rmd (rel fresh)
TRANSCRIPT
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Research for Managerial Decision
Study of Consumer buying behavior
In
Reliance Fresh
Chennai
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Presented By:
Gowrishankar.V (28)
Prafful kothari (20)
Bala Sakthivel ( )
Saravanana .G ( )
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RELIANCE GROUP
"Growth has no limit at Reliance. I keep revisingmy vision. Only when you can dream it, you can
do it."
The Reliance Group, founded by Dhirubhai H.
Ambani (1932-2002), is India's largest privatesector enterprise,with businesses in the energy and
materials value chain.
Dhirubhai.H.AmbaniFounder Chairman of Reliance Group
1932-2002
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Subsidiaries of RIL
Reliance Petroleum
Ranger Farms Limited
Retail Concepts and Services (India) Private LimitedReliance Retail
Reliance Global Management Services (P)Limited
Reliance Biopharmaceuticals
Reliance Ghatraj ServicesReliance Engineering Associates (P) Limited
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Reliance Fresh is the convenience store
format which forms part of the retail business
of Reliance Industries of India which is headed
by Mukesh Ambani.
Mukesh Ambani
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Some of the Competitors
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Problem Definition:To study consumer buying behaviour reliance fresh customer of
Chennai. (Saidapet & Ashok Nagar).
To know about the consumer awareness towards Reliance fresh.
Research Problem:To make a comprehensive study of Reliance Fresh & know the
Buying behaviour of Reliance Fresh customers.
Research Methodology:Descriptive type research has used to complete theproject. This research is base on fact finding enquires and
the variables are totally independent and uncontrollable.
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Data Collection:
Primary Data
Primary data of research are collected
from direct resources (customer of
Reliance fresh) through questionnaire.Secondary Data
Secondary Data which are used for
research to know the history scop of Retail industry are collected from
already available resources like net and
other sources.
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Questionnaire:
(1). Gender of the consumer --Male & Female
Data Collected-
Data collected for this questionnaire to know the gender of
customer of reliance fresh.
ANALYSIS-
Data collected for project from 200 responded in which 125 are
female and 75 are Male total respondentInterpretation-
In total respondent we analyses that most of the customer in this
store is female and their demand always consider at the time
of taking the decision. Company should try to attract new
male customer by provide new scheme on their customer
Male Female
125 75
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(2). Age of Customer?
10-20 21-50 51 &
above40 120 40
Data Collected-
Data collected for this questionnaire to know the age of customer of reliance
fresh. ANALYSIS²
Data collected for project from 200 responded in which 40 are the age between
10-20 and 120 are between age of 21-50 and 40 are between age of 51 &
above of total respondent.
Interpretation-
In total respondent we analyses that most of the customer are youth .in myobservation I found that most new people believe in convenience shopping It
help the company to keep management 54 such type which understand the
problem of customer easily and rectify the problem effectively.
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(3). How Offer do you shop?
Daily() Weekly() Fortnightly() once in a month()
Daily Weekly Fortnightly Once in month
30 80 50 40
Data Collected-
Data collected for this questionnaire to know the shopping behaviour of customer of reliance fresh.
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ANALYSIS²Data collected for project from 200 responded in which
30 are like to purchase daily and 80 are like to purchase
weekly and 50 are likely to purchase fortnightly, 40 likely
to purchase once in a month of total respondent
Interpretation-
In total respondent we analyses that most of the
customer are likely to purchase on weekend.In my
observation I found that more scheme should be
provided on weekend.
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(4). What do you mostly shop at Reliance Fresh?
Vegetables ( ) Food Items ( ) cosmetic product ( ) all product ( )
Fruits & Vegetables Food Items Cosmetics All product
56 35 14 95
Data Collected-
Data collected for this questionnaire to know the products which are like to
purchase by the customer.
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ANALYSIS²Data collected for project from 200 responded in
which 95 customer are like to purchase all product
and 56 are like to purchase vegetables and 35 are
like to purchase Food Items 14 likely to purchase
cosmetic product of total respondent
Interpretation-
In total respondent we analyses that most of the
customer are like to purchase all product in the
store. Company should try to retain the customer.
And should increase the variety o cosmetic
product & grocery.
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(5). Preference of shopping?
Quality ( ) Brand ( ) Price ( ) one stop shop()
Quality Brand Price One stop shop60 55 35 50
Data Collected-
Data collected from this questionnaire to know the preference the
shopping
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ANALYSIS-
Data collected for project from 200 responded in which55 customer are believe in reliance brand and 50 are
like to purchase in one stop shop and 60 are like to
purchase quality product , only 35 respondent consider
price.
Interpretation-
In total respondent we analyses that most of the
customer are believe in reliance brand like to purchase
qualitative product in stop shop. Here I observed that
people want to purchase fresh and original product and
want better service.
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(6). which store do you kept in preference for
purchasing?
Data Collected- Data collected from this questionnaire to know the preference of the purchasing
(comparison of store to other).
Reliance fresh More Nilgiris Local Market
56 29 40 75
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ANALYSIS-
Data collected for project from 200 responded inwhich 75 customer are like to purchase from local
market and 56 are like to purchase from reliance
fresh and 40 are likely to purchase from Nilgiris 29
likely to purchase from More of total respondent.
Interpretation-
In my observation I found till today organised
retail sector didn¶t penetrate the market. Company
should try to open new convenience store and
provide more scheme and good service tocustomer to penetrate the market. Initial it may be
costlier, but it will give long term benefit.
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(7). Do advertisement and promotion influence
your shopping decision?
Data Collected-
Data collected from this questionnaire to know the effect of promotion
scheme on purchasing.
Yes No145 55
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ANALYSIS-
Data collected for project from 200 responded
in which 145 customer are like promotion
scheme and 55 are those people which say
promotion scheme doesn¶t effect on
purchasing.
Interpretation-
Interpretation In my observation I found
promotion scheme is must to sustain customer attract customer & influence the purchasing.
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ANALYSIS-
Data collected for project from 200
responded in which 120 customer
say yes and 40 are those which say no
and 40 say some time.
Interpretation-
Company should try making promotion
scheme easy understandable,
promotion scheme should be in both in
English & Hindi.
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(9). How likely are you to recommend Reliance Fresh to
a friend or relative? Would you say the chances are?
Data Collected-
Data collected from this questionnaire to know the satisfaction level of
customer.
Excellent Good Fair poor
80 50 40 30
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ANALYSIS-
Data collected for project from 200responded in which 80 customer say
excellent and50 say good 40 say fair and
30 customer are those say poor.
Interpretation-
In my observation I found that only
46.6% customer are fully satisfied from
the store company should try satisfy thecustomer by providing better service and
rectify their problem immediately.
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(10). Which form of advertisement do you think is most
effective?
Data Collected-
Data collected from this questionnaire to know the better advertisement
mode of promotion.
Printouts & Pamphlets TV Newspaper Telephone
132 0 55 13
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ANALYSIS- Data collected for project from 200
responded in which 0 customer say TV
and 132 say print, 55 say newspaper and13 customer are say telephone.
Interpretation -
According responded result companycan choose telephone as best for
advertisement and call indusial for
attracting the customer.
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Sampling technique:Random sampling is used for research project. I
have given equal weightages to my all respondent
and chose them randomly without any biased like
gender, age,income culture.
Sample size:
200 respondents has selected as sample size for research.
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F inding
1-Mazority of customers here is female.
2- Majority of customers are young.
3-Majority customers like to purchase all goods from
Reliance fresh.
4- Customers like one stops shopping.
5-Local market till today is the first choice of customer.
6-Advertisement is the biggest way to attracting the customer.
7-Promotion scheme not so easy to under stand for customer.
8-Most of customer is not fully satisfied with store.9- Issuing Pamphlets is the best way for attracting the
customer.
10- Shortages of skilled workers.
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Limitations
The project has some limitations because it is totally
based on efforts of individuals.
Peoples may be careless and may not give correct
answer to the questions, because of so many reasons.
It is totally based on personal efforts of individuals. Some
of the consumers are unable to understand the
questionnaire.
Some consumers are not interested in fillingquestionnaire.
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Suggestion
1-More promotion scheme should be used to
penetrate the market.
2-Skilled employees should be higher becausemostly customers are young.
3-Promotion scheme should in such way that
customer can understand easily.
4- Service of store should be providing in such a
way which fullfil the needs of the customer.
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A ppendix
Reliance F resh
Name Gender: M/ F Age
-
1- How offer do you shop
Daily ( ) week ( ) fortnightly ( ) once in month ( )
2- What do you mostly shop for at mentioned storeVegetables ( ) Grocery ( ) cosmetic product ( ) All items( )
3- Which store do you shop?
Reliance Fresh ( ) More ( ) Nilgiris ( ) Local market( )
4- Preference of shoppingQuality ( ) Brand ( ) Price ( ) one stop shop( )
5- Do advertisement and promotion influence your shopping decision
Yes ( ) No ( )
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6- Are Promotion scheme easy to understandYes ( ) NO ( ) some time ( )
7- How likely are you to recommend Reliance Fresh to a friend
or relative? Would you say the chances are?
Excellent ( ) Good ( ) Fair ( ) Poor ( )
8- Are the Price of Reliance fresh is lower than the other competitor
Yes ( ) No ( ) Equal ( ) no idea ( )
9- Which form of advertisement do you think is most effective?
Print ( ) TV ( ) News Paper ( ) Telephone( )
10- Did you get help from CSA when asked?
Yes ( ) No ( ) some time ( ) Never ( )
Thank you.
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This was the study and survey done on
Reliance Fresh Consumer Buying
Behavior by our Team Mates.
THANKING YOU