Customer Survey

Summer Internship Report
on
Retail Shopper Buying Behavior & Experience Evaluation across RR
stores/outlets
Submitted to :
Industry Mentor – Mr. Vimal Patel
Institute Mentor - Prof. Anushree Tandon
Submitted by :
Lalit Nigam
18DM106
PGDM 18-20
Letter of Authorization
I, Lalit Nigam, a student of Birla Institute of Management Technology (BIMTECH), hereby declare that I
have worked on a project title “Retail Shopper Buying Behavior & Experience Evaluation across RR
stores/outlets” at Reliance Retail during my internship, in partial fulfillment of the requirement for the
Post Graduate Diploma in Management (PGDM) program.
I guarantee/underwrite my internship work to be authentic and original to the best of my knowledge

in all respects of the process carried out during the project tenure.
My learning experience in Reliance Retail Stores, under the guidance of Mr. Vimal Patel, (Chief Manager,
Marketing and Customer Service) and all the store managers, has been truly enriching.
Date: June, 15, 2019
Lalit Nigam (2018-19)
SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 2

ACKNOWLEDGEMENT
I would like to gratefully acknowledge the contribution of all the people who took active part and
provide valuable support to me during the course of this project. To begin with , I would like to offer my
sincere thanks to Mr. Vimal Patel, Chief Manager, Marketing and Customer Service , for giving me the
opportunity to do my summer training at “Reliance Retail”. Without his guidance, support and valuable
suggestions during the research, the project would not have been accomplished.
My heartfelt gratitude also goes to the departments of all Reliance Retail stores for their co-operation
and willingness to answer my queries, and provide valuable assistance.
I also sincerely thanks Prof. Anushree Tandon , my faculty mentor at BIMTECH, who provided valuable
suggestions, shared her rich experience, and helped me script the exact requisites.
Last but not least, I would like to thank all customers for sharing their valuable inputs and time to me
during the course of my project.

Letter Of Transmittal
Date : June, 14, 2019
Mr. Vimal Patel,

DLF Parking, DLF Cyber City,
DLF Phase 2, Sector 24,
Gurugram, Haryana 122002
Dear Sir,
Re : Summer Project Report
Attached herewith is a copy of my summer-project report on “Retail shopper buying behavior and
experience evaluation across RR stores/outlets” which I am submitting in order to mark the completion
of an 8-week summer project at Reliance Retail. This report was prepared by me using the best of
practices and summarizes the work performed on the project and is being submitted in partial
fulfillment of the requirements for award of diploma.
I would like to mention that the overall experience with the organization was very good, and helped me
know how work is carried out in real practice with the help of your esteemed organization. I feel
honored that I got an opportunity to work with Reliance Retail, a company of great repute.
I hope I did justice to the project and added some value to the organization.
Yours Sincerely,
Lalit Nigam

Summer Project Certificate
This is to certify that Mr. Lalit Nigam, Roll No. 18DM106, a student of PGDM (2018-19) has worked on
summer projects titled on “Retail shopper buying behavior and experience evaluation across RR
stores/outlets” after Trimester-III in partial fulfillment of the requirement for the Post Graduate
Diploma in Management program. This is his original work to the best of my knowledge.
Date: ____________ Signature ______________
Faculty Mentor -
Prof. Anushree Tandon

Certificate

Executive summery
The purpose of this research was to get the inclination of the customers towards the Reliance brand and
to enhance the chance of better service by gathering the view points of the customers towards present
services. During the training program, all the interns were trained to how they should approach the
customers to get their reviews on the standard form and what are the essential information which
needed to be covered during the interaction with the customers.
The internship program was of eight weeks in which I had worked in seven different stores of reliance
retails which includes :
First week – Reliance Fresh (Tuglakabad)
Second Week – Reliance Trends (Noida)
Third Week – Reliance fresh (Zamrudpur)
Fourth Week – Reliance Jewels (Rajouri garden)
Fifth Week – Reliance Petro (Nazabgarh)
Sixth Week – Reliance Jio (Satyaniketan)
Seventh Week – Reliance Fresh (Zamrudpur)
During these entire seven week I have collected the responses of the customers visiting the store and
with the help of the cooperative staff members, the actual footfall and the queries in the store were
bring in to notice.
The physical forms for the response have a standard format, created by the Reliance and I was informed
to follow that during the entire internship process. The daily task routine during the internship was :
 Collect the data from the customers on physical forms

 Online punching of the data
These are the two steps which needed to be followed every day.

After collecting the data, a proper analysis of all the aspects was done to check the credibility of the data
and the processes. The analysis includes every aspect which can be useful to check the inclination and
satisfaction of the customers towards the Reliance brand in different outlets. The aspects covered in the
analysis are :
1. Shoppers Profile :
a. Who shops at Reliance store
b. What is their demographic profile- age, gender, occupation
c. How often they visit
d. Who all accompanied in shopping
2. Acquaintance with other Relinace stores :

a. Have the shopper visited other RR formats
b. Which formats have they visited
3. Catchment Analysis :
a. How far shoppers stay from store
b. How do they travel and time taken to reach the store
4. Overall shopping experience :

a. Will shoppers visit the store again
b. Will they recommend the store to others
c. How satisfying was their current visit
On the basis of the results through these analysis a final draft is created with the suggestions and
conveniences or inconveniences of customers

List of Table and Charts
GRAPHS
Fig.1 Flow Chart-Operation

Fig.2 Gender
Fig.3 Age Group TABLES
Fig.4 Formats Visited
Fig.5 Planned Visit Table1 Gender
Fig.6 Shopper satisfaction Table2 Age Group
Fig.7 Brand Satisfaction Table3 Occupation
Fig.8 Distance from store Table4 Formats
Fig.9 Mode of Transport Table5 Frequency of
Fig.10 Time to reach store Visit
Fig.11 Re shopping Table6 Accompaniment
Fig.12 Recommend store Table7 Brand
Fig.13 Overall Satisfaction Satisfaction
Fig.14 Online Shoppers
Fig.15 Awareness of Ajio
Fig.16 Shop from Ajio

Table of Content
1. Introduction of the Company Pg. 12
2. Literature Review Pg. 15
3. Problem Definition Pg. 16
4. Approach to Problem Pg. 17
5. Research Methodology Pg. 19
6. Data collection and Analysis Pg. 20
6.1 Gender Pg. 20
6.2 Age group Pg. 21
6.3 Occupation Pg. 22
6.4 Formats Visited Pg. 23
6.5 Frequency of visit Pg. 24
6.6 Accompaniment Pg. 25

6.7 Planned Visit Pg. 26
6.8 Shopper’s Satisfaction Pg. 27
6.9 Brand Satisfaction Pg. 28
6.10 Catchment Analysis Pg. 29
6.11 Moment of Truth Pg. 30
6.12 Online Behavior Pg. 31
7. Results and Conclusion Pg. 36
8. Limitations and Caveats Pg. 37
9. Recommendation Pg. 38
10. References Pg. 40

Introduction of the Company
Reliance Retail Limited is a subsidiary company of Reliance Industries Limited and was founded in year
2006. In terms of it’s revenue, it is the largest retailer in India. Founder of Reliance Retail is Mukesh
Ambani and the present CEO is V Subramaniam. The products offered by the retail outlet are food,
groceries, apparel, footwear, lifestyle, home improvement products, electronic goods, oil etc. The
Stores come under this subsidiary of Reliance industries are :
Reliance Retail reported a turnover of Rs. 1,30,566 crore for the financial year 2017-18. As on 31st Mar
2018, Reliance Retail operates 10,415 stores across 6,600+ cities with a retail area of over 22 million sft.
Reliance Retail has emerged as the partner of choice for International brands and has established
exclusive partnerships with many revered international brands such as Diesel, Superdry, Hamleys,
Ermenegildo Zegna, Marks and Spencer, Paul & Shark, Thomas Pink, Kenneth Cole, Brooks Brothers,
Steve Madden, Payless Shoesource, Grand Vision and many more. The Stores come under this subsidiary
of Reliance industries are :
 Reliance Fresh : (2006)

Reliance Retail started its journey in 2006 with the opening of its first Reliance Fresh store.
Today Reliance Retail operates 566 Reliance Fresh and Reliance Smart stores and sells over 200
metric tonnes of Fruits and over 300 metric tonnes of Vegetables every day.
 Reliance Smart : (1957)

Reliance Smart is a new age supermarket serving the needs of today’s smart and value seeking
customers. Reliance Smart offers a one-stop shopping experience by offering fresh produce,
bakery, dairy products, home and personal care products, general merchandise and in many
cases are co-located with our fashion & electronics store Reliance Trends and Reliance Digital,
making it a complete shopping destination.
 Reliance market : (2011)

Reliance Market, the wholesale cash and carry store chain aims at supporting Kirana stores
growth and providing them with a modern distribution system. Reliance Retail opened the first
Reliance Market in 2011 and since then Reliance Market has grown rapidly with 46 stores
serving over 2.5 million member partners.

 Reliance Digital : (2007)
Reliance Retail has the distinction of operating the largest consumer electronics store chain in
India through a network of over 8,000 Reliance Digital and jio stores. Reliance Digital offers over
200 national and international brands offering a widest assortment of products spanning across
Audio & Video products, Digital Cameras, Durables like Air Conditioners, Refrigerators, Washing
Machines, Microwave Ovens, Water Purifiers, Kitchen and Home Appliances, Gaming Consoles
& Games, Computers, Laptops, Tablets & Peripherals, Mobile and Fixed line instruments as well
as a wide range of accessories and new-age gadgets across all major product categories.
 Reliance Footprints : (2007)

Reliance Footprint is a leading specialty family footwear retail chain that caters to the footwear
needs of the entire family. Reliance Footprint offers widest range of international, domestic and
Reliance owned brands across men’s footwear, women’s footwear, kids footwear, handbags,
backpacks, luggage, socks, belts, wallets and shoe care products.
 Reliance Trends : (2008)

Reliance Trends is a leading lifestyle retail chain with over 676 retail stores across India. Reliance
Trends offers stylish, high-quality products across Womenswear, Lingerie, Menswear, Kidswear
and fashion accessories through a diversified portfolio of own brands, national and international
brands.
The own brand portfolio includes:
 Rio - a vibrant range of snazzy trends for young women

 Fig - fashion wear for discerning, independent & working women
 Avaasa - a range of Indian wear for women offering the finest collection of Salwar Kurtas,
Churidars and a fast evolving Mix n Match range of garments
 Fusion – a range of fusion wear for women where east meets west & style meets comfort
 Hushh - the lingerie line for women offers an extensive range of innerwear and sleepwear
 Frendz - range of garments that complements the wardrobes of the growing generation of boys
and girls
 Pureza – a collection of pure Cotton & Linen shirts for men
 Network – offering a range of garments which comprises of formal office wear collection for
men and women
 Netplay - range showcases a smart casual collection for the evolving workplace
 The DNMX - range has been developed with a clear focus on the youth of India, offering them
exclusively crafted fashion garments like Denims, T shirts etc.
 Performax - the specialized sportswear or active wear brand, which supports performance in
sporting activity
 Graviti - the innerwear range for men offering the best of inner and lounge wear
 Point Cove – Kidswear brand that features bold colors bringing the California spirit to India.
 Reliance Jewels : (2007)
Reliance Jewels deals only in 100% BIS Hallmarked Gold. Every diamond used is internationally
certified by Independent Certification Laboratories. Reliance Jewels currently has a consolidated
presence of 71 showrooms and 72 SIS across 64 cities in India. Reliance Jewels today extends its
reach to 143 stores across India,
 Reliance Petrol Pump : (2008)

Petroleum Refining & Marketing. Petroleum refining and marketing (R&M) is the
second link in Reliance's drive for growth and global leadership in the core energy and
materials value chain. The Jamnagar manufacturing division is the world's largest
refining hub.
 Jio stores : (2015)

Reliance Retail has the distinction of operating the largest consumer electronics store chain in
India through a network of over 8,000 Reliance Digital and jio stores. Reliance Retail has the
distinction of operating the largest consumer electronics store chain in India through a network
of over 8,000 Reliance Digital and jio stores.
 Ajio.com : (2016)
AJIO is the digital fashion extension of Reliance that unveiled in April 2016 at Lakme Fashion
Week in Mumbai. AJIO, a fashion and lifestyle brand, is Reliance Retail’s first pan-Indian
ecommerce venture and is the ultimate fashion destination for styles that are handpicked, on
trend and at prices that are the best you’ll find anywhere.
Reliance Retail has a portfolio of over 40 international brands that spans across the entire spectrum of
luxury, bridge to luxury, high–premium and high–street lifestyle. Reliance Retail operates over 661
stores for these international brands and continues to partner with new and revered international
brands. The strong brand portfolio reinforces Reliance Retail as a partner of choice for best international
brands.

LITERATURE REVIEW
The importance of customers has been highlighted by many researchers and academicians. Zairi (2000)
said “Customers are the purpose of what we do and rather than them depending on us, we very much
depend on them. The customer is not the source of a problem, we shouldn’t perhaps make a wish that
customers ‘should go away’ because our future and our security will be put in jeopardy”. That is the
main reason why organizations today are focusing on customer satisfaction, loyalty and retention.
According to Hansemark and Albinsson (2004), “satisfaction is an overall customer attitude towards a
service provider, or an emotional reaction to the difference between what customers anticipate and
what they receive, regarding the fulfilment of some need, goal or desire”. Customer loyalty, on the
other hand, according to Anderson and Jacobsen (2000) “is actually the result of an organization
creating a benefit for a customer so that they will maintain or increase their purchases from the
organization.
Fulbag Singh and Davinder Kaur (2011) explained that if customers are not satisfied an organization
cannot survive in the long run. Therefore, it is the utmost duty of an organization to safeguard his
interest and meet his expectations with the product/service offered. Customer perception of service
quality is concerned with the judgment and attitude of the customer towards quality of the service after
availing the same and in turn this perception decides whether the service has provided more than what
he expected then he will be satisfied and if he perceives it to be less than his expectation then he will be
dissatisfied. Therefore, customer satisfaction is the summation of customer’s all expressions of service
quality and depends upon his own perception and expectations.
Vij Sanket and Roy H.J. Ghosh (2009) explained that industries as a whole deal with the consumer
demand and expectation with regard to quality of service and quality of goods being sold. As compared
to a few years ago nowadays customer is more knowledgeable hence companies must be faster, more
agile, and more creative.
S.P. Thenmozhi Raja, Dr. D. Dhanapal & Dr. P. Sathyapriya (2011) explained that the most critical
challenge for a business is the improvement of service and product quality. They also explained that
perception of retail service quality varies across different cities, the retailers can meet the customer
expectations based on the factors drive them. Sharif Menon (2011) explained that brand identities were
designed to reassure a public anxious about the whole concept of factory produced goods. Brands have
transformed the process of marketing into one of perception building, so, image is now everything.
Consumers make buying decisions based around the perception of the brand, rather than the reality of
the product. Perception is a fragile thing. India is lucky to have international brands, but the Indian
consumer is very choosy in selecting the brands and especially in the consumable sector. The research
brings out that importance of taste is one the important factor for the success of a brand.

Problem Definition
“To analyze Shopper Buying Behavior & Experience Evaluation across Reliance Retail
stores/outlets.”

Approach to Problem
Physical form to be filled at different RR

outlents/stores
On line punching of the forms in the RR

0nline portal
Analysis of the data and diffrentiate the

major factors with the probable outcome
Figure: 1

Physical Forms :
 Under the training period of 5 days, I had introduced with the four different formats of forms to
be filled related to different stores.
 These forms contain the questions related to the store’s product quality and satisfaction level of
the customer relating to different prospects.
 There are an average of 27 questions which I need to ask to customers regarding their shopping
experience.
 The target is of 18 forms to be filled in a day.
On line punching :
 After completing the physical forms, all the entries needed to be fill in the online platform so
that the data can be directly send to Reliance.
 The online punching process also contains a “customer bite of the day” section where I fill the
specific statement made by majority of the customers.
Analysis of the data :

 After the complete data collection for seven weeks, Reliance send me a MS excel file with my
data and gave a specific format for the analysis.
 The analysis comprises of the following factors :
1. Shoppers Profile
2. Acquaintance with other Reliance stores
3. Catchment Analysis
4. Overall shopping experience
 The proper graphical presentation is then made to get a clear view to understand the role of
different major factors in the shopping behavior of the customers.

Research Methodology
The objective of this research is to find out the important factors influencing customer shopping
experience and also to know the current service levels of the RR stores. In this regard, the data was
collected on 29 factors about the retail stores – Quality, Variety, Cleanliness, Behaviour & product
knowledge of staff and management, Goods availability, visual displays ,complaint handling,
promotional activities, billing process, loyalty card system, brand awareness etc.
 Sample Size :
A total of 230 responses through different structured questionnaires from the customers of RR
stores, were taken for the study. Convenience sampling method has been followed for collecting
the response from the respondents.
 Source of data :
The study is based on both primary data only. The primary data has been collected by a self-
structured questionnaire through interview method .It has been tried that samples are selected
to cover all classes of people and of different age groups as the sample size.
 Tools for collection of data :

The questionnaire is the major tool administered for collecting primary data from the
respondents. The first few questions were devoted to age, gender etc. Thereafter, the
questionnaire contains the other factor questions related to satisfaction and brand awareness.
 Tools for analysis :

The data was received in the Ms excel format from the company after the collection and online
punching of the data. Reliance shared a specific format to analyse the different factors which I
did by using pivot table and some formulas in MS excel itself tod explain the influence of the
factors through the graphs.

Data Collection and Analysis
A survey was collected through primary data by using structured questionnaire. A convenience sampling
process has been used to collect data for this research. The questionnaire contains questions related to
age, gender, satisfaction level from (Very dissatisfied to very satisfied) and to brand ( completely agree
to completely disagree). Later the data was processed in a set pattern using MS excel.
 Gender :
Gender
Male 68.10% 111
Female 31.90% 52
Total 100.00% 163
Table:1
Interpretation- -
A total of 163 convenient sample of customers is taken in the whole process and from the table it can be
easily conclude that out of the total sampling there were 68.10% males and other 31.90% were females.
GENDER
Female 31.90%
Male 68.10%
Figure: 2

 Age Group :
AGE GROUP
16 To 25 21.60% 35
26 To 35 38.27% 62
36 To 45 24.07% 39
46 To 60 10.49% 17
60 above 5.56% 9
Total 100.00% 162
Table: 2
Interpretation –
The visitors or the shoppers of the age between 26 to 35 has the maximum influence and
awareness of the brand as it contains the maximum percentage of the visitors (62%), so the
targeted age group for the company should be more focused to this age group. Later the age
group above 60 (9%) which was mostly recorded in the Reliance Fresh stores.
Age Group
60 above 5.56%
46 To 60 10.49%
36 To 45 24.07%
26 To 35 38.27%
16 To 25 21.60%
Figure: 3

 Occupation :
Businessman / Industrialist / Big trader / Contractor (Employing more than 10 workers) 16.56%
Housewife / Homemaker (Not formally employed) 7.98%
Junior Executive Officer (Private Sector/Govt. Employee), Clerical staff, School teacher
(Primary/Secondary), Armed Forces (Non-officer cadre) 17.79%
Middle/ Senior Executive Officer â€“ Govt. employee/Armed forces (Officer cadre),
Corporate executive (Senior/Middle level), School Principal, College Lecturer, University
Professor, Doctor/Nurse/Compounder employed with hospital / clinic 9.82%
Response 0.61%
Retired 6.75%
Salesman/ Store Associates, 3.07%
Self Employed Professional: Doctor / Lawyer/Advocate / Chartered Accountant / Architect
/ Management Consultant (with independent practice), Artist, Author 10.43%
Skilled/ Unskilled worker, Farm worker, Urban household domestic worker, Sanitation
Worker (Safai Karmchari), Industrial worker 3.07%
Small Shop Owner, Small trader, Hawker 7.36%
Student 12.27%
Supervisor: Industrial / Construction / Service sector supervisor / Team leader level
supervisor (Non-managerial white collar worker) 3.07%
Unemployed 1.23%
Table: 3
Interpretation –
The shoppers of almost all profession are there in the table with a suitable amount of contribution in the
survey which shows that the brand has captured the needs of all category of customers as there is a
great price range of the products as per the different status of the customers which makes it a store to
all.

 Formats Visited :
Reliance Fresh 29.17%

Reliance Smart 5.30%
Reliance Market 4.17%
Reliance Digital 10.23%
Reliance Footprint 7.95%
Reliance Trends 20.45%
Reliance Jewels 4.55%
Reliance Petrol
Pump 7.20%
Jio Stores 10.98%
Table: 4
Formats Visited
Jio Stores 10.98%

Reliance Petrol Pump 7.20%
Reliance Jewels 4.55%
Reliance Trends 20.45%
Reliance Footprint 7.95%
Reliance Digital 10.23%
Reliance Market 4.17%
Reliance Smart 5.30%
Reliance Fresh 29.17%
Figure: 4
Interpretation –
The analysis contains a sample from the different stores and there is a complete majority of the fresh
customers so the whole analysis is inclined more towards the customers from fresh stores.

 Frequency of visit :
First visit 18.40%

I (we) have shopped before
at this store 81.60%
Daily 2.27%
Every 2-3 days 22.73%
Once a week 27.27%
Once a Month 18.18%
Once every 1-2
month 1.52%
Once every 3 months 4.55%
Once in 1-2 weeks 23.48%
Table: 5
Interpretation –
The high percentage of revisits of the customers shows that they are satisfied with the services provided
by the Reliance outlets and even the frequency of visit is accordingly satisfactory as it covers all the
segment related to different stores.
Total First visit

18%
I (we) have shopped

before at this store
82%

 Accompaniment :
Accompaniment
In a Group Alone 71.60%
28%
In a Group 28.40%
Alone
72%
Spouse â€“ wife/ husband 30.00%

Kids 20.00%
Parents 8.33%
Relatives 6.67%
Friends/ neighbors 20.00%
Colleagues 8.33%
Domestic help (Servant / Maid/ Driver) 5.00%
OTHERS 1.67%
Table: 6
Interpretation –
The percentage of the customers coming alone is comparatively high, which may be due to the
collection of a big amount of sample from the Reliance fresh . While the accompanied customers have a
great accompaniment of their friends or spouse.

 Planned Visits :
No 33.95%
Yes 66.05%
Mission Accomplishment
Yes I bought some of the things which I wanted to buy
36.42%
Yes I bought everything which I wanted
46.91%
No I did not buy anything today
16.67%
Figure : 5
Interpretation –
There are 66.05% of the customers who planned specifically to visit the store and 36.42% of the people
got portion of the things they planned to buy. The arability of the desired product by the customers is
also good as the 46.91% of the customers got all the products they wanted to buy.

 Shoppers Satisfaction :
The satisfaction of the shoppers is registered under 29 different questions depend on different stores.
This involved the satisfaction of the customers under a standard which consists acriteria from very
dissatisfied to very satisfied under different satisfaction related questions.
Shopper Satisfaction
0 20 40 60 80 100 120 140 160 180
R1: Availability of products
R3: Prices of products in the store
R5: Time taken for billing
R7: Space for movement inside the store
R9: Promotions, Offers and Discount Schemes
R11: RelianceOne mobile linked loyalty programme
R13: Signboards and directions to easily locate…
R15: Product quality
A1: Freshness/ Quality of fruits and vegetables
A3: Range and Quality of chilled and refrigerated…
B2: Availability of size options for you
B4: Availability of popular brands
C2: Assistance, Information & Demonstration…
D1: Availability of latest designs
E1: Store has products of latest trends/ fashion
E3: Availability of popular brands
Very dissatisfied: 1 Somewhat dissatisfied: 2

Neither satisfied nor dissatisfied: 3 Somewhat satisfied: 4
Very satisfied: 5
Figure: 6
Interpretation –
The graph shows that many of the customers are in either very satisfied or somewhat satisfied category
hence signify a good service by the stores in terms of product quality, availability and other prospects.

 Brand satisfaction :
Every questionnaire contains a set of seven common questions related to the satisfaction of the
brand that how much the customer is satisfied with the brand and is the brand name attracts them
to buy from the different outlets of the Reliance Retail stores.
R2: I get
the best
quality R3: I get R5: R6: I have
and the best Reliance faith that I R7:
R1: I shop at genuine prices on R4: I trust store sells will get Reliance
this store products products the the latest the best stores are
because it is at a at a Reliance and service at meant for
a Reliance Reliance Reliance brand trendiest a Reliance people like
store Store Store name products store me
Completely
agree (5) 53.70% 31.48% 31.48% 40.12% 22.22% 35.80% 20.37%
Somewhat
agree (4) 43.21% 62.96% 53.70% 50.00% 55.56% 51.85% 51.85%
Neither
agree nor
disagree
(3) 3.09% 5.56% 14.20% 9.88% 19.75% 12.35% 20.99%
Somewhat
disagree
(2) 0.00% 0.00% 0.62% 0.00% 0.00% 0.00% 0.00%
Completely
disagree
(1) 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%
Table: 7
This questionnaire is focused towards the brand positioning analysis in the customer’s mind. All the
standard questions are formed by the Reliance to check the customer behavior and inclination towards
the Reliance brand and how much do the customer trust in the Reliance brand.

Graphical Representation -
Brand Level Satisfaction
Reliance stores are meant for people like me -20.99% 51.85% 20.37%
I have faith that I will get the best service at a Reliance

-12.35% 51.85% 35.80%
store
Reliance store sells the latest and trendiest products -19.75% 55.56% 22.22%
I trust the Reliance brand name -9.88% 50.00% 40.12%
I get the best prices on products at a Reliance Store -14.20% 53.70% 31.48%
I get the best quality and genuine products at a

-5.56% 62.96% 31.48%
Reliance Store
I shop at this store because it is a Reliance store -3.09% 43.21% 53.70%
Somewhat agree (4) Completely agree (5) Neither agree nor disagree (3)
Somewhat disagree (2) Completely disagree (1)
Figure: 7
Interpretation –
The major portion of the graph is at the right side of axis which shows that the customers have a great
influence of the brand and the Reliance brand has gain a huge majority of trust of it’s customers .
This questionnaire was a part of every different questionnaire filled at different stores and it gave a
complete status of the brand at present in the market which can help the company to know that how
strongly the brand name actually working in the market.

 Catchment Analysis :
Distance from store
Within 1 km 29.01%
More than 10 kms 9.88%
5.1-10 kms 9.26%
3.1 â€“ 5 kms 11.11%
2.1 kms to 3 kms 17.28%
1 km to 2kms 23.46%
Figure: 8
Interpretation –
The customers who lived nearby under the radius of 2 km are more likely to visit the stores so the
location of the store plays a major role in the visit of the customers.
Mode of Transport
Refused 0.00%
Car 30.08%
2 Wheeler 35.77%
Cycle Rickshaw 3.25%
Auto rickshaw / Cab 14.63%
Local train/ Metro 11.38%
Bus 4.88%
Walk 0.00%
Figure: 9
Interpretation –
The mode of transport is checked to analyze the space for the parking so that for the future an
appropriate parking space should also be considered in case of different outlets.

Time taken to reach store
More than 90 minutes 1.23%
Less than 5 minutes 27.16%
61-90 minutes 3.09%
5-10 minutes
33.33%
31-60 minutes 6.79%
16-30 minutes 12.35%
11-15 minutes 16.05%
Figure: 10
Interpretation –
The time is a crucial element of life now a days as every person is busy in day to day activities so
everyone prefers to visit the nearest store for the convenience and it is also proved through the graph
that most of the visited customers were living in the time range of 5 to 10 minutes from the stores.

 Moment of truth :
Shop Again
Yes
92.59%
Maybe 7.41%
Figure: 11
Interpretation –
The question was, weather the shopper will shop again in the store and the 92.59% of the positive
response shows the positive attitude of the customers towards the brand satisfaction and availability of
the product.
Recommend the store
Yes 91.36%
Maybe 8.64%
Figure: 12
Interpretation –
Recommendation or the word of mouth is a great part of marketing and promotion even in today’s
internet era so it becomes very important to know that weather the present customer will become a
marketer for the brand or not and here with the 91.36% of the positive responses shows that in this field
also the Reliance brand has a huge brand loyalty.

Overall satisfaction
Very satisfied: 5 30.25%
Somewhat satisfied: 4 61.73%
Somewhat dissatisfied: 2 0.62%
Neither satisfied nor dissatisfied: 3 7.41%
Figure: 13
Interpretation –
The satisfaction of the customer from their previous purchases is a great factor which bring back the
customer to the store and here also the response in somewhat satisfactory with a 61.37% of positive
responses.

 Online Behavior :
On line marketing is an essential platform for all the industries to capture the greater market share and
to sustain the competition in today’s market. To capture that area Reliance has launched an app
Ajio.com and making people aware of it.
Shop Online
Yes
66.67%
No 33.33%
Figure: 14
Interpretation –
This shows that how many of the shoppers do online shopping and it shows that 66.67% of the shoppers
have done online shopping in last 3 months hence it proves the presence of a huge market space to
capture or bring awareness about the Ajio app.
Aware of AJIO
Yes 27.78%
No 72.22%
Figure: 15
Interpretation –
The graph shows that the awareness of Ajio is still low and it need more of the marketing strategy to
bring into consideration ,as there are many major players still playing a successful role in the market i.e.
Flipkart, Amazon etc.

Shopped at AJIO
Yes 11.11%
No 88.89%
Figure: 16
Interpretation –
From the above graph it is clear that there is a lack of trust or may be availability of the products in the
online platform because instead of knowing about the app there are very less number of customers who
are actually using it. The trust need to be built among the customers so that they give preference to Ajio
app also in comparison to the app like Flipkart or Amazon etc.

Results and Conclusion
 The respondents considered smooth billing process, cleanliness & ambience, customer
complaint handling and visual merchandising as one of the most important factors that
influence the consumer shopping experience in the RR stores. The mean scores of these factors
show that these factors are somewhat important for consumers and management can pull a
large crowd by working on these factors simultaneously.
 The respondents considered promotional activities and better loyalty card system as the second
most important factor. They are highly rated in their importance scale and the management
must focus on both of these aspects together to attract high footfall.
 The respondents considered, employees courtesy & behaviour plus their product knowledge as
the third most important factor. They are also rated somewhat important and RR management
should work on these factors also to attract the footfall.
 The respondents considered proper trolley management and availability of quality products as
the fourth most important factor specifically in the Reliance fresh store.
 Timely availability of products and variety in products are the fifth most important factors that
influence the customers.
 Only 0.62% of the total respondents seems unhappy with the courtesy & overall behavior
of the employees while other respondents do think that the staffs are having a proper
product knowledge. .
 On the other hand the store is doing quite well in the overall management as 92.59% of
the total respondents seem happy with the current situation and are ready to visit again the
store.

LIMITATIONS AND CAVEATS
 The study is only for some of the listed stores , confined to a particular location and not
all type of stores were covered.
 Respondents may give biased answers for the required data. Many of the respondents did
not like to respond.
 Respondents tried to escape some statements by simply answering “ok” “good”, “fine”
etc. to most of the statements. This was one of the most important limitations faced, as it
was difficult to analyze and come at a right conclusion.
 In my study I have included only 200 customers as the sample because of the time limit.
 The information provided by the customers may not be definitely true.
 Many of the respondents were not well versed with the English language hence it was
quiet difficult for them to reply to the questionnaire appropriately.
 Senior customers or customers aged more than 50 years were very reluctant to fill the
questionnaire.
 It was very difficult in convincing them to fill the questionnaire on busy days like
Wednesday and Sunday as most of the customers remained busy in shopping.

RECOMMENDATIONS
 The store do have two express billing counters for those customers who had taken 5 items
or less to shop but many of the consumers are not aware about this facility as a result of
which in spite of having 2-3 products they stand in the long queue along with the other
shoppers to get the billing done. Hence proper information about the location and uses of
express counters should be displayed at appropriate place & the same information can be
briefed by the cashiers to these customers in case they find them.
 During my training in the fresh store I found that the whole space was filled with the
products and there was very less space for movement which gives an unhygienic and a
very congested view of the store. The employees must be told not to do this in future.
 Retail business is successful only when they have a good customer services. Customer
loyalty can only be gain by providing good or satisfied services to the customers.
 Most respondents take on the spot decision of buying different products because of the
various attractive products displays. So pretty combination with good services should be
done to retain customers.
 Since Reliance Retail is a service oriented organization, hence providing continuous

training to the employees on issues like courtesy, etiquette and communication skills
while dealing with customers is of immense importance.
 Hiring potential human resource is a must. And for this reason, the management should
hire self-motivated, enthusiastic employees who will like to deal with customer and will
try to solve customer complaints and other issues in an effective manner. Only then the
store can render superior customer services and enjoy the benefit in the long run.
 In order to retain the existing customers and to improve service quality, the store should
continuously maintain error-free transactions, since monetary transactions are very
sensitive for each and every customer.
 The management needs to improve quality services so as to satisfy customer’s needs. The
management needs to pay much attention on the customer complaints in order to satisfy
the customer’s expectations. Individual attention should be given to customers in order to
better understand their needs and better satisfy them. The management should regularly
run research activities in order to keep a regular track of customer satisfaction level.
Regular research should also be conducted to find out customer expectations about
various service aspects. As customer expectations and satisfaction are not static figures,
regular research at sufficient intervals should be conducted.

 I found that most of the people are unaware of Mobile loyalty linkage program. So
customers should also be made aware of it together with the various schemes of loyalty
program.
 There were many customers who refused to share their contact number even though they
liked the loyalty benefits. Most of them gave the reason that they are scared of the fact
that after sharing their contact number they might get a huge number of texts or calls
from the company . It was difficult to convince this kind of customers that the loyalty
program had no such risks. So proper advertising is necessary to remove these fears from
the minds of customer. Celebrity endorsements can be really helpful to gain the trust of
this kind of customer.
 The air conditioning of the fresh store is sometimes do not work properly as maximum
suggestions from the customers were regarding the A.C. only. Personally I also felt the
same situation and measures should be taken to rectify this problem.

REFERENCE
 Kushwaha,S., & Gupta,M.(2011,November). Customer perception in Indian retail

industry (a comparative study of organised and unorganised retail industry). The
International Journal’s Research Journal of Economics & Business Studies, 01(01).
 Mittal K., Arora M., & Parashar A., (2011, November-April). An Empirical Study on
factors affecting consumer preferences of shopping at organized retail stores in
Punjab. KAIM journal of management and research.3 (2).
 Bearden, William O. and Jess E. Teel 1983. "Selected Determinants of Consumer

Satisfaction and Complaint Reports". Journal of Marketing Research 20(February): 21-
28.3.

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Summer Internship Report

Industry Mentor – Mr. Vimal Patel

Institute Mentor - Prof. Anushree Tandon

I guarantee/underwrite my internship work to be authentic and original to the best of my knowledge

Date: June, 15, 2019

Lalit Nigam (2018-19)

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 2

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 3

Mr. Vimal Patel,

Re : Summer Project Report

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 4

Date: ____________ Signature ______________

Prof. Anushree Tandon

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 5

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 6

First week – Reliance Fresh (Tuglakabad)

Second Week – Reliance Trends (Noida)

Third Week – Reliance fresh (Zamrudpur)

Fourth Week – Reliance Jewels (Rajouri garden)

Fifth Week – Reliance Petro (Nazabgarh)

Sixth Week – Reliance Jio (Satyaniketan)

Seventh Week – Reliance Fresh (Zamrudpur)

 Collect the data from the customers on physical forms

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 7

2. Acquaintance with other Relinace stores :

4. Overall shopping experience :

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 8

Fig.1 Flow Chart-Operation

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 9

1. Introduction of the Company Pg. 12

2. Literature Review Pg. 15

3. Problem Definition Pg. 16

4. Approach to Problem Pg. 17

5. Research Methodology Pg. 19

6. Data collection and Analysis Pg. 20

6.1 Gender Pg. 20

6.2 Age group Pg. 21

6.3 Occupation Pg. 22

6.4 Formats Visited Pg. 23

6.5 Frequency of visit Pg. 24

6.6 Accompaniment Pg. 25

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 10

6.8 Shopper’s Satisfaction Pg. 27

6.9 Brand Satisfaction Pg. 28

6.10 Catchment Analysis Pg. 29

6.11 Moment of Truth Pg. 30

6.12 Online Behavior Pg. 31

7. Results and Conclusion Pg. 36

8. Limitations and Caveats Pg. 37

10. References Pg. 40

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 11

 Reliance Fresh : (2006)

 Reliance Smart : (1957)

 Reliance market : (2011)

SIP Report _ Reliance Retail _ Lalit Nigam _ 18DM106 Page 12

 Reliance Footprints : (2007)

 Reliance Trends : (2008)

The own brand portfolio includes:

 Rio - a vibrant range of snazzy trends for young women

Date: Signature __