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SUMMER TRAINING REPORT ON CUSTOMER AWARENESS AND PERCEPTION ABOUT RELIANCE TRENDS STORE

Presented by

Name: Abhijeet Mishra Sem: IIIrd Semester Roll No.: 1007670036 Session: 2010-2012

Company Profile
Company : Reliance Retail Subsidiary Company : Reliance Trends Founded : 2007 Headquarters : Bangalore Chairman and Managing Director : Shri Mukesh Ambani Stores at Bangalore city : Reliance Trends at Mantri mall, Richmond Road and Jayanagar

The Apparel, Luggage and Accessories division of reliance retail has announced the launch of their first Apparel speciality store Reliance Trends.

Objectives of Study
The main objective of the study is to find out reason for drop in footfalls. To know awareness level of consumers. To know the Perception of customer about Reliance Trends Store.

Research Methodology
Type of Study: The type of research followed is descriptive in nature as it is determining the consumer awareness and perception about Reliance Trends Store.

Source of data: The primary data has been collected from customers of Reliance Trends stores across Lucknow. The secondary data has been collected through internet.
Tools of data collection: The data has been collected through a well-structured questionnaire containing relevant questions pertaining to the study.

Sampling: In the following study, sample is collected from customers of Reliance Trends store at Phonix United mall, Lucknow city. The stores from which the data has been collected are: Reliance Trends, Phonix United Mall Sample size: The size of sample collected is For awareness about store 120 respondents at Reliance Trends at Phonix United mall. Methods of sampling: The method of sampling is convenience sampling. In this type of sampling respondents are picked on the basis of convenience of the researcher i.e. taking samples from people whom a researcher meets or are available. Convenience sampling is simple, low budget, and do not require a list of population. Also no statistical expertise is required for sampling.

Socio economic configuration


Particulars Men Women No of Respondents 60 60

Total

120

Analysis and interpretation of data


Q1: Please tell me how many times have you visited our store ever since it was opened?

Particulars
First Visit Once Before Twice Before Thrice Before Four times Before Five or more times Before Total

Number of people
34 28 18 16 09 15 120

Interpretation: Most of the respondents visited for first time.

Q2. Would you please tell me when we talk about various stores at Phonix United Mall which is the one which comes to your mind? Table shows the first store which comes to mind in Phonix United Mall .
No of People Partiiculars Pantaloons Lifestyle Shoppers Stop Reliance Trends Max Spar Marks&Spence Apple Food court Respondents 14 Kfc 12 Madhuloka 5 1 2 Health & Glow 1

Inox

Nike
6 Play saloon 17 23 8 1 14 Reliance Living total Prester Reebok

1
1 1 1 1 120

Interpretation: Most of the named Spar, and Max when asked what comes to thier mind when we speak about :Phonix United Mall . Reliance trends had less responses, as numbers indicate.

Q3. Would you please tell me which of the stores you are aware of at Phonix United mal Table 4 shows number of people aware of each store.

Store name

Number of people (Sample size 120 for each Store name) aware of each store

Pantaloons Lifestyle Shoppers Stop Reliance Trends

53 67 67 59

Max
Spar Marks & Spencer

34
68 24

Interpretation: Lifestyle, Shoppers stop and Spar had high awareness among consumers with 67 respondents aware out of 120. Reliance trends also enjoys good awareness with 59 responses.

Q4. Would you please tell me which of the stores you visited at Phonix United mall? (Ask only those who answered in Q3). Table 5 shows the number of people visited each store.
No of People store Name Pantaloons Lifestyle Shoppers stop Reliance Trends visited stores 37 46 50 44

Max
Spar Marks & Spencer

17
55 08

Q5. Would you please tell me which of the stores you Shopped at Phonix United Mall? (Ask only those options which they said, they have visited of in Q4) Table 6 shows the number of people shopped at each store.
No of People Shopped at Store Name Spar Lifestyle Shoppers stop Reliance Trends each stores 43 32 45 20

Pantaloons
Max Marks & Spencer

30
10 05

Q6- Please tell me the reasons for not purchasing at Reliance Trends even after visiting the store ?(Ask only those who said, they have visited of in Q4 but not purchased in Q5) Table 7 shows reason for not purchasing at Reliance trends even after visiting store.
No of Reasons for not purchasing respondents Too expensive Less variety Didnt get my kind of clothes, no discount, no brands Did not like clothes for baby, over pricing No stylish dresses available Sub standard quality This is my first visit, I will check out Reliance trends 2 2 1 2 3 9 5

Total

24

Q7- Please tell me what are the reasons for not visiting Reliance Trends, despite being aware of the store(Ask only those who said, they are aware of Reliance trends in Q3 but not Visited in Q4) Table 8 shows reason for not visiting store even after being aware of Reliance trends store.
No of
Reason for not visiting store respondents Too expensive 7

Less variety
Did not like clothes for baby, over pricing No stylish dresses available

3
1 2

Sub standard quality


No I never thought of visiting Total

15

Q8. What is the reason for visiting Phonix United mall today? Table 9: shows reason for visiting Phonix United mall.

Reason for visiting mall

No of respondents

Lunch, To meet friends


Meeting friends, movie Shopping

14
21 29

To eat out
to meet friends Total

21
33 120

Interpretation
Table:10 Showing awareness, no of times visits and shopped data of respondents.
Total responde Store Name Spar Lifestyle Shoppers Stop nts 120 120 120 120 120 120 120 Aware Visited 53 67 67 59 34 68 24 37 46 50 44 17 55 8 Shopped 30 32 45 20 10 53 5

Reliance Trends Pantaloons Max Marks &Spencer

Table:11 Showing awareness, no of visits and shopped data in percentage.

Percentage of Percentage of respondents Percentage of respondents

aware
Spar Lifestyle Shoppers Stop Reliance trends Pantaloons Max Marks & Spencer 44% 56% 56% 49% 28% 57% 20%

respondents Visited
70% 69% 75% 75% 50% 81% 33%

shopped
81% 70% 90% 45% 59% 96% 63%

Out of 120 respondents 59 i.e., nearly 49% are aware of Reliance trends. Out of 59 respondents 44 visited store i.e., 75%. Out of 44 respondents 20 shopped at reliance trends i.e., 45%.

FINDINGS: The study was done in order to know the reason for drop in footfalls in Reliance Trends store at Phonix United mall. Out of 120 respondents 59 i.e., nearly 49% are aware of Reliance trends Out of 59 respondents 44 visited store i.e., 75% . Out of 44 respondents 20 shopped at reliance trends i.e., 45%. 61 respondents out of 120 were not aware of Reliance Trends store i.e., more than 50%.

Suggestions
Promotions:
More promotion needs to be done. Reliance Trends should establish itself as a brand which can be done only through heavy promotions because in todays scenario to make consumer aware about the store promotion plays an important role in it. Reliance Trends are new unit of reliance retail so in initial stage promotion is necessary to establish in market.

Introduce wide range and variety:


Customers could be better satisfied with a wide range of apparels designs in clotting lines.

Improve quality of clothing:


Many customers do not get size they are looking for and are disappointed. There should be proper and timely stock replenishment done at the store level.

Conclusion:
The consumer is more interested in range and price of the products rather than the price. Bringing customer into store may be easy, but once they enter the store they should get what they want. Consumers have high expectations from Reliance Trends regarding pricing, they expect good collection of clothes at much cheaper price. A lot of awareness programs may help in getting better footfalls.

THANK YOU

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