reliance report 8nbam095
DESCRIPTION
the report contains all attitude of retail with reference to reliance fresh and knowing the behavior of companyTRANSCRIPT
A
Management Thesis
On
“A Study Of Consumer Attitude Towards
Organized Retail Outlet”
With
Special Reference
To
Submitted By: Submitted To:
Anish Patel Pooja D. Kunwar
8NBAM095
2008-10 BATCHCONTENTS
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Sr.No
Particular Page. No.
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1 ACKNOWLEDGEMENT 32 ABBREVIATIONS 43 SUMMARY 54 RESEARCH OBJECTIVE 6
INTRODUCTION 7 Current Retail Scenario Introduction of the company Reliance At A Glance Reliance Products & Brands Reliance retail Vision & Mission Introduction To Reliance Fresh
6 REVIEW OF LITERATURE 217 INTRODUCTION OF PROJECT REPORT 24
Project Title Key Responsibilities Project Details/ Methodology Finalizing Research instrument / Data Collection
8 ANALYSIS AND RESULTS 30 Warm up questions/ general purpose questions Main purpose questions
9 INTERPRETATION OF RESULTS 5010 RECOMMENDATION OF RELIANCE FRESH 5311 CUSTOMER SUGGESTION FOR RELIANCE FRESH 5512 CONCLUSIONS 5613 TERMINOLOGY 5714 REFERENCE 6015 ANNEXURE l 61
Main purpose questions
ACKNOWLEDGEMENT
The management thesis work, which is part of M.B.A. curriculum, is
exciting, instructive learning and full of sincerity and hard work.
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I am grateful to our centre head Mr. Jagdish Patel, who if not directly but
indirectly have been involved in the back hand activities of my project
which proved out to be a back bone for the same.
I would like to thank my management thesis Faculty supervisor Pooja D.
Kunwar for dedicating his valuable time in order to guide me in my
project in a specific direction and make it more meaningful.
I would like to thank Mr. Mobin Sheikh and Mr. Ajay Patel for their
genuine guidance and help when ever required.
I also convey my sincere gratitude to my parents for their continuous love
and support.
Last but not the least I would also like to thank my friends and collogues
for their constant guidance and support.
I would like to thank and appreciate all that support and help, who have
been directly or indirectly involved in making Management Thesis.
ABBREVIATION
GDP: Growth domestic product
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(SEZ): Special Economic Zone
RIL: Reliance India Limited
HUL: Hindustan Uniliver Limited
CSA: Customer Service Associates
SUMMARY
Retail trade at present accounts for 10 to 11 per cent of GDP and India ranks first in the Annual Global Retail Development Index 2006. Organized retail
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in India is virgin territory and the share of organized retailing in urban areas is between 12 and 20 per cent and is growing at 30 per cent annually. According to a McKinsey report on `Retailing in India,' the sector is set to grow as large as US $ 500 billion by 2010.
The Indian retail market, which is the fifth largest retail destination globally, according to industry estimates it is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and US$ 637 billion by 2015. Simultaneously, modern retail is likely to increase its share in the total retail market to 22 per cent by 2010.
Reliance Industries Limited
The Reliance Group, founded by Late 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 US$ 34 billion. The flagship company, Reliance Industries Limited, is a Fortune Global 500 company and is the largest private sector company in India.
Reliance Fresh
The retail chain division of Reliance Industries of India which is headed by Mr. Mukesh Ambani Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Reliance plans to invest Rs 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country. The Reliance Fresh supermarket chain is RIL’s Rs 25,000 croreS venture and it plans to add more stores across different areas and eventually have a pan-India footprint by year 2011. The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company. The company also has plans to train students and housewives in customer care and quality services for part-time jobs.
RESEARCH OBJECTIVES
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To study the different demographic, psychographics and situational variables which are affecting of selection of retail outlet.
To know the Products knowledge & promotional Tools which adapted by reliance fresh at Ahmadabad.
Understanding the needs of the customer.
To study various determinants, this plays a major role in buying decisions.
Identifying the choice and interest of the customers.
To understand the factors which influence consumers for buying?
After the whole project I can conclude my work as per the following points.
The main factor that effect the retail business is Location
Indians are price sensitive they seek value for money so price also matter for Indian customers
The purchasing pattern of the people in one location is totally different from other Location in Ahmedabad city
Customer service is not so much important in grocery retail , Quality, and Price matter a lot
The reason for which people prefer to buy from organized retail store is variety of product available under one roof and customer has not to move from one shop to another shop for his/her daily needs
Most of the people in Gujarat use to purchase their daily needs whenever they require.
INTRODUCTION
CURRENT RETAIL SCENARIO
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Retail trade at present accounts for 10 to 11 per cent of GDP and India ranks first in the Annual Global Retail Development Index 2006. Organized retail in India is virgin territory and the share of organized retailing in urban areas is between 12 and 20 per cent and is growing at 30 per cent annually. According to a McKinsey report on `Retailing in India,' the sector is set to grow as large as US $ 500 billion by 2010.
The Indian retail market, which is the fifth largest retail destination globally, according to industry estimates it is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and US$ 637 billion by 2015. Simultaneously, modern retail is likely to increase its share in the total retail market to 22 per cent by 2010.
Chart 1.1 Graph showing Predicted Mall Distribution Space in India
Retail and Real Estate are the two booming sectors of India and if industry experts are to be believed, the prospects of both the sectors are mutually dependent on each other. Retail, India’s one of largest industry, has presently emerged as one of the most dynamic and fast growing industries with several players entering in the market.
It accounts for around eight per cent of the employment in retail industry in India and it is gradually inching its way toward becoming the next boom industry.
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As the contemporary retail sector in India is reflected in sprawling shopping centers, multiplex- malls and huge complexes offer shopping, entertainment and food all under one roof, the concept of shopping has altered in terms of format and consumer buying attitude, ushering in a revolution in shopping in India. This has also contributed to large scale investments in the real estate sector with major national and global players investing in developing the infrastructure and construction of the retailing business. The trends that are driving the growth of the retail sector organized retail segment has been growing at a blistering pace, exceeding all previous estimates. According to a study by Deloitte Haskins and Sells, organized retail has increased its share from 5 per cent of total retail sales in 2006 to 8 per cent in 2007. The fastest growing segments have been the wholesale cash and carry stores (150 per cent) followed by supermarkets (100 per cent) and hypermarkets (75-80 per cent). Further, it estimates the organized segment to account for 25 per cent of the total sales by 2011.
INTRODUCTION OF THE COMPANY
RELIANCE INDUSTRIES LIMITED
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Late. Dhirubhai H. AmbaniFounder Chairman Reliance GroupDecember 28, 1932 - July 6, 2002
"Between my past, the present and the future,There is one common factor: Relationship and Trust.
This is the foundation of our growth."
RELIANCE RETAIL LIMITED
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Mr. Mukesh AmbaniChairman & Managing Director
(Reliance Retail Ltd)
K. Radhakrishnan Raghu PillaiCEO Chief Executive & President
Reliance Hypermarket Reliance Retail
"Growth has no limit at Reliance.I keep revising my vision.
Only when you can dream it, you can do it."
RELIANCE AT A GLANCE
Reliance Industries Limited
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The Reliance Group, founded by Late 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 US$ 34 billion. The flagship company, Reliance Industries Limited, is a Fortune Global 500 company and is the largest private sector company in India.
Backward vertical integration has been the cornerstone of the evolution and growth of Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward vertical integration in polyester, fiber intermediates, plastics, petrochemicals, petroleum refining and oil and gas exploration and production to be fully integrated along the materials and energy value chain.
The Group's activities span exploration and production of oil and gas, petroleum refining and marketing, petrochemicals (polyester, fiber intermediates, plastics and chemicals), textiles and retail. Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fiber producer in the world and among the top five to ten producers in the world in major petrochemical products.
The Group exports products in excess of US$ 20 billion to 108 countries in the world. Major Group Companies are Reliance Industries Limited (including main subsidiaries Reliance Petroleum Limited and Reliance Retail Limited ) and Reliance Industrial Infrastructure Limited.
Reliance Industries Limited (RIL) is India's largest private sector company on all major financial parameters with turnover of Rs1,18,354 crores (US$ 27.23 billion), cash profit of Rs17,678 crore (US$ 4.07 billion), net profit of Rs11,943 crores (US$ 2.75 billion) and net worth of Rs63, 967 crore (US$ 14.72 billion) as of March 31, 2007.
RIL is the first and only private sector company from India to feature in the Fortune Global 500 list of World’s Largest Corporations' and ranks amongst the world's Top 200 companies in terms of profits. RIL is amongst the 25 fastest climbers ranked by Fortune. RIL
RELIANCE PRODUCTS & BRANDS
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The Company expanded into textiles in 1975. Since its initial public offering in 1977, the Company has expanded rapidly and integrated backwards into other industry sectors, most notably the production of petrochemicals and the refining of crude oil.
The Company now has operations that span from the exploration and production of oil and gas to the manufacture of petroleum products, polyester products, polyester intermediates, plastics, polymer intermediates, chemicals and synthetic textiles and fabrics.
The Company from time to time seeks to further diversify into other industries. In January 2006, the Company approved a plan to establish a retail business through a subsidiary Reliance Retail Limited that will operate, among other things, supermarkets, convenience stores and specialty stores across India. The Company approved initial expenditure of US$ 750 million to fund the initial stages of this plan.
The Company's subsidiary Reliance Jamnagar Infrastructure Limited is currently establishing infrastructure facilities such as roads and buildings for the proposed Special Economic Zone (SEZ) at Jamnagar, Gujarat.
The Company's major products and brands, from oil and gas to textiles are tightly integrated and benefit from synergies across the Company. Central to the Company's operations is its vertical backward integration strategy; raw materials such as PTA, MEG, ethylene, propylene and normal paraffin that were previously imported at a higher cost and subject to import duties are now sourced from within the Company. This has had a positive effect on the Company's operating margins and interest costs and decreased the Company's exposure to the cyclicality of markets and raw material prices. The Company believes that this strategy is also important in maintaining a domestic market leadership position in its major product lines and in providing a competitive advantage.
RELIANCE RETAIL VISION AND MISSION
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VISION
“To be the most admired and successful organized Retail company in India that materially enhances the quality of life of every Indian”
MISSION
“Leapfrog the way an Indian consumer shops”
INTRODUCTION TO RELIANCE FRESH
The retail chain division of Reliance Industries of India which is headed by Mr. Mukesh Ambani Reliance has entered into this segment by opening new
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retail stores into almost every metropolitan and regional area of India. Reliance plans to invest Rs 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country. The Reliance Fresh supermarket chain is RIL’s Rs 25,000 crore venture and it plans to add more stores across different g, and eventually have a pan-India footprint by year 2011. The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company. The company also has plans to train students and housewives in customer care and quality services for part-time jobs.
Reliance Fresh recently opened several "Fresh" outlets in Chennai, New Delhi, Hyderabad, Jaipur, Mumbai, Chandigarh, Ludhiana and in Ahmedabad also.
There are 38 Reliance Fresh stores in Ahmedabad and they are also planning to open new 40 stores over there. Reliance is still testing its retail concepts by controlled entry beginning in the southern states. Reliance has
decided to minimize its exposure in the fruit and vegetable business and position. Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT, wellness and auto accessories, with food accounting for the bulk of the business.The company may not stock fruit and vegetables in some states, Orissa being one of them. Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned. When the first Reliance Fresh store opened in Hyderabad last October, not only did the company said the store’s main focus would be fresh produce like fruits and vegetables at a much lower price, but also spoke at length about its “farm-to-fork’’ theory. The idea the company
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spoke about was to source from farmers and sell directly to the consumer removing middlemen out of the way.
Location
Location of the stores and its format there are 38 Reliance Fresh store in different locations in Ahmedabad city.
Operation time of the Stores
8 A.M – 9 P.M.
Store Size
There are store of different sizes and sizes vary from 2000 Sq. ft to 8500 Sq. ft.
Company Website
www. ril.com
COMPETITORS
More
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More stores are owned by Aditya Birla Group and promise a world-class pleasurable shopping experience to Indian consumers in their very own neighborhood.
More Quality
More Variety
More Convenience
More Value
These are the four delivery cornerstones of the more chain of supermarket stores. There are nearly 14 stores of More in Ahmedabad City and giving intense competition to Reliance Fresh Ltd and other organized Retailers in Ahmedabad City.
Indiabulls mart
Indiabulls group, which began its business foray first as a capital market intermediary, delving into real estate business thereafter, entered the booming retail sector, by acquiring entire retail business of Piramal group being conducted under ‘Pyramid’ brand, has completed the process of rechristening Pyramid retail formats as Indiabulls Megastore and Indiabulls Mart. There are only few stores located in Ahmedabad City
Spencer
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Spencer’s Retail is one of India’s fastest growing retail stores with multiple formats and retailing food, apparel, fashion, electronics, lifestyle products, music and books. Established in 1996,
Spencer’s has become a popular destination for shoppers in India with supermarkets, hypermarkets and dailies spread all over India. Spencer’s has retail footage of over 2 million square feet and over 400 Spencer’s stores in 65 cities. The company operates through the following formats:
Spencer’s Hypermarkets
a fast growing retail network of hypermarkets with large format stores in Mumbai, Gurgaon, Ghaziabad, Lucknow, Calicut, Hyderabad, Vizag, Vijayawada, Aurangabad Durgapur and Kolkata.
Spencer’s Super
one of the largest supermarket chains in the food and grocery segment in India.
Spencer’s Daily
small format stores conveniently located with a range of products to meet your daily household needs.
Spencer’s Express
your food and grocery store next door.
There are nearly 9 to 10 Spencer’s stores in Ahmedabad city in different areas.
6Ten stores
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Launched on March 27, 2007,neighbourhood convenience store chain 6Ten’s retail network has already spread to over 320 stores acrossNCR, Chandigarh, Mohali, Panchkula, Amritsar,Ludhiana, Ambala, and Nagpur with 3,10,000 sq.ft of retail space on investment of Rs.150 crore. The Rs.1,085 crore listed company REI Agro Ltd plans to open 1,000 stores covering an area of 10 lakh sq.ft by FY 2009 and 2,800 stores covering over 40 lakh sq.ft by FY 2011. There is only one store available in Ahmedabad City and other stores are under construction in Ahmedabad and other parts of Country
Subhiksha
Subhiksha is India's largest supermarket, pharmacy and telecom chain. Started in 1997 as a single store entity in South Chennai, it is now present nationally across 1000 outlets and spread across more than 90 cities. You can now locate the nearest Subhiksha store in your area with the Store Locators. Subhiksha is India's largest supermarket, pharmacy and telecom chain. Started in 1997 as a single store entity in South Chennai, it is now present nationally with 1000 outlets and spread across more than 90 cities. ICICI Venture Capital has a 24% stake in Subhiksha.
Future Group
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Future Group is one of the country’s leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. The group’s flagship company, Pantaloon Retail (India) Limited operates over 7 million square feet of retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format, futurebazaar.com.
The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint venture companies with a number of partners including French retailer Etam group, Lee Cooper, Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a group company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next and Guess in India. Future Group companies also includes, Future Capital Holdings, Future Generali India Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on asset management and consumer credit. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels.
The group’s joint venture partners include Italian insurance major, Generali, French retailer ETAM group, US-based stationary products retailer, Staples Inc and UK-based Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.
Partner Companies
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Pantaloon Industries Ltd
Home Solutions Retail (India) Ltd
Future Capital Holdings
CovergeM Retail (India) Ltd
Indus League Clothing Ltd
Galaxy Entertainment Corporate Ltd
Joint Ventures Companies
Planet Retail Holdings Ltd
Footmart Retail
GJ Future Fashions
CapitaLand Retail India
ETAM Future Fashions India Pvt Ltd
Big Bazaar
Big Bazaar is the part of future group and pantaloon India ltd. Big Bazaar is the hyper market kind of retail format. It offers many types of product in a wild range of variety. Big Bazaar offers value. And not just to its customer. At present 101 stores established of Big Bazaar across India. Value to those who benefit when property prices shoot up around Big Bazaar location. Value to the entrepreneurs Big Bazaar sources from. Value, to cottage industry in the vicinity, Value, to more then 21,680 employees.
REVIEW OF LITERATURE
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Retail is India's largest industry. It accounts for over 10 per cent of the
India's GDP and around eight per cent of the employment. Retail sector is
one of India's fastest growing sectors with a 5 per cent compounded
annual growth rate. India's huge middle class base and its untapped retail
industry are key attractions for global retail giants planning to enter
newer markets. Driven by changing lifestyles, strong income growth and
favorable demographic patterns, Indian retail is expected to grow 25 per
cent annually. It is expected that retail in India could be worth US$ 175-
200 billion by 2016.
As the nature of the study is survey. Nature of the data is primary by
questionnaire to customers. The same study particularly in Ahmadabad
location and for the same retail outlet is difficult to find. General
information related to catchment analysis and retail store are available
but it is not appropriate to mention all those information here.
Theoretical concept are taken from the different books as mention in the
references. The other information is taken from the different web sites.
Other data are taken from the different sources are mention in references.
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The organized retail industry in India had not evolved till the early 1990s.
Until then, the industry was dominated by the un-organized sector. It was
a seller’s market, with a limited number of brands, and little choice
available to customers. Lack of trained manpower, tax laws and
government regulations all discouraged the growth of organized retailing
in India during that period. Lack of consumer awareness and restrictions
over entry of foreign players into the sector also contributed to the delay
in the growth of organized retailing. Foundation for organized retail in
India was laid by Kishore Biyani of Pantaloon Retails India Limited
(PRIL). Following Pantaloon's successful venture a host of Indian
business giants such as Reliance, Bharti, Birla and others are now
entering into retail sector.
A number of factors are driving India's retail market. These include:
increase in the young working population, hefty pay-packets, nuclear
families in urban areas, increasing working-women population, increase
in disposable income and customer aspiration, increase in expenditure for
luxury items, and low share of organized retailing. India's retail boom is
manifested in sprawling shopping centres, multiplex- malls and huge
complexes that offer shopping, entertainment and food all under one roof.
But there is a flip side to the boom in the retail sector. It is feared that the
entry of global business giants into organized retail would make
redundant the neighborhood Kirana stores resulting in dislocation in
traditional economic structure. Also, the growth path for organized retail
in India is not hurdle free. The taxation system still favors small retail
business.
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A perfect business model for retail is still in evolutionary stage.
Procurement is very vital cog in the retail wheel. The retailer has to fight
issues like fragmented sourcing, unpredictable availability, unsorted food
provisions and daily fluctuating prices as against consumer expectations
of round-the-year steady prices, sorted and cleaned food and fresh stock
at all times.
Trained human resource for retail is another big challenge. The talent
base is limited and with the entry of big giants there is a cat fight among
them to retain this talent. This has resulted in big salary hikes at the level
of upper and middle management and thereby eroding the profit margin
of the business.
But retail offers tremendous for the growth of Indian economy. If all the
above challenges are tackled prudently there is a great potential that retail
may offer employment opportunities to millions living in small town and
cities and in the process distributing the benefits of economic boom and
resulting in equitable growth.
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INTRODUCTION OF PROJECT REPORT
PROJECT TITLE
“To Study the consumer attitude towards organized Retail Outlet with special reference to Reliance fresh”
Consumer Attitude
Consumer attitude helps the organization to understand the purchasing pattern of consumer. For example customer wants to buy from local kirana store (Mom and Pop store) because of location is convenience for them. If the Retailer comes to know that what exactly is the reason of purchasing so the Retailer can change his store according store because the main reason for the existence of Retailer is customer and I have to change according to customer.
Consumer Attitude is very important in Retail consumer attitude means the behavior which a consumer shows while purchasing. The consumer shows different consumer attitude because of different names
Demographics Psychographics Situation
The main aim of this Project to find out the reason what exactly prefer a Retail outlet while purchasing this reason may be:
Location Ambiance of the store Pricing Quality Variety Customer Services
Or I can say that I came to know about the purchasing pattern of the customer then I as a retailer can change ourselves according to customer purchasing pattern.
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KEY RESPONSIBILITIES
There are 38 Reliance fresh store in Ahmedabad some of them are working good means high sales and some of them are not working good means low sales. So, I had been allotted 7 stores to do catchment study
Radhe store ( Khokra Ahmedabad)
SP Mall store ( Bapu Nagar , Ahmedabad)
Pancham store (Bapu Nagar , Ahmedabad)
Shahibag store ( Shahi Bagh , Ahmedabad)
Safal store ( Anand Nagar , Ahmedabad)
Shyam Shikhar store (Bapu Nagar , Ahmedabad)
Pushpak store ( Khanpur , Ahmedabad)
That I have to do catchment analysis of them. Reliance provides me format that I have to follow for catchment.
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WHAT IS CATCHMENT ANALYSIS…?
Catchment means to find out information of the customer, competitors etc. and suitable location to open the store in a particular area means
Income group of people ( Low income group , Middle income group , High income group)
Purchasing pattern
Number of households in that particular area
Distance of residential area ( societies , flats , chawls) from the store so that we can find out that how much far customer can travel to come inside the store
Location of the store( Prime location , Subprime location )
Number of grocery stores in that area
Number of super value ( Hindustan liver product sale is more that Rs. 1 lac monthly) stores in that store
Number of organized Retailer ( Competitors) in that area
Number of Apparels shop
Number of banks in that area
Awareness about the store
Number of educational institute in that area
Number of entertainment centre ( Cinemas) in that area
The main occupation of the people in that are
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From this data I come to know about our customer and I can analysis the purchasing pattern of the customer
Catchment Analysis Format For The Stores Within 2 K.M RadiusCatchment Analysis
List of Residential Societies / Flats List of Organized Retailer( competitor)
List of Organized Retailer( Competitor)
Sr. No.
NameNo. of Households
Sr. No. Name Area in SFT Format Category
1 1 Staples2 2 PF & Beverages3 3 Pharmacy4 4 Dairy5 5 Consumer Durables6 6 Apparel7 7 Stationary/Toys/Gifts/Books/8 8 Apparel9 9 GM ADU,HF&EH10 10 Florist11 List of Govt./ Pvt .Offices/Banks List of Restaurants/Eat Outs12 Sr. No. Name Approx Employee Names13 1 14 2 15 3 16 4 17 5 18 6
19 List of Education Institutes
List of Cinemas/Entertainmet Centres
20 Sr. No. Name Approx Students Names
21 1 22 2 23 3
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After catchment analysis I have to make a report on catchment and Observation about
Store operation Customer Location Pricing strategy of competitors
PROJECT DETAILS/ METHODOLOGY
Selecting and establishing research design
Research type
Exploratory research
Information sources
Primary data
Sample Size
200 People
Research Instrument: Questionnaire
Types of Forms in Questionnaire: Open ended question and Closed ended question
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FINALIZING RESEARCH INSTRUMENT / DATA
Methodology of collecting the data
Personal interview are taken while doing catchment survey of Reliance Fresh Stores.
Data Collection
For Data collection I went to different area of Ahmedabad while doing catchment survey of Reliance Fresh Stores and approach respondents from the front.
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ANALYSIS AND RESULTS
I have divided my question in to three parts general information like respondents age, sex, name etc. warm up questions family size, education qualification, business types. And lastly main purpose questions. (all questions were put in annexure - i)
Results shows out of 200, 80 respondents were female and 120 were male. Out of 200 130 respondents are under the age of 25-35.
Warm up questions/ general purpose questions:
Que.1: What is your Family Size (No. of Member)?
FAMILY SIZE AHEMDABAD2 Members 203 Members 604 Members 705 or Above 50
Most of the respondents having family size of four members, 3members and five and above. Around 10 percent people having family size of two member. Family having less than five members having high disposable income. “Newly wed” group also having high disposable income.
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Que.2: What is your Educational Qualification?EDUCATIONAL QUALIFICATION AHEMDABAD
10th Pass 0812th Pass 18Graduate 72
Post Graduate 80
Result reveled that most of the respondents are educated generally graduate and post graduate.
Que.3: What is your Occupation?OCCUPATION AHEMDABAD
Business (Firm/Company) 12Self Employed (Small Business) 40
Govt. Service 40Private Job 100
Other 8
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Result reveled that most of the respondents are doing privet job. People doing privet job having varied income and they are more sensitive towards safety need. They are generally investing their money for future.
Que. 4: Main purpose to visit retail storePurpose No of respondents
Leisure time activity 40Children’s demand 30
Purchase of special products 30Purchase of general products 100
There are significant amount of people who visit the retail store as a leisure time activity and children’s demand. Significant amount of people come for purchasing general merchandise from the retail store.
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Main purpose questions
Q 1. From where do you buy your daily need products?
Ans. Mom and Pop store Big Bazaar
More Reliance Fresh
Other (Please Specify)
Analysis:-
Retailers No. of PeopleMom and Pop Store 98
Big Bazaar 35More 24
Reliance Fresh 39Others 4
Graph showing store selection for purchasing daily needs
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35, 18%
24, 12%
39, 20% 4, 2%
98, 48%Mom and Pop StoreBig BazaarMoreReliance FreshOthers
As per survey conducted
48% of People are purchasing their daily needs from Mom and Pop
store because of convenience is the main factors for them. Some of
the Customers always prefer to buy their daily needs from Mom &
Pop store because they are situated very near to them.
20 % of People are purchasing their daily needs from Reliance Fresh,
because it gives brand name to them and they feel proud after
purchasing from any of Reliance fresh stores from Ahmedabad
18 % of People are purchasing their daily needs from Big Bazaar
because Big Bazaar has positioned itself “SABSE ACHCHA AUR
SABSE SASTA” Moreover Big Bazaar was the first one to enter into
the Organized Sector in India
12% of People are purchasing their daily needs from More, Well
More (Aditya Birla Group) is not so much Popular among the People
because they are lacking in awareness
2% of People are purchasing their daily needs from other Stores like
Spencer’s, Subhiksha, India Bulls Mart and Vishal Mega Mart etc.
It shows that people still like to purchase from Mom and Pop store and
Street Vendors because they are situated very near to them.
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Q 2. From where do you come to know about the above store?
Ans. Family Print media Friends Radio and TV
Other (Please Specify)
Analysis:-
Retailers No. of PeopleMom and Pop Store 98
Big Bazaar 35More 24
Reliance Fresh 39Others 4
Graph showing the communication channel for promotion
1422
156
6 20
20
40
60
80
100
120
140
160
180
No
. o
f P
eop
le
Series1 14 22 156 6 2
Family Friends Print Media Radio & TV Others
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As per survey conducted
Nearly 80 % of people come know about store from Print Media,
Because it is very popular source of advertisement among the people
Others like Radio & TV, Friends and informed by family are
following nearly 9 to 10 %
So, from the above data we can conclude that still print media is catching the eyes of consumer.
Q 3. According to you what are important factors for you when you go for shopping?
(Rank 1 to 5)
Ans. Location Customer Services Pricing & Discounts Variety Quality
Analysis:-
Rank Location Pricing & Discount Quality Variety Customer Services1 76 24 48 36 162 46 30 66 42 163 30 50 56 50 144 22 56 24 60 385 26 40 6 12 116
Page 37 of 66
Graph showing customers preference for selection retail outlet
As per survey conducted
Nearly 40% of people prefer location as their first priority to buy their daily needs because everybody in Ahmedabad is looking for convenience
33% of people prefer quality of the product as their second priority for the daily needs, quality means freshness of vegetable, cleanliness of stores
25% of people prefer Pricing & Discount of the product as their third priority for the daily needs because in Ahmedabad city People are price sensitive
30% of people prefer Variety of the product as their forth priority for the daily needs
More than 50% of people look after customer service as their least priority for the daily needs.
We can conclude that people look after nearest location and quality of product while purchasing daily needs.
Page 38 of 66
76
46
30
22
26
24
30
50
56
40
48
66
56
246
36
42
50
60
12
161614
38
116
0%10%20%30%40%50%60%70%80%90%
100%
No. of % people
Location Pricing &Discount
Quality Variety CustomerServices
Factor considered while purchasing
Rank 5
Rank 4
Rank 3
Rank 2
Rank 1
Q 4. When do you purchase more?
Ans. First week of month Mid of the month
End of the month When required
Analysis:-
When they Purchase No. of PeopleFirst of week of Month 46
Mid of the Month 38End of Month 12
When Required 104
Graph showing purchasing nature and time of customers
Page 39 of 66
Frist of week of Month, 46, 23%
Mid of the Month, 38, 19%
End of Month, 12, 6%
104, 52%When Required,
As per survey conducted
More than 50% of people purchase when they require means there is no fix time to buy their daily needs but, When they feel the need of product they immediately buy it
23% of people purchase their daily needs within the first week of the month. Some of the survey people prefer to buy their daily needs in first week of the month because service class people get their salary in the first week of the starting month
19 % of people buy their daily needs during the mid of month
Only 6% of people go for purchase at the end of the month.
So, we can conclude that people like to buy when they feel need of that particular product.
Q 5. How frequently do you purchase?
Ans.
Category Daily Weekly Fortnightly Monthly More than a month
F&VGroceryCosmeticsBeverages Ready to food
Analysis:-
Categories Daily Weekly Fortnightly Monthly More than MonthF & V 94 86 4 10 6
Grocery 4 32 30 100 34Cosmetics 2 6 22 138 32Beverages 12 54 46 48 40
Ready to food 20 62 22 66 30
Page 40 of 66
94
86
4106
432
30
100
34
2622
138
32
12
54
46
48
40
20
62
22
66
30
0%10%20%30%40%50%60%70%80%90%
100%
No.of % people
F & V Grocery Cosmetics Beverages& Snacks
Ready toeat food
Catagories
More than Month
Monthly
Fortnighlty
Weekly
Daily
Graph showing purchasing pattern of different categories
As per survey conducted
It has been observed that people mostly prefer to buy fruits and vegetables daily or weekly as they are perishable product and they are too difficult to store without refrigerator and most of the surveyed people come under monthly family income slab of Rs. 5,000-15,0000
While grocery and staples product are purchased at least once in a month, because they are not perishable like Fruits & Vegetable and this is people tendency to preserve grocery and staples once in week
Some of the people prefer to preserve grocery and staples only once in a year
While cosmetics and ready to eat food are meant to be bought at least once in a month because it has been clearly observed in the survey that people from Ahmedabad city especially women are not very fond of cosmetics product any how.
Page 41 of 66
Q 6. Have you ever visited Reliance Fresh store? (If yes than only go ahead)
Ans. Yes No
Analysis:-
Particular No. of PeopleYes 136No 64
Graph showing visit awareness of Reliance fresh Ltd.
As per survey conducted
68% of people have at least once visited any of the Reliance Fresh stores, because there are nearly 40 Reliance Fresh stores across the Ahmedabad so people visit Reliance fresh stores
From the survey people only 32% of People refused to visit the Reliance Fresh store
So there is good response for Reliance fresh as compared to its competitors.
Page 42 of 66
136, 68%
64, 32%
Yes No
27
85
18
6
28
93
87
10
57
63
6
26
84
179
13
93
25
5
27
74
28
7
0%10%20%30%40%50%60%70%80%90%
100%
No. of % People
Convenience Ambiance Price Quality Service ProductAvailability
Factors
Poor
Average
Good
Excellent
Q 7. Rate the following factors on the basis of your experience?
Ans. 1. Excellent 2. Good 3. Average 4.Poor
Factors Reliance Fresh Factors Reliance FreshConvenience QualityAmbiance ServicesPrice Product availability
Analysis:-
Factors Excellent Good Average PoorConvenience 27 85 18 6Ambiance 28 93 8 7Price 10 57 63 6Quality 26 84 17 9Service 13 93 25 5Product Availability 27 74 28 7
Page 43 of 66
As per survey conducted
More than 70% of people satisfied with the convenience of the Reliance
Fresh store because now it is situated in every area of Ahmedabad city
with Prime Location
80% of people like the ambiance of the Reliance Fresh store like
assortments of Fruits and Vegetables, Chillers are used for Dairy
Products and Beverages
Nearly 50% of people think that price of Reliance Fresh product are
Average because they don’t find much difference between Prices of
Reliance Fresh stores and other stores located in the city like Spencer’s,
More, 6Ten etc,
70% of people feel good about Quality, Service and Product Availability
are offered by Reliance fresh Ltd in Ahmedabad city
So, we can conclude that people are not very satisfied with the pricing of
Reliance Fresh product
Q 8. How far you have to travel to go for purchasing from Reliance Fresh?
Ans. Less than 3 K.M 3 K.M -6 K.M
7 K.M – 10 K.M More than 10 K.M
Page 44 of 66
Analysis:-
Particular No. of PeopleLess than 3 KM 883 KM to 6 KM 337 KM to 10 KM 9More than 10 KM 6
Graph showing distance preference to visit Reliance Fresh stores
It has been observed that People always prefer to buy their daily needs from the nearest store which is less than 3 K.M
65 % of people like to buy purchase within the radius of 3 K.M from their households because generally in area of Ahmedabad they don’t get organized stores so they have to travel more to reach some of the organized stores like Reliance Fresh, Big Bazaar, Spencer’s and others
While some people who don’t have Reliance fresh store within their locality they still prefer to go beyond 3 K.M to purchase their daily needs
So, we can conclude that majority of people always prefer to purchase from nearest place.
Page 45 of 66
3 KM to 6 KM, 33, 24% Less than 3
KM, 88, 65%
7 KM to 10 KM, 9, 7%
More than 10 KM, 6, 4%
Q 9. How do you find employees attitude in the Reliance Fresh store?
Ans. Co-Operative Rude
They only help when they are asked
Analysis:-
Graph showing consumer’s experience with Reliance fresh employees
Page 46 of 66
Particular No. of PeopleCo-Operative 86Rude 18They only help when they are asked 32
Rude, 18, 13%
They only help When they are Asked, 32, 24%
Co-Operative, 86, 63%
As per survey conducted
63% of consumers who visited Reliance fresh stores they always find CSAs and other staff behavior very co-operative because they think that CSAs approach them from their front and always willing to help them any how
Whereas 24% of People think that they have to always call CSAs to help them anyhow also Customers think that they are demotivated towards their works
While only 13% of People think that CSAs and other staff behave very rudely with them.
So, we can conclude Consumers are much satisfied with service level of CSAs and other staff of Reliance Fresh Ltd.
Q 10. How do you find customer service in the Reliance Fresh store?
Ans. Excellent Good
Average Poor
Analysis:-
Particular No. of PeopleExcellent 47Good 65Average 18Poor 6
Graph showing consumer’s experience with Reliance fresh customer service
Page 47 of 66
Good, 65, 48%
Average, 18,13% Poor, 6, 4%
Excellent, 47, 35%
As per survey conducted
Almost 35% of surveyed people find the Customer service offered by Reliance Fresh is excellent like When they visit MSR ( Member of Sales Representive ) within no time MSA inform them about their gather point and other facility like Recharge of Mobile
While 48% of surveyed people find it good means they don’t have to wait for their turn
Only 4% of People find it very poor service offered Customer Service department in Reliance Fresh Stores.
So, we can conclude that customer service level is very good by Reliance fresh towards its potential customers.
Q 11. Do you find the pricing of Reliance Fresh store is less than other store?
Ans. Yes No Equal
Analysis:-
Particular No. of PeopleYes 47No 61Equal 28Total 136
Graph showing consumer’s experience with Reliance fresh pricing comparing with Outside pricing
Page 48 of 66
No, 61, 44%
Equal, 28, 21% Yes, 47,
35%
120
48
266
020406080
100120140
5000-15000
15000-25000
25000-50000
More than50000
Income Level
No
. o
f P
eop
le
Series1
As per survey conducted
44% of People think that the prices of daily needs are higher than outside means Local vendors and street vendors or other organized retail format
While 35% of People find it lower than outside and other organized store
Only 21% of People think there no difference between prices of Reliance fresh and other stores.
Q 12. What is your monthly family income?
Ans. Income Level (monthly) - 5000-15000 15000-25000 25000-50000 More than 50000
Analysis:-
Particular No. of PeopleRs. 5000-15000 120Rs. 15000-25000 48Rs. 25000-50000 26More than Rs. 50000 6
Graph showing monthly family income of the customer who visit Reliance fresh Stores
As per survey conducted
Page 49 of 66
60% are those people whose family income is between 5000-15000 monthly
24% are those people whose family income is between 15000-25000 monthly
13% are those people whose family income is between 25000-50000 monthly
3% are those people whose family income is more than 50000-monthly.
We can conclude that here in Reliance fresh store is having every kind of Customers like Higher Class, Middle Class and Lower Class of People
INTERPRETATION OF RESULTS
Page 50 of 66
Most of the people prefer to purchase their daily needs products from Mom and Pop stores and street vendors because of convenience location
80% of people come to know about organized stores through print media and other printing advertisement
Consumers prefer to purchase from nearest organized stores according to
Location
Quality
Variety
Pricing and Discounts
Customer Service
It has been clearly observed that in Ahmedabad city there no fix time of purchasing daily needs products but, whenever they feel need of the product they immediately purchase it
In survey it has been seen that people prefer to buy
Fruits and vegetables on daily basis as they are perishable
Grocery and staples items on monthly basis
Cosmetics products are purchased on monthly basis
Beverages and snacks are preferred to buy weekly basis
Ready to food like Maggie, Biscuits and Kharkharas are bought on weekly basis
In Ahmedabad city People don’t prefer to eat Frozen foods and readymade food like frozen vegetables, Frozen meat much Increase the number of female in purchasing the products because of the demographic changes.
Page 51 of 66
The response for Reliance Fresh from the surveyed people is quite good about 70% of surveyed people have at least once visited any of the Reliance fresh storesCustomer find the Convenience, Quality ,Service ,Product availability are good of the Reliance Fresh store and pricing of the products are average as per survey
Most of the People always like to visit nearest Reliance fresh stores in their locality
In any of the Reliance Fresh stores most of the consumers find employees behavior very co-operative towards them
While ¼ of the surveyed people find that CSA(Customer Service Associates) only help when they are asked means the CSA staff does not approach the customer from the front
About 1/5 of the customer find that CSA staff behavior is rude toward customerMost of the people found that customer services are good in Reliance Fresh store
Most of the people found that pricing of the Reliance Fresh store is higher than outside
In survey we find most of the people are from lower income group
About 33 % of the respondents are from middle income group
About 20 % people are from high income group.
According to w size of four members, 3members and five and above. Around 10 percent people having family size of two member.
Page 52 of 66
Family having less than five members having high disposable income. “Newly wed” group also having high disposable income.
Result reveled that most of the respondents are educated generally graduate and post graduate. Result reveled that most of the respondents are doing privet job. arm up questions it is seen that Most of the respondents having family
People doing privet job having varied income and they are more sensitive towards safety need. They are generally investing their money for future.
There are significant amount of people who visit the retail store as a leisure time activity and children’s demand. Significant amount of people come for purchasing general merchandise from the retail store.
RECOMMENDATION FOR RELIANCE FRESH
Page 53 of 66
As people prefer to buy from local kirana store because of location so
Reliance Fresh has to open its new store at very main location in the city
because the most important thing in Retail is Location –Location – Location
As per survey conducted most of the people came to know about organized
store because of print media so Reliance must put more emphasis on this
channel of communication and promotion means print media
As customer prefer to buy from organized store firstly due to location so
Reliance must open its store at convenience location, then customer prefer
quality so Reliance must put only quality products inside the store
As customer prefer to buy Fruits and Vegetables on daily basis , grocery
items on monthly basis, cosmetics items on monthly basis, Beverages and
snacks on weekly basis and Ready to eat food on monthly basis and people
prefer to buy products whenever they required so Reliance Fresh must put
all the items in shelves every time
People don’t prefer to buy frozen food and prefer to eat homemade food so
Reliance fresh must not put frozen food in Reliance fresh store to save
inventory cost
As about 33 % customer found that CSA does not approach customer from
the front the CSA only help when they are asked to help, so CSA staff must
approach to customer from the front and help the customer and try to sell
more and more items to increase the sale of Reliance Fresh store
As some the customer found the CSA behavior is rude toward the customer
so CSA must change their attitude toward customer and feel the customer
Page 54 of 66
proud because customer is King and a satisfied customer can bring 10 new
customer by word of mouth it just like a chain
As most of the customer found that pricing of the items in Reliance fresh
store is higher than outside and as Indians are price sensitive so must keep
pricing of our products less than outside
As our most of the customer are from lower income group so we must keep
merchandise according to their needs.
Most of the people visit the retail store as a leisure time activity so retail
store should use some strategy to generate some income from such people
like retail store should charge for vehicle parking. Store also put some items
to increase “impulse buying”
As the increase of woman in purchasing and visiting the retail store, store
should carry such items which can increase the attention of the woman.
CUSTOMER SUGGESTIONS FOR RELIANCE FRESH
Page 55 of 66
We have asked some of the customer in Reliance Fresh store to give suggestion
to make Reliance Fresh store to make it more better some of the valuable
suggestions are as follows:-
Pricing of products should be low inside the store than outside
Most of the customer suggested that Fruits and vegetables must be fresh in
store because of brand name Reliance Fresh ( Reliance Fresh)
Credit facility must be provide to the customer just like local Mom and Pop
( Kirana wala) provides
Reliance must improve service quality as Reliance is brand name
More varieties of products should be available inside the store
CSA’s service must be good
There must be enough number of POS and all must be in working condition
during peak hours because customer has to wait in queue
All items should be in enough quantity some time customer find some items
out of stock (butter milk, curd etc.)
More discounts schemes should be available in Reliance fresh store as like
as Big Bazaar.
CONCLUSION
Page 56 of 66
From above the survey we conclude that
The main factor that effect the retail business is Location
Indians are price sensitive they seek value for money so price also matter
for Indian customers
The purchasing pattern of the people in one location is totally different
from other Location in Ahmedabad city
Customer service is not so much important in grocery retail , Quality,
and Price matter a lot
The reason for which people prefer to buy from organized retail store is
variety of product available under one roof and customer has not to move
from one shop to another shop for his/her daily needs
Most of the people in Gujarat use to purchase their daily needs whenever
they require.
TERMINOLOGY
Page 57 of 66
Chain store
Stores that have two or more retail out lets that are commonly owned and
monitored. These stores are have a centralized buying, and merchandise system
and sell similar lines of merchandise.
Combination store
A blend of super market and a general merchandise contributes more
than 40 percent of the sales.
Consumer markets
It consist of the individuals, households, which are ultimate users of
goods and services.
Consumer buying behavior
The response and reaction of the ultimate consumer to various situations
involved in purchasing and using various goods and services.
Convenience goods
Products that customers buy frequently, such as fruits, vegetables,
groceries.
Convenience store
Small stores that are located near residential areas. It caters to customers
who prefer convenience buying or shopping to the price of the products.
Conventional supermarket
Stores that focus on food and household maintenance products. These
stores earn very limited revenues from the sale of non food or general
merchandise goods.
Hyper market
Page 58 of 66
A large retail store that offers products at a low price. It is a
combination of discount store and a food based supermarket.
Isolated store
A freestanding retail outlet situated either on a street or a highway.
Stores of this kind do not have any retailers in their vicinity with whom they
have to share consumers.
Market area analysis
Analyzing regional and local markets to determine the area that seems to
offer the highest market potential. Such an assessment is called market area
analysis.
Merchandise Mix
The total range of products that a store offers to its customers.
Primary trade area
The trade area that consist of fifty to eighty percent of the store’s
customers. This area is nearest to the store, has a highest density of customers
to population, and contributes the highest per capita sales.
Regional shopping centre
A planned shopping centre catering to a geographically dispersed market.
It consist of at least one big department store and 50 or more small retailer.
Retail entrepreneur
A person who has the ability to organize, manage and take on the
responsibility of running a retailing activity/ business.
Retail market
A group of customers who have common or similar needs which can be
collectively addressed by retailer who choose to cater to the same group or
customer segment.
Retailer
Page 59 of 66
The last entity of the distribution channel.
Retailing
A set of business activity that adds value to the products and services sold
to the final customers for their personal, family or house hold use.
Trade area Analysis
Trade areas refer to the places from which most of the customers are
drawn. The process of selecting trade areas is known as trade area analysis.
Trade area
A geographical area containing the customers of particular firm or group of
firms for specific goods or services.
Warehouse store
The store are discount food retailers with the size of 100,000 square feet.
They cater to customers who look for low price deals.
BIBLIOGRAPHY Page 60 of 66
BRM(Business research methods) ISBN 81-7881-947-3, Ref. No. BRM/A-
09 2K5 63 [A text book of MBA students by ICFAI university]
Marketing Management by Kotler, Kelly, Kozy and Jha
Research Methodology by William Zikmund
Retail Management Ref. No. RM/A – 052K333 Published by ICFAI Centre
for Management Research, Road # 3, Banjara hills, Hyderabad – 500 034
www.Google.com
www.rai.com
www.ril.com
www. reliancefresh .info
ANNEXURE I
Page 61 of 66
QUESTIONNAIRE
General questions:Name : _______________________________________________________________City : _______________________Gender: Age:
Warm up questions:
Que.1: What is your Family Size (No. of Member)? ____________________
Que.2: What is your Educational Qualification?
Que.3: What is your Occupation?
Que. 4: Main purpose to visit retail store:
Leisure time activityChildren’s demandPurchase of special productsPurchase of general product
Main purpose questions:
Q1. From where do you buy your daily need products?
Page 62 of 66
Male Female 18-20 21-2425-29 30-3435-45 46-5455 or Above
10th pass 12th passGraduate Post graduateOther (Specify)
Professional Govt. ServiceBusiness (Firm/Company) Private JobSelf Employed (Small Business)Other (Specify)
Ans. Mom and Pop store Big Bazaar
Shubhiksha Reliance Fresh Other (Please Specify)
Q2. From where do you come to know about the above store?
Ans. Family Print media
Friends Other (Please Specify)
Radio and TV
Q3. According to you what is important thing for you when you go for shopping? (Rank 1 to 5)
Ans. Location Pricing & Discounts
Quality Customer Services
Variety
Q4. When do you purchase more?
Ans.
Page 63 of 66
First week of month Mid of the month
End of the month When required
Q5. How frequently do you purchase?
Ans.
Category Daily Weekly Fortnightly Monthly More than a month
F&V
GroceryCosmeticsBeverages & SnacksReady to eat food
Q6. Have you ever visited Reliance Fresh store? (If yes than only go ahead)
Ans. Yes No
Q7. Rate the following on the basis of your experience?
Page 64 of 66
Ans. 1. Excellent 2. Good 3. Average 4.Poor
Factors Reliance Fresh Factors Reliance FreshConvenience Quality
Ambiance Services
Price Product availability
Q8. How far you have to travel to go for purchasing from Reliance Fresh?
Ans. Less than 3 K.M 3K.M -6 K.M
7 K.M – 10 K.M More than 10 K.M
Q9. How do you find employees attitude in the Reliance Fresh store?
Ans. Co-Operative Rude
They only help when they are asked
Q10. How do you find customer service in the Reliance Fresh store?
Page 65 of 66
Ans. Excellent Good
Average Poor
Q11. Do you find the pricing of Reliance Fresh store is less than other store?
Ans. Yes No
Equal
Name ……………………………………………………………………
Suggestions to Reliance fresh………………………………………….…………………………………………………………………...............…………………………………………………………………………...
Income Level (monthly)
5000-15000 15000-25000
25000-50000 More than 50000
Page 66 of 66