Later Titan successfully created an organized retailing concept and established a series of
showrooms for its premium watches For e.g. Food World, Subhiksha and Nilgiris in food
and FMCG; Planet M and Music World in music; Crossword and Fountainhead in
books.Post 1995 onwards saw an emergence of shopping centers,mainly in urban areas,
with facilities like car parking targeted to provide a complete destination experience for
all segments of society Emergence of hyper and super markets trying to provide
customer with 3 V’s - Value, Variety and Volume
Expanding target consumer segment: The Sachet revolution - example of reaching to the
bottom of the pyramid. At year end of 2000 the size of the Indian organized retail
industry is estimated at Rs. 13,000 crore .
WHAT IS RETAIL?
“Retail means that the seller is not the manufacturer of the goods they sell, and that
they sell their goods directly to the public”.
“Retailers usually buy their goods from a distributor, who normally does not sell
their goods to the public. Because they usually require sales in bulk”.
Retailing consists of the sale of goods or merchandise, from a fixed location such as a
department store or kiosk, in small or individual lots for direct consumption by the
purchaser. Retailing may include subordinated services, such as delivery. Purchasers may
1
be individuals or businesses. In commerce, a retailer buys goods or products in large
quantities from manufacturers or importers, either directly or through a wholesaler, and
then sells smaller quantities to the end-user. Retail establishments are often called shops
or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the
process of retailing as a necessary part of their overall distribution strategy.
RETAIL INDUSTRIES
Retail industry has brought in phenomenal change in the whole process of production,
distribution and consumption of consumer goods all over the world In the present world
most of the developed economies are using the retail industry as their vital growth
instrument. At present, among all the industries of U.S.A. the retail industry holds the
second place in terms of employment generation. In fact, the strength of the retail
industry lies in its ability to generate large volume of employment
Not only U.S. but also the other developed countries like the UK, Canada, France,
Germany & Australia are experiencing tremendous growth in their retail sector et
Shoppers Drug Mart The Hudson's Bay Company and Sleep Country Canada This boom
in the global retail industry was in many ways accelerated by the liberalization of the
retail sector.
Observing this global upward trend of retail industry, now the developing countries like
India are also planning to tap the enormous potential of the retail sector. Wal-Mart, the
world's largest retailer, is interested in opening shops in India. Other popular brands like
Pantaloons, Big Bazar (India), and Archies (U.S.) are rapidly increasing their market
2
share in the retail sector. According to a survey within five years, the Indian retail
industry is expected to generate 10 to 15 million jobs by direct and indirect effects. This
huge employment generation can be possible because being dependent on the retail sector
shares a lot of forward and backward linkages.
Growth of Retail Companies in India is still not yet in a matured stage with great
potentials within this sector still to be explored. Apart from the retail company like
Nilgiri's of Bangalore, most of the retail companies are sections of other industries that
have stepped in the retail sector for a better business. The Growth of Retail Companies in
India is most pronounced in the metro cities of India, however the smaller towns are also
not lagging behind in this. The retail companies are not only targeting the four metros in
India but also is considering the second graded upcoming cities like Ahmadabad, Baroda,
Chandigarh, Coimbatore, Cochin, Ludhiana, Pune, Trivandrum, Simla, Gurgaon, and
others. The South Indian zone have adopted the process of shopping in the
supermarkets for their daily requirements and this has also been influencing other cities
as well where many hypermarkets are coming up day to day.
3
REASONS FOR THE FAST GROWTH OF RETAIL COMPANIES IN INDIA
The retail companies are found to be rising in India at a remarkable speed with the years
and this has brought a revolutionary change in the shopping attitude of the Indian
customers. The Growth of Retail Companies in India is facilitated by certain factors like
To get further details on the Growth of Retail Companies in India and other retail chain
of companies in India, please browse through the following links:
Big Bazaar
Giants
Shoprite
Lifestyle
Pantaloons
4
CHALLENGES IN FRONT OF RETAIL INDUSTRY
Retail today is all about being better, faster, and leaner. Columbus IT helps you
overcome the challenges of the retail industry and write your ticket to success.” -- Dmitry
Davydov, Key Retail Acount Manager, Columbus IT Russia.
The retail industry faces challenges similar to those in other industries. What's different is
that they combine together to put a great deal of pressure on retailers in today's modern
economy. With a fast-paced society and faster-paced technological changes, customers
want new, different, and customized goods now, and they're not willing to wait. At the
same time, pressures on the backend are mounting, too. Larger retailers, with their
efficiencies of scale and international scope, are pushing prices down and slashing
margins. To compete, you have to think like a Wal-Mart, even if you are a medium-sized
retailer. Technology offers your company a way to apply modern ERP and CRM
techniques on a global scale, whether through bricks-and-mortar stores, or over the
Internet.
Decentralized Operations
As a manager, ideally you'd like to be able to walk down the hall from your office and
into any one of your stores or warehouses. In reality, that's not possible. You have to hire
the right people, staff your other locations, and rely on them to do the job
right.Technology has the advantage of being able to bring you and your employees
together – whether they're located in Minsk or Montana. Columbus IT retail solutions
provide you with a centralized solution for your decentralized business.Data flows from
your stores and warehouses to your head office every night, so you have up-to-date sales
and inventory information.
Staff Turnover
There's a higher rate of staff turnover in the retail industry, compared to other
industries. This varies by country. European countries, for example, tend to retain
5
store-level personnel more successful.The amount of information available to you as
a retailer can be overwhelming. Each one of your stores' profits are influenced by
daily sales, overhead, employees, shipping, campaigns, and traffic that change on a
daily basis.
Future Uncertainty
The customer is fickle. Global market situations can also change the demand for your
products. And unexpected problems at your warehouse or stores can also affect what you
need to supply - and who may be buying it.Retail is built on uncertainty - but victory goes
to the business who knows how to manage that uncertainty and make allowances for
it.You need to be able to learn from the past so that you can plan for the future. Columbus
IT Retail solutions provides you with sophisticated reporting and data mining about every
aspect of your retail operation so you can make sensible choices about where your
customers, suppliers, and your business are going. Retail Chain Manager enables you to
gather and analyze your past sales information so you can make the right decisions about
what products to carry, where to sell them, and what price they should be. Columbus IT
Retail solutions give you that power.
Complex Pricing
It's no longer enough to be able to stamp a product's price and forget about it. Modern
retailers are changing prices on goods daily, if not hourly. The benefit of flexible pricing
is to be able to respond to changes in the market as they happen. Want to set a higher
price for rush-hour customers and a lower price for off-hour ones? Or maybe you'd like to
be able to run a test on a new campaign for one day and see how it compares to the sales
results from the previous day. Columbus IT Retail solutions make it happen.
6
ABOUT RETAIL STORES:
Retail Store is a place of business for retailing goods which includes following:
Country store general store trading post - a retail store serving a sparsely
populated region; usually stocked with a wide variety of merchandise
Discount house discount store discounter wholesale house - a sales outlet offering
goods at a discounted price
Merchandise product ware- commodities offered for sale; "good business depends
on having good merchandise"; "that store offers a variety of products"
7
FORMATS OF RETAIL
Malls:
The largest form of organized retailing today. Located mainly in metro cities, in
proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above.
They lend an ideal shopping experience with an amalgamation of product, service and
entertainment, all under a common roof. Examples include Shoppers Stop, Piramyd,
Pantaloon.
Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer
Crossword, RPG's Music World and the Times Group's music chain Planet M, are
focusing on specific market segments and have established themselves strongly in
their sectors.
Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the
MRP through selling in bulk reaching economies of scale or excess stock left over at
the season. The product category can range from a variety of perishable/ non
perishable goods
Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer
needs. Further classified into localized departments such as appral, toys, home,
groceries, etc.
8
Hypermarts/Supermarkets:
Large self service outlets, catering to varied shopper needs are termed as
Supermarkets. These are located in or near residential high streets. These stores today
contribute to 30% of all food & grocery organized retail sales. Super Markets can
further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and
large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus
on food & grocery and personal sales.
Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas.
They stock a limited range of high-turnover convenience products and are usually
open for extended periods during the day, seven days a week. Prices are slightly
higher due to the convenience premium.
MBO’s :
Multi Brand outlets, also known as Category Killers, offer several brands across a
single product category. These usually do well in busy market places and Metros
With a vision to generate inclusive growth and prosperity for farmers, vendor partners,
small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL,
was set up to lead Reliance Group’s foray into organized retail.
With a 27% share of world GDP, retail is a significant contributor to overall economic
activity across the world. Of this, organized retailing contributes between 20% to 55% in
9
various developing markets. The Indian retail industry is pegged at $ 300 billion and
growing at over 13% per year. Of this, presently, organized retailing is about 5%. This is
expected to grow to 10% by 2011. RRL has embarked upon an implementation plan to
build state-of-the-art retail infrastructure in India, which includes a multi-format store
strategy of opening neighborhood convenience stores, hypermarkets, specialty and
wholesale stores across India.
RRL launched its first store in November 2006 through its convenience store format
‘Reliance Fresh’. Since then RRL has rapidly grown to operate 590 stores across 13
states at the end of FY 2007-08. RRL launched its first ‘Reliance Digital’ store in April
2007 and its first and India’s largest hypermarket ‘Reliance Mart’ in Ahmedabad in
August 2007. This year, RRL has also launched its first few specialty stores for apparel
(Reliance Trends), footwear (Reliance Footprints), jewellery (Reliance Jewels), books,
music and other lifestyle products (Reliance Timeout), auto accessories and service
format (Reliance Autozone) and also an initiative in the health and wellness business
through ‘Reliance Wellness’. In each of these store formats, RRL is offering a unique set
of products and services at a value price point that has not been available so far to the
Indian consumer. Overall, RRL is well positioned to rapidly expand its existing network
of 590 stores which operate in 57 cities.
During the year, RRL also focused on building strong relationships in the agri-business
value chain and has commenced marketing fruits, vegetables and staples that the
company sources directly to wholesalers and institutional customers. RRL provides its
customers with high quality produce that has better shelf life and more consistent quality
than was available earlier. RRL has made significant progress in establishing state-of-the-
art staples processing centres and expects to make them operational by May 2008.
Recognizing that strategic alliances are going to be a key driver to its retail business, in
FY 2007-08, RRL established key joint ventures with international partners in apparel,
optical and office products businesses. Further, RRL will continue to seek synergistic
opportunities with other international players as well. This year, RRL will continue its
focus on rapid expansion of the existing and other new formats across India. In addition,
10
Reliance Retail has entered into an alliance with Apple for setting up a chain of Apple
Specialty Stores branded as iStore, starting with Bangalore.
• Reliance Fresh
• Reliance Mart
• Reliance Footwear
• Reliance Appral
• Reliance Express
• Reliance wellness
• Reliance Digital
• Reliance Trendz
• Reliance Timeout
• Reliance Jewels
• Reliance Footprint
• Reliance Wellness
• Reliance Super
11
Management of Reliance Fresh
Store manager
Commercial and
Supervisor
accounts
Assistant
Champion commercial and
accounts
Customer care
Cashier
associate
12
Store Manager:
Supervisor:
Supervisor manage champion who is expert in either fruit and vegetable or dairy
products or any other. He also take notice of the stock with store manager.
He keeps records of all the transactions in the reliance fresh. All the proofs of
bills, receipts are given to him and he manages the accounts and manage all cash flow
He help the senior commercial and accounts for keeping accounts and also take
inputs from cashier whose function is billing.
Customer Care Associate:
It is lowest in hierarchy. They keep notice of thefts and management of their bay
assigned to them he make customer aware of schemes
13
• food and grocery items
• Targeted at all income groups
• Differentiation
• Full range, consistent availability of high quality
Fruits & Vegetables
• State-of-the-art retail infrastructure and supply
Chain.
Today, Indians living in class I or II cities can hope to get the world class treatment in
household shopping, thanks to some of the initiatives like Reliance Fresh. Reliance Fresh
is a new chain of small marts by the Reliance group of industries from where people can
easily buy all the good quality items of daily use in houses. Already similar kind of the
stores are available in the market with names like Subhiksha. The major advantage of
these stores is that people can easily hope of buying all the household products even
including fresh vegetable and fruits from the same place. Therefore, now there is no need
for moving from one place to other in the search of different things. At present, Indian
economy is moving at a fast speed and we are becoming a country where time has lot of
value. Therefore, these stores from players like Reliance offer a great saving of time for
the people. Reliance Fresh stores presently have slight edge over the competitors in
design and display; it is more wonderful experience to buy goods from the Reliance
stores than the other competitors. Moreover, even buying vegetables and fruits is world
class experience in the Reliance Fresh stores. Reliance Fresh and similar stores could be
the start of new beginning in India and already many people have started turning up to
these places in huge numbers. At present ventures of both Reliance Fresh and Subhikhsa
are successful in haryana and people here look ready to buy this concept of shopping
under single roof.
14
Motivation of employees in reliance fresh
There are lots of things done for motivation of employees in reliance fresh
Star of the month contest is done for employees working in a store. marks
are given by store manager to employees on their performance regarding
regularity ,politeness with customers, proper management of bay assign to
them and others . a voucher of rs 400 is given by store manager to star of
the month and he can buy anything from this voucher from store.
A meet is done after every shift in this store manager address employees
about the store and stock
Quality
Educated staff
15
Proper billing
Customer will not move here and there in different kirana stores for various
products
Proper ambience
Discounts
Replacement of product
No bargaining
Shrinkage
No credit
16
economical rates available
17
How supply is done
MODULE 1
18
MODULE 2
Reliance Fresh stocks fresh fruits and vegetables, staples, fast moving consumer goods
and dairy products. The stores are already selling over 1,000 tonnes of fresh produce
daily and also 250 categories of commodities. The company is approaching farmers
directly for the procurement of produce, seeking to reduce the 40% wastage that occurs
19
through the traditional supply chain. there are distribution centres like for north zone
there is one distribution centre in pataudi and all the products came from this centre.all
the orders of product came from higher authorities they keep track of demand of products
through software installed in each store
DISTIBUTION CENTER
20
store. Many retailers own and run their own distribution networks, while smaller retailers
may outsource this function to dedicated logistics firms that coordinated the distribution
of products for a number of companies. A distribution center can be co-located at a
logistics center
MARKETING TACTICS:
Staff members keep asking every customer at the time of billing whether they own
’RELIANCE CARD’.
It is the card in which puts some points credited on every purchase done here. It is
1point against Rs. 100 and against 1 points I will get 70 paise. .The idea is get you
hooked to the store. Reliance knows the mentality of our public.
this is a seprate desk run by external agency they make membership card stated above.
And with this card they give insurance of four types accidental death, accidental death
and disability, accidental hospitalization, home protect.
They provide temporary card for 6 month after 6 months the permanent card is provided.
after every purchase points are automatically managed by retalics SOFTWARE. they
claim that to card holder new schemes will be sent on the mobile. And to card holder
calls will be made about advance information about new product and service.
OTHER TACTICS
Contests are organized for customer like on new year there was card making contest in
rohtak and there were prizes given to 1st,2nd,3rd position at every store and result was
decided by store manager itself. Pamphlets about schemes are put inside newspapers.
and schemes are decided by higher authority not by store manager
21
Problems in reliance fresh
Some people at customer service desk are not able to explain their schemes in
a meaningful way so they must be trained properly
Sometimes some products are out of stock due to poor estimation of their
software.
A seprate agency is for the security purpose is there in reliance fresh.the guard of
the store is most important person he is retired army officer.he keeps a watch on
22
There are cameras that keeps watch on customer for theft any unreasonable
activity will be recorded by camera and these cameras directly attached to
Bombay centre where special team is assigned the duty of keeping watch on all
the stores
There are also fire alarm that sense smoke and they are also attached to Bombay
centre any smoke detected will ring alarms at Bombay centre
Consumers
Wide assortment, affordable prices
Better shopping environment experience
2. Vendors
Higher category growth
Improved supply chain efficiency
Ease in launching innovative products
3. Farmer
Direct correlation between consumer preference & production
Better prices
Access to all info/services
Country
Infrastructure
Employment
Revenue and tax generation
23
Evening shift 1PM to 10PM
Peak hours of sale
in summers evening 7PM to 9PM
in winters evening 1PM to 5PM
DUMP
Dumping in arrival means that during transportation some items are damaged that will
be calculated in profit and loss account of the company
Dumping in store some items are damaged in store that will be calculated in profit and
loss account of store.
For both dumping in arrival as well as dumping in store there is option in SAP so that
store manager can enter the data for both these procedure guard keep a close watch so
that no incorrect data is entered.
24
GRN
Goods receipt note tells how many items are received this is made by store manager .he
also update GRN in SAP software as well as there is option available in software for
GRN.
25
GTN
Goods transport note is sent by distribution centre it implies how many items are sent
from distribution centre
• Reliance Fresh is the retail chain division of Reliance Industries of India which is headed
by 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 croresin 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 (24th Jan, 2007) opened several "Fresh" outlets in
Chennai New DelhiChandigarhLudhiana increasing its total store count to 40.
Reliance is still testing its retail concepts by controlled entry beginning in the
southern states
• According to Deccan Herald the company is planning on opening new stores with
store-size varying from 1,500 sq ft to 3,000 sq ft, which will stock fresh fruits and
vegetables, staples FMCG products and dairy products. Each store is said to be
within a radius of 1-2 km of each other, in relation to the concept of a neighbour
store. However, this is only the entry roll-out that the company has planned.
Bangalore is said to have 40 stores in all by the end of the year
26
• Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance
Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance
Super are various formats that Reliance has rolled out.
• In addition, Reliance Retail has entered into an alliance with Apple for setting up
a chain of Apple Specialty Stores branded as iStore, starting with Bangalore
27
FUTURE GROWTH POTENTIAL OF RETAIL MARKETING IN INDIA.
The overall retail market in India is likely to grow by 36% to touch Rs 8,00,000 crore by
2008 from the current level of Rs 5,88,000 crore, according to an Associated Chambers
of Commerce and Industry of India (Assocham) study
The study points out that of the overall retail market, the organised sector in retail
marketing is expected to touch Rs 16,000 crore by 2008 from the present size of Rs 5,000
crore. The retail market at Rs 5,000 crore, includes the organised food and grocery (Rs
600 crore). Assocham president Mahendra K Sanghi said that initiatives from all the state
governments, and the Centre are prime factors that will encourage the entry of the
organised sector into retailing in the next few years.
He pointed out that the expansion and diversification of the organised sector in retail
marketing is currently under way because of the demand factor.
The other reason which substantiates major foray of the organised sector into retail
marketing is the availability of real estate and infrastructure facilities in most of the states
for setting up retail stores.
“Such laws will no longer be there in the near future as liberalisation has already reached
its advanced stage and states are competing with one and another for attracting
investment. This will motivate and encourage the foray of organised sector into retailing,
particularly when the entry of FDIs into retailing is being strongly opposed by a section
of society and polity as well,” according to the release.
According to Assocham estimates, the retail sector will create 50,000 jobs annually in the
coming five years.
28
The retail sector is the second largest source of employment and job market is receptive
to retailing experience, with business schools focussing on the sector and large retailers
setting up retail academies.
FOCUS ON GROWTH
Two years ago, in the context of changing markets, we outlined a strategy for Hindustan
Lever to deliver sustainable profitable growth. This strategy builds on the past and resha-
pes for the future. I would like to update you on the progress made in executing this
strategy and also outline our future approach.
GROWTH POTENTIAL
Our published results for 2002 show a sales decline of 6.7% on account of Discontin-
uation of non value adding businesses and divestments. Our domestic FMCG business
was flat with the growth in Home & Personal Care being offset by a decline in Foods.
This may lead to a question on our growth potential. Indeed, there is a common misco-
nception that our categories are mature with little scope for growth. In fact, the very
opposite is true. Several of our categories still have low usership levels. In addition,
the actual amount used per capita is far lower in India as compared to other countries, as
shown below:
29
However, HLL is faced with the challenge that FMCG markets, after growing in strong
double-digits throughout the nineties are now declining in value for the last couple of
years. Why is this happening? In urban India, consumers are now being exposed to and
are trying several new categories, such as mobile phones, leisure, durables etc, and are,
therefore, down-trading their FMCG purchases. Rural demand has been dampened by
three unusually poor monsoons in the last four years. We believe that both these factors
are transitory in nature and FMCG markets will surely find a new growth equilibrium. Be
that as it may, we are leaders in many FMCG categories, and are taking active steps to re-
attract consumer spending to our brands. We are doing this by providing exciting, new
and differentiated benefits as well as greater value, thereby leading growth. We have
every confidence in the validity of this approach given our experience in recent
years, whereby several of our biggest brands, supported by such innovation, have grown
strongly, even in this very challenging context.
.
30
SIGNIFICANCE
• Satisfaction level of consumers from their retail stores is also examined under this
study.
31
REVIEW OF LITERATURE
In India still there is lack of users for internet as a medium for banking purpose, but the
banking system are upgrading and bringing many electronic banking medium for
customers so that banking can be made more convenient.
In recent years, the business ethics literature has exploded in both volume and
importance. Because of the sheer volume and diversity of this literature, a review article
was deemed necessary to provide focus and clarity to the area. The present paper reviews
the literature on business ethics with a special focus in marketing ethics. The literature is
divided into normative and empirical sections, with more emphasis given to the latter.
Even though the majority of the articles deal with the American reality, most of the
knowledge gained is easily transferable to other nations.
32
(2) E. W. T. Ngai and F. K. T. Wat
They present a literature review and classification scheme for electronic commerce (EC)
research. The former consists of 275 journal articles published between 1993 and 1999 in
nine journals that are appropriate outlets for EC research. The results show that an
increasing volume of EC research has been conducted for a diverse range of areas. The
articles are classified and results of these are presented, based on a scheme that consists
of four main categories: application areas, technological issues, support and
implementation, and others. (Department of Management, The Hong Kong Polytechnic
University, Hung Hom, Kowloon, Hong Kong PR China)
Received 15 July 2000;
accepted 15 May 2001
Available online 13 January 2002.
The implications of this Retail Service Quality Scale for practitioners, as well as for
future research, are discussed. She received her Ph.D. from Georgia State University. She
received her Ph.D. from Georgia State University. Her research interests include attitude and
choice models, service quality and customer satisfaction issues, technology in service delivery,
and business-to-business relationships. She has published articles in theJournal of the Academy
of Marketing Science, Journal of Business Research, Journal of Consumer Research, Journal of
Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Journal of Health Care
Management, International Journal of Research in Marketing, andPsychology and Marketing, as
well as in various conference proceedings.
33
She also holds a B.S. and an M.S. from Florida State University and an M.B.A. from Mercer
University. Her research interests include services marketing, service quality, retailing, and
manager-employee relationships. Her publications include articles in theJournal of Consumer
Satisfaction, Dissatisfaction, and Complaining Behavior, The Service Industries Journal, and in
various conference proceedings.
He received his Ph.D. from the University of Georgia. His research interests include cohort
analysis, measurement issues, generalizability studies, and customer satisfaction. He has
published articles in theJournal of the Academy of Marketing Science, Journal of Advertising,
Journal of Marketing, Journal of Marketing Research, and theJournal of Personal Selling and
Sales Management, as well as in several conference proceedings.
While a large number of consumers in the US and Europe frequently shop on the Internet,
research on what drives consumers to shop online has typically been fragmented. This
paper therefore proposes a framework to increase researchers’ understanding of
consumers’ attitudes toward online shopping and their intention to shop on the Internet.
The framework uses the constructs of the Technology Acceptance Model (TAM) as a
basis, extended by exogenous factors and applies it to the online shopping context. The
review shows that attitudes toward online shopping and intention to shop online are not
only affected by ease of use, usefulness, and enjoyment, but also by exogenous factors
like consumer traits, situational factors, product characteristics, previous online shopping
experiences, and trust in online shopping.
34
(5) Project Director: David Ringholz Co-Investigator: RL Grubbs
Research Assistants: Jason Quick, Doria Kung, Camillo Vargus
Current retail checkstands do not accommodate seating and standing users Checkstand
design and task design have contributed to reduced employment of people with mobility
impairments Retailers have to make individualized custom modifications to
accommodate employees who need to sit while working or require a reduced workload
Checkstand design contributes significantly to retail workplace injury and stress Retailers
who fail to make necessary modifications to checkstands and other environmental
components have been subject to litigation
35
(Voss 1994)
The literature base for NPD has been growing with speed in recent years, though the
attention devoted to these two areas is scant (for services) or largely nonexistent (for
retailing). In comparison to industrial and consumer goods, very little research has
actually appeared on the development of new services, and what has appeared largely
concentrates on service process development (eg., Shostack 1984), the financial-services
industry (eg., Cooper et al 1994, Cooper and de Brentani 1991), though a trend does
increased services research does seem to be growing (eg., Tax and Stuart 1997). Still, the
vast majority of new product success factor studies have focused on manufactured
products (Cooper et al 1994, Easingwood 1986), whilst retailing research has been
primarily limited to testing methods (eg., Bateson and Hui 1992) or operational aspects
(eg., store atmosphere elements). These areas are discussed in detail in the Retail NPD
Literature Review in the following section of the paper.
In general, few of the retail change theories have been given unanimous support. All have
been noted to suffer from one thing or another. The Wheel of Retailing has garnished the
lion’s share of research interest and associated scrutiny. The Wheel has been severely
criticised as well as having been held up as “the best thing going” that seems to do a
reasonable job of explaining retail change. Markin and Duncan (1981) are critical of the
wheel of retailing, accordion, and retail life cycle theories. Instead, they put forth the
environment, Darwinism (survival of the fittest) and the dialectic (conflict) as possible
36
forces/factors. All in all, there is no clear-cut agreement in the literature as to what a
model of retail change should encompass, let alone how it should or could be tested.
in the literature. Key NPD success factors are then profiled. The section concludes with a
summary and evaluation of the NPD models, including a table indicating
the usefulness of each model for NRCD.
37
OBJECTIVES OF THE STUDY
38
RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can define
research as a scientific and systematic search for pertinent information on a
specific topic. According to Francis Rummer, research can be defined as “a
careful inquiry or examination to discover new information or relationship and
to expand or verify existing knowledge. Research is the solution of the problem
whether created or already generated, when research is done, some new
outcome, so that the problem can be solved.”
RESEARCH DESIGN:-
The design used for carrying out this research is
Descriptive Research design:-
The present project is Descriptive in nature because descriptive research
studies are those studies which are concerned with describing the characteristics
of a particular individual, or a group and situation etc. The main characteristic is
that the research has no control over the variables; he can only report what has
happened or what is happening.
The design in such studies must focus attention on the following or process in
descriptive research design is as follows:-
Formulating the objective of the study.
39
• DATA COLLECTION TECHNIQUES :-
DATA TYPE :-
• Primary Data
• Secondary Data (Internet Books & Journals)
DATA SOURCE:-
The source of collecting primary data is:-
Schedules
Personal Interview
• SAMPLING DESIGN :-
Random Sampling has been opted for this project. A sample design is a definite
plan for obtaining a sample from a given population. It refers to the technique or
the procedure the researcher would adopt in selecting items for the sample.
Sample design may as well lay down the number of items to be included in the
sample i.e., the size of the sample. Sample design is determined before data are
collected.
Sampling Size: 50
40
OVERVIEW ABOUT COMPANY
Founder Profile:-
“Growth has no limit at reliance.I keep revising my Vision. Only when you can dream it,
you can do it.”
DHIRUBHAI H. AMBANI
The end result? He created Reliance,a Rs. 75,000 crore enterprise, in a single
lifetime!
41
History of Reliance
Post launch, in a dramatic shift in its positioning and mainly due to the
circumstances prevaling in UP, West Bengal and Orissa, it was mentioned recently
in news Dailies that, Reliance Retail is moving out of stocking fruits and vegetables.
Reliance Retail has decided to minimise 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 and wellness , with food
accounting for the bulk of the business.The company may not stock fruit and
vegetables in some states. 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.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 spoke about was to source from farmers and
sell directly to the consumer removing middlemen out of the way.Reliance Fresh,
Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance
Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various
formats that Reliance has rolled out.In addition, Reliance Retail has entered into an
alliance with Apple for setting up a chain of Apple Specialty Stores branded as
iStore, starting with Bangalore.
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. .The
Group's activities span exploration and production of oil and gas, petroleum
refining and marketing, petrochemicals (polyester, fibre intermediates, plastics
and chemicals), textiles, retail and special economic zones. Reliance enjoys
global leadership in its businesses, being the largest polyester yarn and fibre
producer in the world and among the top five to ten producers in the world in
major petrochemical products.
42
Business Interests of Reliance:
Petroleum Refining and Marketing: Reliance operates the third largest refinery in
the world at any single location, with a capacity of 30 million tons per year of crude
throughput, at Jamnagar, Gujarat. Reliance is in the process of doubling the
petroleum refinery at Jamnagar, which will make it the largest petroleum refinery in
the world. The products rolled out from Reliance refinery include: LPG, Propylene,
Naptha, Reformate, Gasoline, TAME, Jet / Aviation Turbine Fuel / Superior
Kerosene Oil, High Speed Diesel, Sulphur, and Petroleum Coke.
43
• Reliance Haryana SEZ Limited
• Reliance Industrial Investment & Holdings Limited
• Reliance Ventures Limited
• Reliance Strategic Investments Limited
• Reliance Exploration & Production - DMCC
44
Group companies of Reliance
Major Group
Company
Reliance Industrial
Reliance Industries Reliance Retail Infrastructure
Reliance Fresh
45
1.(RIL) RELIANCE INDUSTRIEES LTD.
46
Industries was the only Indian firm featured in the Forbes's list of "world's 100 most
respected companies".
2. RIIL
Activities
The Company, is mainly engaged in the business of setting up / operating Industrial
Infrastructure. The Company is also engaged in related activities involving leasing and
providing services connected with computer software and data processing. The Company
has set up a 200-millimetre dia twin pipeline system from the Refinery of Bharat
Petroleum Corporation at Mahul, Mumbai, for transporting petroleum products like
Naphtha and Kerosene to the Petrochemical Complex of Reliance Industries Limited at
Patalganga.
It has also erected and commissioned facilities, such as -
47
(i) Supervisory Control and Data Acquisition (SCADA) system and
(ii) Cathodic Protection system for the above pipeline system.
It has also constructed -
(i) Jackwell at River Tapi and an 18-kilometre long 1200-millimetre dia Raw Water
Pipeline System in Hazira.
(ii) 70000 kilolitre petrochemical product storage cum distribution Terminal at Jawaharlal
Nehru Port Trust Area in Nhava Sheva, Uran (Raigad District) in Maharashtra.
The Company has acquired and deployed various construction machinery on hire for use
at various construction sites all over India.The Company has its operations in the Mumbai
and the Rasayani regions of Maharashtra, Surat and Jamnagar belts of Gujarat as also at
other places in India.
Human Resource Development (HRD)
The Company believes that the quality of its Employees is the key to its success in the
long run. The Company has a team of able and experienced professionals. The Company
maintains cordial relations with its employees and provides development opportunities
and all round exposure to them.
3. RRL
Type Supermarket
Founded 30 october 2006
Headquater Mumbai India
Key people Mukesh Ambani,C.E.O
Industry Retail
Website www.ril.com
With a vision to generate inclusive growth and prosperity for farmers, vendor partners,
small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL,
was set up to lead Reliance Group’s foray into organized retail.
48
Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an
organisation that caters to millions of customers, thousands of farmers and vendors.
Based on its core growth strategy of backward integration, RRL has made rapid progress
towards building an entire value chain starting from the farmers to the end
consumers.Through this year, RRL increased its footprint to more than 900 stores in 80
cities across 14 states in India. Keeping in sync with its multi-format store strategy,
RRL added new formats to its spectrum in the last year.
Keeping in line with its commitment of providing customers with best quality products,
RRL has forged strategic partnerships with world-class companies such as Marks
49
and Spencer (apparel and accessories), Office Depot (office stationery), Pearle
Europe (optical products) and Hamleys (toys).
RRL has a direct engagement with over 5 million customers following a loyalty
program 'Reliance One' which was offered from the first day of its operation. During
the year, RRL continued to bolster its agribusiness & dairy value chain to support its
rapidly expanding store footprint. By sourcing directly at the farmer's doorstep, RRL
ensures fair and timely payments to the farmers, reduction in spoilage through its stateof-
the art supply chain and logistics network and high quality produce to its customers.
In the coming year, RRL will focus on continuously innovating to enrich customer's
shopping experience through customised offers, private labels and 'value-formoney'
merchandise. RRL is also committed to foster relationships with partners that will create
new avenues of value enhancement for its customers.
50
Reliance Fresh
Reliance Retail, the 100% subsidiary of Reliance Industries, on October 28 unveiled
Reliance Fresh, the first of its multi-format retail foray involving an investment of Rs
25,000 crore.
Reliance Fresh is the company’s brand for neighbourhood fresh-food outlets. It will also
sell kitchen equipment and other edibles.
The next stop for Reliance Retail will be Ahmedabad, where the company will launch an
outlet on December 28, the birthday of RIL founder Dhirubai Ambani.
After that, it will move to West Bengal and Punjab, followed by simultaneous launches in
Delhi and Mumbai.
“These stores, ranging from 2,000 to 5,000 sq feet, will provide customers with a variety
of fresh fruits, vegetables, staple foods and other products in a world-class ambience,”
said Gunender Kapur, president, foods business, at the unveiling ceremony.
The strategy is to open one Reliance Fresh store in a radius of three to four km to serve
1,000-2,000 families. This means about 30-40 stores in the major metros. The air-
conditioned stores recorded a combined sales of Rs 22 lakh on the inaugural day itself.
Reliance Fresh is selling vegetables and fruits sourced from farmers through the
company’s agri hubs.
51
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. Reliance plans to invest
in excess of Rs 25000 crores in the next 4 years in their retail division. The company
already has in excess of 560 reliance fresh outlets across the country. These stores sell
fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products.
A typical Reliance Fresh store is approximately 3000-4000 square. feet and caters to a
catchment area of 2-3 km.
52
The strategy is to open one Reliance Fresh store in a radius of three to four km to serve
1,000-2,000 families. This means about 30-40 stores in the major metros. The air-
conditioned stores recorded a combined sales of Rs 22 lakh on the inaugural day
itself.Reliance Fresh is selling vegetables and fruits sourced from farmers through the
company’s agri hubs.
Mukesh Ambani
Mr. Mukesh Ambani had set up one of the largest and most complex information and
communications technology initiative in the world in the form of Reliance Infocomm
Limited (now Reliance Communications Limited).
53
54
HISTORY OF RELIANCE RETAIL
Post launch, in a dramatic shift in its positioning and mainly due to the circumstances
prevaling in UP, West Bengal and Orissa, it was mentioned recently in news dailies that,
Reliance Retail is moving out of stocking fruits and vegetables. Reliance Retail has
decided to minimise 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 and wellness , with food accounting for the bulk of the business.
The company may not stock fruit and vegetables in some states. 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 spoke about was to source from farmers and sell directly to the consumer
removing middlemen out of the way.
Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint,
Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various
formats that Reliance has rolled out.
In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain
of Apple Specialty Stores branded as iStore, starting with Bangalore.
55
Growth of Reliance Retail
1st reliance fresh store in Hyderabad
With overall reliance fresh stores already launched in Chennai ,Hyderabad abd
Jaipur ,Reliance Retail began its development of the national capital region
market with the recent opening of the 9 new stores in Gaziabad Noida and
Faridabad and Gurgaoh.
The company is targeting to open 100 more reliance fresh stores in New Delhi
alone within 4 months,and a 1000 new stores in 35 cities nationwide by the end of
2010 with a build up area of over 4 million sq. ft. An investment of rs 8000 crore
is envisaged for the NCR region alone.
56
ABOUT COMPETITORS
EASYDAY STORES
easyday stores are run and managed by Bharti Retail, a wholly owned subsidiary of
Bharti Enterprises. easyday stores have opened in Punjab, Haryana, Delhi, Rajasthan and
Uttar Pradesh. Bharti Retail, which has tied up with Wal-Mart, the world’s largest
retailer, will name its convenience stores Bharti EasyDay. The first batch of stores will be
launched on April 2. A total of five stores will be launched initially—four in Ludhiana
and one in Chandigarh. The convenience stores will focus heavily on the food and
beverages section.According to industry sources, the stores would be modelled on
Reliance Fresh stores. The store size will vary from 1,300 square feet to 3,000 sq ft.
As is known, Wal-Mart has a technical agreement with Bharti for Its front-end retail
stores. For the back-end cash and carry segment the two companies have entered into a
50:50 joint venture.
As earlier reported by FE, Wal-Mart Inc’s vice-chairman Mike Duke had clearly hinted
that the front-end stores would not carry the Wal-Mart tag. This is because three-fourths
of Wal-Mart’s international business earnings are under 52 local brands across the globe.
“We want to be seen as local retailers serving the needs of the local people in an area,”
Duke had said.
However, Rajan Bharti Mittal, managing director, Bharti Enterprises, had earlier said the
final rollout plans of the retail and cash and carry stores would be made in April, and
brand names for the retail and cash and carry stores would be announced then.According
to industry sources, the forced closure of Reliance Retail stores in Uttar Pradesh might
have prompted Bharti to rework its branding strategy, and drop the Wal-Mart name to
avoid any negative brand perception.
The first cash and carry store operated by Wal-Mart will be rolled out by the year-end.
Bharti-Wal-Mart is expected to open 10-15 cash and carry stores in seven years and
employ about 5,000 people.
57
SUBHIKSHA RETAIL STORES
Subhiksha was an Indian retail chain with 1600 outlets selling groceries, fruits,
vegetables, medicines and mobile phones. It was started and is managed by R
Subramaniam, an IIM Ahmedabad alumnus. Subhiksha planed to open 1000 outlets by
December 2008.He also planned to invest Rs.500 crore to increase the number of outlets
to 2000 across the country by 2009.its turn over was 2305 crore in financial year
2008.The name Subhiksha means prosperity in Sanskrit. It opened its first store in
Thiruvanmiyur in Chennai in March, 1997 with an investment of about Rs. 5 lakhs. The
retail chain has seen a considerable growth by offering goods at cheaper rates and there
by increasing its customer base. Subhiksha now has the pan Indian presence with stores
across Delhi, UP, Punjab, Haryana, Gujarat, Maharashtra, AP, Karnataka and TN. It has
recently commenced operation in Kerala also. Today, it is a multi-locational,
professionally managed and vibrant organization. Subhiksha now has even opened
Specialised Mobile shops called Subhiksha Mobile where mobiles are sold at a
discounted price.As of January 2009, Subhiksha has been facing severe financial crises
pertaining to liquidity. This has led to the shutting down of a large number of stores
across the Nation. Shortly thereafter the overextended chain imploded and all stores
across the country were shut down. Most likely never to open again.
In March 2010, Mr. Azim Premji, a well known Indian business man, who invested in
Subhiksha through his investment vehicle said that Subhiksha was a retail equivalent of
Satyam - India's largest corporate fraud. He said, "There was an overstatement of
accounts, fake inventory, fake bills, fake companies that money was transferred to."
58
SPENCER RETAIL
Spencer's Retail is one of India’s fastest growing retail stores based in Mumbai. It has
multiple formats for retailing food, apparel, fashion, electronics, lifestyle products, music
and books.It is owned by the RPG Group, a major business house.Established in 1996,
Spencer’s is one of the popular destination[citation needed]
for shoppers in India with
supermarkets, hypermarkets and dailies spread all over India.Spencer's Retail Limited is
one of India's largest and fastest growing multi-format retailer with 250 stores, including
36 large format stores across 50 cities in India. Spencer's focuses on verticals like food
and grocery, fruit and vegetables, electrical and electronics, home and office essentials,
garments and fashion accessories, toys, food and personal care, music and books.
Established in 1996, Spencer's has become a popular destination for shoppers in India
with hypermarkets and convenient stores catering to various shopping needs of its large
consumer base.
Operations
Spencer's has retail footage of over 1.1 million square feet and over 250 Spencer's stores
in 50 cities. The company operates through the following formats:
• The Spencer's Hyper stores are destination stores, of more than 15,000 sq. ft in
size. They offer everything under one roof. The merchandise ranges from fruits &
vegetables, processed foods (Ready to Eat, Ready to Cook, FMCG
products),specialty foods including international, sugar free, organic foods,
etc...groceries, meat, chicken, fish, bakery, chilled and frozen foods, garments,
consumer electronics & electrical products, home care, home décor & home
needs, office stationeries, soft toys. Besides, the stores also comprise book &
music retailing, electronic gadgets and IT accessories. On an average, a Spencer's
hyper stocks 70,000 SKUs across 35,000 items.
The Spencer's stores are neighborhood stores ranging from 1500 less than 15000 sq. ft.
These stores stock the necessary range and assortment in fruit and vegetables, fmcg food
and non-food, staples and frozen foods and cater to the daily and weekly top-up shopping
needs of the consumer.
59
VISHAL MEGA MART
What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is
today a conglomerate encompassing 180 showrooms in 100 cities / 24 states. India’s first
hyper-market has also been opened for the Indian consumer by Vishal. Situated in the
national capital Delhi this store boasts of the singe largest collection of goods and
commodities sold under one roof in India.The group had a turnover of Rs. 1463.12
million for fiscal 2005, under the dynamic leadership of Mr.Ram Chandra Agarwal . The
group had a turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for
fiscal 2007.
The group’s prime focus is on retailing. The Vishal stores offer affordable family fashion
at prices to suit every pocket.
The group’s philosophy is integration and towards this end has initiated backward
integration in the field of high fashion by setting up a state of the art manufacturing
facility to support its retail endeavors.
Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all
price ranges. The showrooms have over 70,000 products range which fulfills all your
household needs, and can be catered to under one roof. It is covering about 29, 90, 146
sq. ft. in 24 states across India. Each store gives you international quality goods and
prices hard to match. The cost benefits that is derived from the large central purchase of
goods and services is passed on to the consumer.
60
ANALYSIS AND INTERPRETATION
Table 1
Income Number of Persons % of Persons
Below 10000 10 20
10000-20000 25 50
Above 20000 15 30
Total 50 100
Graph 1
% of Persons
45-60
20%
15-30
30-45
30-45 15-30 45-60
20% 60%
Interpretation:-
According to the above analysis 20% people are below
10000, 50% are in between 10000-20000 and 30% are above 20000.
61
Q2. How frequently do you shop
Table 2
Frequency of No of persons % of persons
shopping
Quite frequently 10 20
Occasionally 20 40
Seldom 15 30
Daily 5 10
Total 50 100
Graph 2
% of persons
50
40
30
20 40
30
10 20
10
0
Quite
Occasionally Seldom Daily
frequently
% of persons 20 40 30 10
% of persons
62
Q3. Which Retail stores do you prefer
Table 3
Preference No of % of
people persons
Local 15 30
Branded 35 70
Total 50 100
Source: Survey Data
Graph 3
%of persons
Local
Branded
Local, 30%
Branded,
70%
Interpretation:-
According to the above analysis 70%people prefer Branded Retail Stores
(Reliance fresh, Spencer, Subiksha, Easy day) and 30%prefer local stores.
63
Q4.Which Retail Store do you Shop
Table 4
Retail store No of people % of persons
Reliance Fresh 26 52
Subhiksha 16 32
Spencer 2 4
Easyday 5 10
Others 1 2
Total 50 100
Source: Survey Data
Graph 4
% of persons
60
52
50
40
32
30 % of persons
20
10
10 4 2
0
Reliance
Subhiksha Spencer Easyday Others
Fresh
% of persons 52 32 4 10 2
Interpretation:-
According to above analysis 52% people prefer Reliance Fresh, 32%
prefer Subiksha, 4% prefer Spencer, 10 % prefer easyday and 2% prefer other retail
stores for shopping.
64
Q5. How do you come to know about that retail store
Table 5
Media Used No of people % of persons
T.V. 30 60
Newspaper 8 16
Radio 5 10
Friends 6 12
Others 1 2
Total 50 100
Source: Survey Data
Graph 5
%of persons
80
60
60
40 %of persons
16
20 10 12
2
0
News Frien Other
T.V. Radio
paper ds s
%of 60 16 10 12 2
persons
Interpretation:-
According to the above analysis 60% people use T.V. as a source of
Information regarding a retail store, 16% use news paper,10% use radio,12% consider
65
Q6. Why do you visit a retail store
Table 6
Options No of people % of persons
Shopping 20 40
See new stuff 5 10
To maintain standards 10 20
Check different schemes 5 10
Others 10 20
Total 50 100
Source: Survey Data
Graph 6
% of persons
50
40
40
30
20 20 % of persons
20
10 10
10
0
See new To maintain Check
Shopping Others
stuff standards different
% of persons 40 10 20 10 20
Interpretation:-
According to the above analysis 40% people are going to retail
stores for shopping, 10% just to see new stuff while 20 %go for the sake of standard
66
Q7. What do you consider while purchasing any product in retail stores
Table 7
Options No of people % of persons
Brand 32 64
Quality 4 8
Price 7 14
Satisfaction Level 2 14
Eye-catching schemes 2 4
All above 3 6
Total 50 100
Source: Survey Data
Graph 7
% of persons
80
64
60
40
20 14 14
8 6
4
0
Satisfacti Eye-
Brand Quality Price All above
on Level catching
% of persons 64 8 14 14 4 6
% of persons
Interpretation:-
According to the above analysis 64% people go for brand while
67
Q8. How do you consider a retail store good/bad.
Table 8
Options No of people % of persons
By location 13 26
By value added 16 32
Range of assortment 12 24
Quality products 8 16
Others 1 2
Total 50 100
Source: Survey Data
Graph 8
% of persons
40
32
30 26 24
20 16
10
2
0
By value Range of Quality
By location Others
added assortment products
% of persons 26 32 24 16 2
% of persons
store as a tool of judgment while 40%consider value added services and 40% prefer range
of assortment.
68
Q9. Are you satisfied with services provided by Reliance fresh
Table 9
Response No of people % of persons
Yes 40 80
No 6 12
Not Applicable 4 8
Total 50 100
Source: Survey Data
Graph 9
% of persons
Not Applicable
8%
No
12%
Yes
80%
Interpretation:-
According to the above analysis80% people are satisfied by the
services provided by their reliance fresh retailer while 12% are not and others 8% are not
applicable.
69
Q10. If yes, then do you want to continue to enjoy the services further from reliance
fresh
Table 10
Continue services No. of people % of persons
with Reliance fresh
Yes 39 78
No 11 22
Total 50 100
Source: Survey Data
Graph 10
% of persons
No
22%
Yes
No
Yes
78%
70
Q11. Which value-added services provided by reliance fresh attract you the most
Table 11
Options No of person % of persons
Attractive Price 8 16
Discounts 33 66
Others 9 18
Total 50 100
Graph 11
% of persons
Attractive Price
Discounts
Others
Discounts
66%
Interpretation:-
According to the above analysis 16% people feel attracted towards price
71
Q12. Do you feel impulse to purchase after seeing Reliance Fresh
Table 12
Response No. of % of
people persons
Yes 36 72
No 14 28
Total 50 100
Source: Survey Data
Graph 12
%AGE
NO
30%
YES
NO
YES
70%
Interpretation:-
According to the above analysis 70% of the people feel impulse to
purchase after seeing a Reliance fresh retail store while 30% are not.
72
Q13. Will you advice other people to buy from reliance fresh retail store
Table 13
Response No. of % of persons
people
Yes 32 64
No 9 18
Upto some extent 9 18
Total 50 100
Source: Survey Data
Graph 13
% of persons
Upto some
extent
18%
Yes
No No
18% Yes Upto some extent
64%
to buy from reliance fresh while 18% are not and other 18% will advice up to some
extent.
73
Q14. If you don’t want to continue the services from Reliance Fresh Specify the
reasons?
Table 14
Graph 14
%of persons
80
60
60
40 %of persons
20 14 12
8 6
0
Custo Locat Infras Servi Not
mer ion tructu ces Appli
%of 8 14 6 12 60
persons
Interpretation:-
According to this above analysis, 40% respondents don’t want to
14 % due to locations
74
Q15. What will be your reaction on an up-coming retail store.
Table 15
Reaction No. of % of persons
people
Excited 40 80
Not-Excited 10 20
Total 50 100
Source: Survey Data
Graph 15
%age
not excieted
20%
excieted
not excieted
excieted
80%
Interpretation:-
According to the above analysis 80% people are excited about a new
75
Q16. Will you switch over if any retail house provides you better services
Table 16
Reaction No. of % of persons
people
Yes 24 48
No 15 30
Maybe 11 22
Total 50 100
Source: Survey Data
Graph 16
% of persons
% of persons
60
48
50
40
30
30 22
20
10
0
Yes No Maybe
% of persons 48 30 22
Interpretation:-
According to the above analysis 48% people will switch if any other
retailer provide them better services while 30% wont switch while other 22%may switch.
76
Q17. Do you really get influenced by WOM (word of mouth)
Table 17
Response No. of % of persons
people
Yes 32 64
No 18 36
Total 50 100
Source: Survey Data
Graph 17
%AGE
NO
40%
YES
YES NO
60%
Interpretation:-
According to the above analysis 40%people really not get influenced
77
Q18. Do you think shopping culture really affect your choice regarding a retail store
Table 18
Response No. of % of persons
people
Yes 39 78
No 11 22
Total 50 100
Source: Survey Data
Graph 18
% of persons
100
78
80
60
40
22
20
0
Yes No
% of persons 78 22
% of persons
Interpretation:-
According to the above analysis 22%people says that shopping
culture doesn’t affect their choice regarding a retail store while 78% says that it really
affects.
78
Q19. Rate the Reliance fresh store
Table 19
Response No. of % of persons
people
Very Good 28 56
Good 10 20
Average 4 8
Bad 3 6
Very bad 5 10
Total 50 100
Source: Survey Data
Graph 19
% of persons
Very bad
10%
Bad
6%
Very Good
Average
Good
8%
Average
Very Good
Bad
Good 56%
20% Very bad
Interpretation:-
According to the above analysis 56% people rate the reliance fresh
very good,20% rate them good,8% rate them average,6%rate them bad and 10 %rate
79
FINDINGS OF THE STUDY
• 50% of people between income level 10000-20000 visit retail stores so most of the
middle income group visit retail stores.
• 52% people prefer Reliance Fresh Retail Stores on others like Subhiksha, Easyday,
Spencer etc.Most of the people also advise others to buy from Reliance Fresh Retail
Stores.
• As retail sector is booming more and more retail stores are penetrating into small stores
and consumers are really excited about this.
• 80% people are quite satisfied and most of them want to continue services from Reliance
Fresh. Most of the people feel impulse to purchase from Reliance fresh stores.
• Retailers are trying to fulfill all the expectations of consumers by providing them various
value added services, Attractive prices and Discounts
• Most successful retailers are trying to satisfy all level if customers by providing them
good brand, quality, price etc. 64% people prefer Brand more while purchasing.
• One of the most important decisions taken by a retailer is the choice of a retail store
location.It as also noticed that people are really get influenced by word of mouth.
.
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SUGGESTIONS
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LIMITATIONS OF THE STUDY
The research has been made by keeping various aspects into consideration. Some
limitations of my research are:-
• Survey is based mainly on the information and data supplied by the people. So
biasness can be a problem.
• Assumptions do not hold true in all cases. For example during the research; it was
assumed that respondents have exact and appropriate knowledge of the stock
market. But this is not true in all cases.
• The sample size was 50, which may not reflect a true picture of the consumers
mind. Because of these constraints, the analysis may not be accurate and may
vary, when test will take in different places and time.
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CONCLUSION
Today the phrase consumer is king is more relevant than ever, before, as it is the
consumer who drives the sales and in effect the retail operations.
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