preference of shopping?Quality ( ) Brand ( ) Price ( ) one stop shop

Quality brand Price One stopshop

102 134 59 130

quality

brand

price

One stop shop

Data Collected-Data collected from this

questionnaire to know the preference the shopping

ANALYSIS

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Data collected for project from 425responded in which 134 customer are believe in reliancebrand which are31.50% and130 are like to purchase inone stop shop which are 30.54%and 102 are like topurchase quality product which are 24.00%, only 59respondent consider price which are 13.08.%.

InterpretationIn total respondent we analyses

that most of the customer are believe in reliance brandlike to purchase qualitative product in stop shop. Here I

observed that people want to purchase fresh and originalproduct and want better service.

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(6). which store do you kept inpreference for purchasing

Reliance Fresh ( ) Big apple ( ) other ( ) Local market

Localmarket

Reliancefresh

Big apple Other

244 83 80 18

0

50

100

150

200

250

Reliance fresh Big apple Local market other


questionnaire to know the preference of the purchasing(comparison of store to other).

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responded in which 244 customer are like to purchasefrom local market which are57.74% and 83 are like topurchase from reliance fresh which are19.51%and 83are likely to purchase from Big apple which are 18.82.%,18 likely to purchase other which are4.2% of totalrespondent

InterpretationIn my observation I found till

today organised retail sector didnt penetrate themarket. Company should try to open new conveniencestore and provide more scheme and good service tocustomer to penetrate the market. Initial it may becostlier, but it will give long term benefit.

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(7). Do advertisement and promotioninfluence your shopping decision?

Yes ( ) No ( )

Yes No390 35

0

50

100

150

200

250

300

350

400

yes No


questionnaire to know the effect of promotion scheme on

purchasing.

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responded in which 390 customer are like promotion

scheme which are91.76% and 35 are those people whichsay promotion scheme doesnt effect on purchasing.

Interpretation In my observation I foundpromotion scheme is must to sustain customer attractcustomer & influence the purchasing.

(8). Are Promotion scheme easy tounderstand

Yes ( ) NO ( ) some time ( )

Yes no Some time

218 89 118

yes

no

Some time

Data Collected-

Data collected from thisquestionnaire to know display of promotion scheme..

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ANALYSIS

Data collected for project from 425responded in which 218 customer say yes whichare51.29% and 89 are those which say no which are20.94 and 118 say some time.

Interpretation- Company should try makingpromotion scheme easy understandable, promotion

scheme should be in both in English & Hindi

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(9).How likely are you to recommendReliance Fresh to a friend orrelative? Would you say the chances

are?Excellent ( ) Good ( ) Fair ( ) Poor ( )

Excellent Good Fair Poor

29 198 190 8

0

50

100

150

200

Excellent Good Fair Poor


questionnaire to know the satisfaction level of customer.

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responded in which 29 customer say excellent which

are6.8% and19 8 say good which are 46.6%, 190 say fairwhich are 44.7% and 8 customer are those say poor

Interpretation

In my observation I found that only 46.6% customer arefully satisfied from the store company should try satisfythe customer by providing better service and rectify their

problem immediately.

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(10). Which form of advertisement doyou think is most effective?

Print ( ) TV ( ) Radio ( ) telephone ( )

Print TV Radio Telephon

e74 119 56 176

0

20

40

60

80

100

120

140

160

180

print TV Radio Telephone


questionnaire to know the better advertisement mode ofpromotion.


responded in which 119 customer say TV which are28%and 74 say print which are 17.4%, 56 say Radio whichare 13.17% and 176 customer are say telephone.

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Interpretation -

According responded result company can choosetelephone as best for advertisement and call indusial forattracting the customer

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(11). Did you get help from CSAwhen asked?

Yes ( ) No ( ) some time ( ) Never ( )

Yes NO Some time Never192 95 124 14

0

50

100

150

200

yes NO Some time Never


questionnaire to know about CSA performance.


responded in which 192 customer say yes which are45.1% and 95 say no which are 22.35%, 124 say sometime which are 29.17% and 14customer are say never

which are 3.25%.

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Interpretation-

According respondent customers are not fully satisfiedcompany should recruit new skilled employee for betterperformance.

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Finding

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 thecustomer.7-Promotion scheme not so easy to under stand forcustomer.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.

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Limitations

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 understand English.

Some consumers are not interested in filling

questionnaire.

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Suggestion1-More promotion scheme should be used topenetrate the market.2-Skilled employees should be higher becausemostly customers are young.3-Promotion scheme should in such way thatcustomer can understand easily.

4- Service of store should be providing in such waywhich full the need of the customer.

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Appendix

Reliance Fresh

Questionnaire

NAME-

GENDER-AGE - Monthly income-

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 shoppingdecision

Yes ( ) No ( )

6- Are Promotion scheme easy to understand

Yes ( ) NO ( ) some time ( )

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7- How likely are you to recommend Reliance Fresh to a friendor relative? Would you say the chances are?

Excellent ( ) Good ( ) Fair ( ) Poor ( )

8- Are the Price of Reliance fresh is lower than the othercompetitor

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 ( )

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References

Referred books-

Marketing Research PaneerselvamResearch Methodology C.R KothariPrinciples of Marketing Philip Kotler

Referred site-

www.ril.com www.google.com www.wickipedia.com
http://www.ril.com/http://www.google.com/http://www.wickipedia.com/http://www.ril.com/http://www.google.com/http://www.wickipedia.com/

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