28914840 Summerproject on Reliance Retail

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A

PROJECT REPORTON

THE FACTORS RESPONSIBLE FOR CUSTOMERSATISFACTION IN RELIANCE MART

INRANCHI REGION

(DURING THE PERIOD OF MAY-JUNE 2009)

Submitted in the Partial Fulfillment of the PostGraduate Diploma in Management

(2008-10)

Submitted ToMr. Anil Singh(HR. Head)Reliance Retail Ltd

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Submitted by

Satish TiwariPGDM (IPM Meerut)

ACKNOWLEDGEMENTS

The Summer Internship at Reliance Retail Ltd, Ranchi has been aquantum leap in terms of practical savvy understanding of managementconcepts, sincerity, diligence, and responsibility and above all self-confidence.

In particular, I would like to extend my heartfelt gratitude to Mr. Anil Singh(H.R Head) &Miss Alankrita Kujur (H.R Manager) Reliance Retail Ranchiwho gave me the opportunity to do my summer training in Reliance Retail

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Ranchi & without whose facilitation and cooperation, this project would nothave been so fulfilling.

I would like to take this opportunity to thank my project guide Mr. AnujSinha (Assistant Marketing Manager Reliance Hyper Mart Ranchi) for hisguidance and for keeping me on track through his expertise in the field of

marketing and Sales.I would be great to thank Mr. Arvind choubey (Store Manager) &Mr.TuhinDas (Assistant Store Manager) and all Department Manager for their valuablesuggestions & feedback.

At the onset, I would like to thank Mr. Sarvjeet Singh (Deputy Director, IPMMeerut) for giving me the opportunity to gain vital insights into the corporateworld.

I would like to acknowledge Mr. Sushant Mittal and Mr. V.S Solanki andthe entire esteemed faculty at IPM, Meerut for providing me with the requiredtheoretical background to approach the project.

SATISH TIWARI

PGDM (2008-2010)

IPM MEERUT

CONTENTS

Preface..4Executive Summary

5Certificate of Appreciation.6Scope of study 7Research Methodology 8Data collection method 9 Tools adopted 10Introduction. 11

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Over view of Indian retail sector.. 14Company Profile 15 Reliance retail eastern zone.. 18Research Objective. 20Analysis.. 21Findings.. 43Recommendation.45

Conclusions..47Limitations.48SIP Weak wise49Customer Database..57Glossary.65Questionnaire.66Bibliography.69

PREFACE

Reliance Retail Jharkhand gave me the opportunity to undergo practicalsummer in their organization.

I have done specific project on The Factors responsible for customersatisfaction in Reliance Mart during my training period.

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The project report contains all the study covered in the project. The projecthelped me a lot to learn regarding the practical aspects of marketing andmarketing research. I am thankful to Reliance Retail Ltd. for giving me suchan opportunity which would be beneficial and helpful to me in future.

SATISH TIWARIPGDM (2008-2010)

IPM MEERUT

EXECUTIVE SUMMARY

This study is intended to help Reliance Retail decide upon the steps to betaken care for customer satisfaction so that the growth of the company keepson improving.

This study is an attempt to assess the Factors responsible for customersatisfaction in Reliance Mart in Ranchi region. The area where research isconducted is Kanke Road, CMPDI, Ratu Road, Bariyatu, Morabadi, Lalpur,Kutchery, and Upper Bajar

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Primary data have been used for analysis. However, secondary source haveyielded preliminary information. Research conducted was descriptive innature. Descriptive research helped me to develop the concept to clearlyestablish priorities, to divulge adequate information which helps me indecision making and thus essential for making the study a success.A structured questionnaire was used to obtain required information and to

assess the customer satisfaction level and to find the ways through which thecompany can come up to the expectation of customer so that the optimumsatisfaction level can be achieved.I have used random sampling for my survey. Care was taken that therespondents were as diversified as possible.

A sample size of 150 respondents was taken from various parts of Ranchi. Icollected data and analyzed them. I have critically analyzed each and everyquestion in the questionnaire and then given the managerial implication. Thisanalyzed data was later converted into bar diagrams for convenience. This

also made it easy to draw a conclusion based research and provide apresentable format for the report. Later on the information were compiled toform a presentable report.Along with this I also learnt the store operation of Reliance Mart Kanke RoadRanchi.A better strategy to satisfy customer is only the way to gain customerattention and to penetrate more in own catchment area. Strategy must be inall area like Promotional offer/Scheme, Product Pricing, Employee behaviour,Billing Process, Product Assortment, Product quality in terms of RATER.It is found in the research that customers are price sensitive hence RelianceMart should give those offers which can facilitate more money saving as the

customers are price sensitive.Last but not least Ranchi is not as much developed as metros as thinking andattitude of customers is conservative. So the concept of retail that is Touchand Feel the product would take time to be properly applied. As somesegment of the customer of Ranchi hesitate to enter into the organized retailstore. Once the conservative thought would abolish, definitely the retail willgrow with leap and bound, Ultimately it would benefit RelianceHyperMart

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SCOPE OF STUDY

This study covers customers of Reliance Hyper mart in the area of Ranchi. Thecatchment area of the Reliance Hyper mart is Kanke Road, CMPDI, Ratu Road,Bariyatu, Morabadi, Lalpur,Kutchery, and Upper Bajar

The study makes effort to ascertain the satisfaction level of customer ofReliance Hyper mart through survey so that company would be able to comeup to the expectation level of its customer.The company can come up to the expectation only by finding out the problemthat customer are facing during their purchase from Reliance Hyper mart.

The subject has been taken for the research as it plays key role in thesuccess of retail sector.

No company can think of selling their product without having satisfiedcustomer. No company can survive in long run without coming up to theexpectation level of customer. So to know the customer satisfaction level suchresearch is very important.

In short it is the level of satisfaction that is link between end-user andcompany. As long as the company is able to satisfy its customer, customerwould remain in the bracket of loyal customer.

Hence it is very essential to understand the customer satisfaction and tomeasure the satisfaction level time to time as there is always scope ofimprovement.

The research will also be beneficial in analyzing the overall market position ofthe company and measures which should be adopted by the Reliance RetailLtd. to increase their market share in the region of Ranchi.

RESEARCH METHODOLOGY8


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RESEARCH METHODOLOGYIt is a way to systematically solve the research problem. It may beunderstood as a science of studying how research is done scientifically. In itwe study the various steps that are generally adopted by researchers, instudying our research problem along with the logic behind it. It is essential for

the researchers to know not only the research method technique but also themethodology.

RESEARCH PROCESS

It consists of a series of action necessary to effectively carry out research andthe desired sequence of these steps.

Defining the problem and research objectives Develop the research plan

Collect the information Analyze the information Present the findings Make the decision

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysisof data in a manner that aims to combine relevance to the research purposewith economy in procedure.Descriptive research is used in the preparation of the project.There is some point and facts which were not found earlier hence exploratoryresearch is used.A descriptive research technique is also used as I again worked upon thosefacts which were earlier found by some other.

SAMPLE DESIGN

Non probability sampling (Convenience sampling) is used because of

restriction of time.

DETA COLLECTION METHOD

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Primary Data

Primary data generally means those raw data or data structures that arecollected first- hand and have not had any previous meaningfulinterpretation. For my Summer Internship Project Report, I have collectedsuch primary data through face to face interview method with the help of

questionnaire.

Secondary Data

Secondary data is also used to find some facts regarding company (Hypermart)

Primary Data

Through:- Questionnaire, Personal interview Observation.

Secondary Data

Companies website, Internet,

Research Apparatus

Survey Method

Research Instruments

Observation, Questionnaire and Personal Interview

Sample Universe

The catchment area of the Reliance Hyper mart: - Kanke Road, CMPDI, RatuRoad, Bariyatu, Morabadi, Lalpur,Kutchery, and Upper BajarSample Size:-

150.

Contact Method

Personal contact.

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TOOLS ADOPTED

For the project study the tools adopted is questionnaire having multiple choicequestions. The questionnaire is closed-end in which Dichotomous, Multiplechoice, Likert scale, Importance scale, Rating scale Semantic differentialareused.

The dual choice questionnaire is not taken as the total numbers of samplesare very large and correct data could not ascertained for the survey to begood and genuine

INTRODUCTION11


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Early Trade

When man started to cultivate and harvest the land, he would occasionallyfind himself with a surplus of goods. Once the needs of his family and localcommunity were met, he would attempt to trade his goods for different goodsproduced elsewhere. Thus markets were formed. These early efforts to swap

goods developed into more formal gatherings. When a producer who had asurplus could not find another producer with suitable products to swap, hemay have allowed others to owe him goods. Thus early credit terms wouldhave been developed.

Early Markets

Over time, producers would have seen value in deliberately over-producing inorder to profit from selling these goods. Merchants would also have begun toappear. They would travel from village to village, purchasing these goods and

selling them for a profit. Over time, both producers and merchants wouldregularly take their goods to one selling place in the centre of the community.Thus, regular markets appeared.

The First Shops

Eventually, markets would become permanent fixtures i.e. shops. These shopsalong with the logistics required to get the goods to them thus it leads to thestart of the Retail Trade.

Origins of Retail Chains

It is likely that, as markets became more permanent fixtures they evolvedinto shops. Although advantageous in many respects, this removed themobility that a peddler or traveling merchant may still have enjoyed. Forsome shopkeepers, it made sense to obtain extra stock and open up anothershop, most probably operated by another family member. This would recoverbusiness from peddlers, create new business and the greater volume wouldallow the shopkeeper to strike a better deal with suppliers. Thus the RetailChain would have started. It is thought that this process was started in Chinaover 2200 years ago with a chain of shops owned by a trader called Lo Kass.Excavations reveal that shops in ancient Rome were, in many respects, muchlike small shops are today, so it is most likely that retailer chains existed then.From Family Business to formal structure although retail chains would havebeen mostly run by families, as some chains grew, they would have needed toemploy people from outside of their family. This was a limiting factor as therewould have been a limit to the amount of trusted non family membersavailable to help run the chain. Another, even more definite limiting factorwas the distance the furthest shop would have been from the original shop.The greater the distance, the more time and effort would have been needed

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to effectively manage outpost shops and to service them with goods. Therewas, therefore, a natural barrier to expansion. That was the case untiltransport and communications became faster and more reliable. When thishappened towards the end of the 19th century, chains became much biggerand more widespread. Many of these businesses became more structured andformalized, leading to the retail chains that we see today.

How Retail Developed

Peddlers and Producers

The Retail Trade is rooted in two groups, the peddlers and producers. Peddlerstended to be opportunistic in their choice of stock and customer. Theywould purchase any goods that they thought they could sell for a profit.Producers were interested in selling goods that they had produced.

General Store

This division continues to this day with some shops specializing in specificareas, reflecting their origins as outlets for producers (such as Pacific Concordof Hong Kong), and others providing a broad mix, known as General Store(such as Caseys in the Midwest of the U.S.A.).

Although specialist shops are still with us, over time, the general store hasincreasingly taken on specialist products. Customers have found this to bemore convenient than having to visit many shops thus the termConvenience Store has also been applied to these shops. As the popularityof general stores has grown, so has their size. This combined with the adventof Self-Service has lead to the Supermarket, or Superstore.

Self-Service Stores

Background

Up until the introduction of self-service stores, customers would simply askthe shopkeeper for their goods. The shopkeeper would price them (weighingthem if necessary), pack them in a bag or other container (often supplied by

the customer), tot up the bill and receive payment. There was a personal one-to-one relationship between customer and shopkeeper. The First Self-ServiceStore. This all changed in 1915 when Albert Gerrard opened the Groceteria inLos Angeles, the first documented self-service store. This was soon followed ayear later by the Piggly Wiggly self-service store, founded by ClarenceSaunders in Tennessee in the U.S.

Efficiency

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These entrepreneurs noticed that their staff had to spend a great deal of timetaking grocery orders from customers. The groceries were stacked on shelvesallowing customers to walk around and browse, collecting their shopping in abasket that was supplied. The shopkeeper would only need to tot up the finalbill at the end of the process and transfer the goods from the basket to thecustomer and receive payment.

Growth

This new type of shopping was more efficient and many customers preferredit. Although personal service stores remain to this day, this new conceptstarted a rapid growth of self-service stores in the United States. Othercountries were slow to take up the idea, but there has been a steady rise inthe global amount of self-service stores ever since.

With a 27% share of world GDP, retail is a significant contributor to overalleconomic activity across the world. Of this, organized retailing contributes

between 20% to 55% in various developing markets.

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OVERVIEW OF INDIAN RETAIL SECTOR

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 expectedto grow to 10% by 2011.

Size of Indian Retail

India is one of the 10th largest retail markets in the world. Organized retail constitutes about 5 % of total retail sales. However organized retail has been growing at over 40% p.a. in last two

years.

Structure of Indian Retail

Indian retail sector is highly fragmented mostly owner runned mom andpop outlets.

Retail chain such as Pantaloons, Trent and RPG retail has growingrapidly while Reliance, Aditya Birla Group is pumping huge money inretail sector.

Dairy Farm, Metro, Shoprite and Mark & Spencer are some internationalretailers which are present in India.

COMPANY PROFILE

RELIANCE RETAIL LTD

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Growth Through Value Creation

Reliance Retail Limited, a 100% subsidiary of Reliance Industries Limited, wasset up to lead Reliance Groups foray into organized retail.

RRL launched its first store in November 2006 through its convenience storeformat 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 firstReliance Digital store in April 2007 and its first and Indias largesthypermarket Reliance Mart in Ahmedabad in August 2007. This year, RRLhas also launched its first few specialty stores for apparel (Reliance Trends),footwear (Reliance Footprints), jeweler (Reliance Jewels), books, music andother lifestyle products (Reliance Timeout), auto accessories and serviceformat (Reliance AutoZone) and also an initiative in the health and wellnessbusiness through Reliance Wellness. In each of these store formats, RRL isoffering a unique set of products and services at a value price point that hasnot been available so far to the Indian consumer. Overall, RRL is wellpositioned to rapidly expand its existing network of 590 stores which operatein 57 cities.

During the year, RRL also focused on building strong relationships in the agri-business value chain and has commenced marketing fruits, vegetables andstaples that the company sources directly to wholesalers and institutionalcustomers. RRL provides its customers with high quality produce that hasbetter shelf life and more consistent quality than was available earlier. RRLhas made significant progress in establishing state-of-the-art staplesprocessing centers and expects to make them operational by May 2008.

Through the year, RRL also expanded its supply chain infrastructure. TheCompany is fully geared to meet the requirements of its rapidly growing storenetwork in an efficient manner.Recognizing that strategic alliances are going to be a key driver to its retailbusiness, in FY 2007-08, RRL established key joint ventures with internationalpartners in apparel, optical and office products businesses.

Reliance is gearing up to revolutionize the retailing industry in India. Towardsthis end, Reliance is aggressively working on introducing a pan-India networkof retail outlets in multiple formats.

A world class shopping environment, state of art technology, a seamlesssupply chain infrastructure, a host of unique value-added services and aboveall, unmatched customer experience, is what this initiative is all about.

The retail initiative of Reliance is without a parallel in size and spread andmakes India proud. Ensuring better returns to Indian farmers andmanufacturers and greater value for the Indian consumer, both in quality andquantity, is an integral feature of the Reliance Retail Limited. By creatingvalue at all levels, it actively endeavors to contribute to India's growth.

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Through multiple formats and a wide range of categories, Reliance is aimingto touch almost every Indian customer and supplier.

Reliance Retail has announced plans to set up one store for every 3,000families within a radius of 2 km across all locations by 2011. The company iscompeting directly with the large number of traditional local provision stores.Reliance Retail is either going to set up new stores in the identified areas ortake over existing stores. The company has already done that in Mumbai andother cities. Of the four million sq ft of retail space to be created under theReliance Fresh brand (for groceries), one million will be throughacquisitions. The retailer is also moving into laundry, personal care andapparel product lines, in which it plans to launch private labels.

To strengthen its links with farmers, the company is setting up integratedagri-retail business centers, which include three processing and distributioncenters, 51 retail outlets for farmers and 75 rural business hubs, all with aninvestment of US$445 million. Reliance Retail would build a business thatwould focus on competitive offerings to Indian consumers across severalverticals: Integrated food and grocery, items of daily household consumption,apparels and footwear, electronic goods, lifestyle products and services, homeessentials and improvements, farm implements and inputs, distribution ofenergy products and services, distribution of travel and financial services,entertainment and leisure experiences, health and well-being products andservices and educational products and services. It would develop partnershipsto bring the best of luxury brands from all over the world to India and it wouldalso develop linkages with opportunities in agriculture and food processing.The company would have a pan-India footprint covering 1,500 cities and

towns and embracing all strata of the society.Presently Reliance Retail Limited has 706 stores across 13 states.

RELIANCE MART

Reliance mart hyper mart

Type-hypermarket

Founded-30 October 2006

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Headquarters-Mumbai, India

Key people-MrMukesh Ambani, CEO

Industry-Retail

Punch line-Growth Through Value Creation

Website-www.ril.com

Reliance Mart is the retail chain division of Reliance Industries of India whichis headed by Mukesh Ambani. Reliance has entered into this segment byopening new retail stores at Hyderabad on 3 November 2006. The RelianceMart Hypermarket chain is RILs Rs 25,000 crore venture and it plans to addmore stores across different region by year 2011. Reliance plans to invest Rs25000 crores in the next 4 years in their retail division and plans to beginretail stores in 784 cities across the country. Reliance has entered into thissegment by opening new retail stores into almost every metropolitan andregional area of India. The Hyper marts will sell fresh fruits and vegetables,staples, groceries, fresh juice bars dairy products,apparel,CDITproducts,Footwears,lifestyle products and also will sport a separate enclosureand supply-chain for non-vegetarian products. Also Besides, the stores wouldprovide direct employment to 5 lakh young Indians and indirect jobopportunities to a million people, according to the company. The companyalso has plans to train students and housewives in customer care and qualityservices for part-time jobs.

Products

The stores, product selection and the prices have been designedkeeping the average Indian housewife in mind.

The super marts sell fresh fruits and vegetables, staples, groceries,fresh juice bars and dairy products and also will sport a separateenclosure and supply-chain for non-vegetarian products.

RELIANCE RETAIL EASTERN ZONE

Eastern Zone comprises of three state :-

Jharkhand

Orrissa

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West Bengal

Jharkhand

Orrissa

West Bengal

Fresh 21Fresh 14

Fresh - 11

Hyper 1

JHARKHAND

Dhanbad

Jamsedpur

Ranchi

Fresh -7

Fresh 5

Fresh - 8

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Hyper 1

Total No of store in Jharkhand - 23

Operation started in Ranchi 19th March 2007

Hyper Mart

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Kanke Road Ranchi

RELIANCE MART, KANKE ROAD

RANCHI

Reliance Hyper Mart (Maru Tower)

Founded: - 8 August 2007Code: - 6048

Area: - 33333 sq foot.

Carpet Trading: - 26120 sq foot

No. of SKU: - 14000

It consists of 14000 SKU of following categories

1. Staples

2. Processed Food

3. Hard-line

4. Homecare

5. Baby care

6. Beverages & Confectionaries

7. Dairy

8. Non Food

9. Apparel

10. lifestyle

11. electronics

12. footwear

13. stationary

14. Home dcor

RESEARCH OBJECTIVES

1. To study the expectation level of customer from Reliance Mart.

2. To study the problem faced by Customer.

3. To study the role of promotional offer/scheme in customer satisfaction.

4. To study the service quality offered by Reliance Mart in term ofReliability, Assurance, Tangibility, Empathy, Responsiveness.

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6. To study the consumer preference of particular retail shop.

7. To increase the footfall in Reliance Mart through promotional program.

ANALYSIS

1. Customers visit to Reliance Mart.

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C usto m e rs v is it to R e lia nc

10

3739

6% 8 % Dai ly

W eek ly

Monthly

A lte rna te D

O c c as iona

It is clear from the graph that only 10% of the respondent are the daily

customer of Reliance Mart, 8% respondent are weekly visitor and only 6% of

respondent are alternate day customer. But the major 39% of the respondent

are monthly shopper means these customer makes bulk purchase and if they

have some small requirement then they purchase it from shops near by their

house hence some special offer/discount should be given to these customer to

lure them. 37% of the respondents are occasionally visitor as per their

requirement for this 37% respondent it is very necessary to generate their

need to make them aware regarding new product.

2. Customer expectation from Reliance Mart.

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Customers expectation fr

Reliance Mart

19%

40%

33%

8%

All of the time

Most of the time

some of the time

Just now and the

Only 19% of the respondents say Reliance Mart meets their expectation All

of the time.

Major 40% of the respondents say that Reliance Mart meets their expectation

Most of the time

It is 33% of the total respondents who say that Reliance Mart meets their

expectation Some of time. It shows that some where or other they are

dissatisfied.

Just 8% of the respondents say that Reliance Mart meets their expectation

only just now and then.

Hence to bring most of the customer in the bracket of all of the time company

has to meet the expectation of customer. Company has to sort out the

problem of customer if any. Company has to take care of its supply chain,

quality, employee behaviour.

3. Customer attraction towards Reliance Mart from its competitor.

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12%

18%

19%15%

7%

23%

6% Price

Product assortment

Product quality

Promotional offer

Employee behaviour

All of the above

Any other (Location)

12% of the respondent says that price attract them more to Reliance Martthen its competitors.

18% of the respondent says that they are attracted toward because ofProduct assortment means they are satisfied with the product assortment

19% of the respondent says that product quality of the Reliance mart is best.They are satisfied with the product quality.15% of the respondent says Promotional offers/scheme attract them toReliance Mart.

Only 7% of respondent are attracted to Reliance Mart because of Employeebehavior. (It shows that Employee behavior should be monitored becauseonly 7% of respondent attract toward Reliance Mart because of Employeebehavior, so employee should be motivated in correct direction so that their

behavior toward customer would improve as it leads to customer satisfactionand customer satisfaction leads to increase in over all sale of Mart)

The major 23% of respondent says that they are attracted to Reliance Martbecause of all the factors like Price, Product Assortment, Product quality,Promotional offer, Employee Behavior.

6% of the respondent says that they come to Reliance Mart because ofLocation. Point to be noted that only 6% of the respondent come to RelianceMart because of location. (Location plays major role in increase of sales)

4. Whether Customer Service Desk Co-operative.

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90%

10%

Yes

No

90% of the respondent says that they are satisfied with the customer service

Desk.

It is only 10% of the respondent says that they dont find customer service

desk co-operative, means there is some loophole here, is some Gap. This Gap

should be filled as early as it possible so that 10% No would also be

converted into Yes. Other wise this Gap would widen and 10% would convert

into 20% or 30% or 40% etc.

5. Satisfaction related to billing process?

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81%

19%

Yes

No

Major 81% of the respondents are satisfied with the billing process of RelianceMart.

But 19% of the respondents are dissatisfied with the billing process becauseof the long queue, longer waiting time. Hence for this 19%, new billingcounter should be installed.

Actually most of the department has its own Till but all are remain closed. It isfound that there is no requirement of cashier here as senior CSA are wellversed in the operation of billing counter. Hence these people can also operatetill which would result convenience to customer as they would not have towait for longer duration and hence it would save time and money also, bothfor customer and company.

6. Satisfaction with the ambience of store.

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63%

33%

4% Very Satisfied

-----5

Some what satisfied

-----4

Neither satisfied nor

Dissatisfied ---3

63% of the total respondents are very satisfied with the ambience of store.

On the Likert scale the rating is 5 out of 5

33% of the total respondents are some what satisfied with the ambience ofstore. On the Likert scale the rating is 4 out of 5.

Only 4 % of the respondents rates 3 out of 5 that is neither satisfied nor

dissatisfied.

Not even a single respondent rated 1 or 2 out of 5 that is some what

dissatisfied or very dissatisfied. Hence research shows that the satisfaction

level regarding the ambience of store is very high and it should be

maintained.

VerySatisfied

Somewhatsatisfied

Neithersatisfiednordissatisfied

Some whatdissatisfied

Verydissatisfied

5 4 3 2 1

63% of Respondent

33% of Respondent

4% of Respondent

0% of Respondent

0% of respondent

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7.Effect of CSA in purchase.

0%

10%

20%

30%

40%

50%

60%

% of

Responden

t

Series1 53% 23% 17% 5% 2%

Very

oftenOften

Someti

mesRarely Never

53% of the total respondents say that CSA very often assist them duringpurchase.

23% of the respondents say that CSA often assist them during purchase.

17% of the respondents say that CSA sometimes assist them duringpurchase.

5% of the respondents say that CSA rarely assist them during purchase.

Only 2% of the respondents say that CSA never assist them during purchase.

There is need to take care of 23% and 17% of customer, means CSAs have to

come upto the expectation of these 23% and 17% of customer.

8. Attractiveness of promotions.

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19%

49%

20%

8% 4%Very attractive

Fairly attractive

Neutral

Not so attractive

Not at all

attractive

19% of the total respondents view promotions Very attractive. On Likert scaleit is 5 out of 549 % of respondents view promotions Fairly attractive. On Likert scale it is 4out of 5.20% of Respondent view promotions Neutral . On Likert scale it is 3 out of 5.

8% of respondents find promotions not so attractive. On Likert scale it is 2out of 5.4% of total respondents find promotions not at all attractive, that is on likertscale it is 1 out of 5.

Primary work of promotion is to attract more and more customer. If it is noteffective to attract customer then there is no use of such promotion.Promotion offer should be made keeping in view, mind of customer. Whatactually customer desire, need.

Veryattractive

Fairlyattractive

Neutral Not soattractive

Not at allattractive

5 4 3 2 1

19% of Respondent

49% of Respondent

20% of Respondent

8% of Respondent

4% of respondent

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9. Satisfaction regarding gift voucher redemption .

Satisfaction regarding gift vouche

redemption

27%

44%

14%

7%8%

Very satisfied

Some what

satisfiedNeither satisfied

no dissatisfiedSome what

dissatisfiedVery dissatisfie

It is very clear that only 27% of the respondent are very satisfied with the giftredemption process and rated 5 out of 5. More is needed to be done to bringother in the bracket of very satisfied.

44% of the respondents say that they are some what satisfied with the giftredemption process and rated 4 out of 5

14% of the respondents are in the category of neither satisfied not dissatisfiedand rated 3 out of 5.

7% of the respondents are in the bracket of some what dissatisfied and rated2 out of 5.

8% of the total respondents are very dissatisfied and rated 1 out of 5.

Verysatisfied

Some whatsatisfied

Neithersatisfiednordissatisfied

Some whatdissatisfied

Verydissatisfied

5 4 3 2 1

27% of

Respondent

44% of

Respondent

14% of

Respondent

7% of

Respondent

8% of

respondent

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10. Pricing of product in Reliance Mart.

4% 6%

31%

25%

34%1

2

3

4

5

34% 25% 31% 6% 4%

Yes

N0

5 43

2

1

It is clear from the graph that 34% of the respondents rated 5 out of 5 to the

price of product in Reliance Mart. As they think that there is minimal price

here.

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25% of the respondents rated 4 out of 5 as they are not very satisfied but

some what satisfied with the price of product in Reliance Mart.

31% of the respondents rated 3 out of 5 as it seems they are neither satisfied

nor dissatisfied with the price of product in Reliance Mart.

6% of the respondent rated 2 out of 5. Hence we can say that they are some

what dissatisfied with the price of product in Reliance Mart.

4% of the respondent rated 1 out of 5. so we can conclude they are very

dissatisfied with the price of product of Reliance Mart.

Price plays crucial role to draw customer more and more and to come upto

the satisfaction level of customer . As Reliance Mart has also its won Reliance

Retail price hence those product which is sold on RRP should be taken care

off. RRP should be as minimum as it possible. So that this benefit should be

passed on to customer.

11. Availability of product.

12%

13%

29%

22%

24%1

2

3

4

5

Rating of % of respondent on scale.

24% 22% 29% 13% 12%

Available Not available5 4 3 2 1

24% of the total respondent rated 5 out of 5 regarding availability of product

means they are satisfied with the supply chain and distribution process.

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22% of the total respondent rated 4 out of 5 regarding availability of products

in Mart means they are some what satisfied with the availability of product.


means their response is neutral regarding the availability of product in

Reliance Mart.


means they are some what dissatisfied the distribution system of Reliance

Mart.

12% of the customer rated 1 out of 5 hence we can conclude that they are

very dissatisfied with the supply of the product in

Reliance Mart

12. Worthiness of holding Reliance One membership card

60%

40%

0%

10%

20%

30%

40%

50%

60%

Respondent

in %

Yes No

60% of the total respondents view that it worth holding Reliance One

membership card.

They have specified that they get point and on the accumulation of point the

redeem it and make some purchase.

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Some of the Respondents view that because of Reliance One member ship

card they can know their purchase amount till date. (Total purchase from

Reliance Mart)

40% of the respondents say that it doesnt worth holding Reliance One

member ship card.

They have specified that the point that they get is very few like by purchase

of 100 Rs. they get 1 point which is equal to .70 Rs. Or 70 paise. So they

think there is no benefit holding Reliance One membership card.

13. Rate to the Reliance Mart for its Service quality in terms ofRATER.

(RELIABILITY,ASSURANCE,TANGIBILITY,EMPATHY,RESPONSIVENESS)

i) RELIABILITY (Accuracy of billing, Meeting promised delivery date)

RELIABILITY

17%

34%35%

11% 3% Excellent

V. Good

Good

Fair

Poor

Excellent V. Good Good FairPoor.

5 4 3 2 1

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17% 34% 35% 11% 3%of of of of of

Respondent Respondent Respondent Respondent Respondent

17% of the respondent rated 5 out of 5 to Reliance Mart for it service qualityin terms of Reliability

34% of the respondent rated 4 out of 5 to Reliance Mart for it service qualityin terms of Reliability.



Only 3% of the respondent rated 1 out of 5 to Reliance Mart for it servicequality in terms of Reliability.

ii) ASSURANCE (Guarantee and Warrantees return policy)

ASSURANCE

15%

22%

36%

16%

11%Excellent

V. Good

Good

Fair

Poor


5 4 3 2 1

15% 22% 36% 16% 11%of of of of of


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15% of the total respondent rated 5 out of 5 that is Excellent to the servicequality of Reliance Mart in terms of Assurance.

22% of the total respondent rated 4 out of 5 that is V. Good to the servicequality of Reliance Mart in terms of Assurance.

36% of the total respondent rated 3 out of 5 that is Good to the servicequality of Reliance Mart in terms of Assurance.

16% of the total respondent rated 2 out of 5 that is fair to the service qualityof Reliance Mart in terms of Assurance.

11% of the total respondent rated 1 out of 5 that is poor to the service qualityof Reliance Mart in terms of Assurance.

It shows that 11% of the respondent are dissatisfied with the service of

Reliance Mart in terms of Guarantee and Warrantees return policy. Measurestep is needed to be taken and Guarantee and Warrantees return policyshould be revised once again as customer view that it has long procedure. Theprocess of return policy should be minimized.

C) TANGIBILITY (Appearance of store, etc)

TANGIBILITY

27%

32%

35%

5% 1% Excellent

V. Good

Good

Fair

Poor


5 4 3 2 1

27% 32% 35% 5% 1%of of of of of

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Respondent Respondents Respondents Respondents Respondents

It is very obvious that major percentage of the respondents are satisfied withthe service quality of reliance mart in terms of tangibility.

We can see it through Rating .

27% of the respondents rated 5 out of 5 to Reliance Mart for its servicequality in terms of tangibility. (Excellent)

32% of the respondents rated 4 out of 5 to Reliance Mart for its servicequality in terms of tangibility. (V. Good)

35% of the respondents rated 3 out of 5 to Reliance Mart for its servicequality in terms of tangibility. (Good)

5% of the respondents rated 2 out of 5 to Reliance Mart for its service quality

in terms of tangibility. (Fair)

1% of the respondents rated 1 out of 5 to Reliance Mart for its service qualityin terms of tangibility. (Poor)

iv) EMPATHY (Personalized service, Receipt of Notes, Email, Recognitionby name.)

EMPATHY

V. Good

25%Good

30%

Fair

16%

Poor

11%Excellent

18% Excellent

V. Good

Good

Fair

Poor


5 4 3 2 1

18% 25% 30% 16% 11%of of of of of

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In terms of Empathy respondents have mixture view. Like

18% of the respondents view empathy excellent and rated 5 out of 5

25% of the respondents view empathy V. Good and rated 4 out of 5

30% of the respondents view empathy Good and rated 3 out of 5.

16% of the respondents view empathy fair and rated 2 out of 5.

11% of the respondents view empathy poor and rated 1 out of 5.

V) RESPONSIVENESS (Returning call, Giving prompt services etc)

RESPONSIVENESS

21%15%

29%

14%21%

0%

10%

20%

30%

40%

Excelle

nt

V.Goo

d

Goo

dFa

irPo

orRESPONDENTIN

PERCENTAGE

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Excellent V. Good Good Fair Poor.5 4 3 2 1

21% 15% 29% 14% 21%of of of of of


For Responsiveness, respondents have mixed feeling.

21% of the respondents rated 5 out of 5 to Responsiveness of Reliance Martthat is also rated as Excellent.

15% of the respondents rated 4 out of 5 to Responsiveness of Reliance Martthat is also rated as V. Good

29 % of the respondents rated 3 out of 5 to Responsiveness of Reliance Martthat is also rated as Good.

14% of the respondents rated 2 out of 5 to Responsiveness of Reliance Martthat is also rated as Fair.

21% of the respondents rated 1 out of 5 to Responsiveness of Reliance Martthat is also rated as Poor.

14) CUSTOMER PREFERENCE.

CUSTOMER PREFERENCE

72%

23%

4%

1%Reliance Mart

Big Bazar

Vishal Megha

MartOthers

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72% of the respondent like Reliance Mart, 23% of the respondent like BigBazar, only 4% of the respondent like Vishal Megha Mart and only 1% of therespondents like Other retailers.

We can see that even in the catchment are of Reliance Mart 23% of therespondent like Big Bazar. It means Reliance Mart is still not able to reachfully even in its own catchment area. Care is needed to be taken as Big Bazar

is penetrating even in the catchment area of Reliance Mart.

A better strategy to satisfy customer is only the way to gain customerattention and to penetrate more in own catchment area.Strategy must be in all area like Promotional offer/Scheme, ProductPricing, Employee behaviour, Billing process, Product Assortment,

Product Quality, Service quality in terms of RATER etc.

If proper steps is not being taken then Big Bazar would penetrate more in thecatchment area of Reliance Mart and can convert the customer of Reliance

Mart into its own customer and at the end of the day it can increase itsmarket share

15) Role of word of mouth

92%

8%

0%

50%

100%

Series1 92% 8%

Yes No

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Major 92% of the respondent like to recommend Reliance Mart to other forshopping. It is a good sign despite of only 72% of the market share it its owncatchment area.

8% of the respondent dont prefer to recommend other to shop at RelianceMart. But one should not ignore this negative 8%, as one dissatisfied

customer communicates negatively to 13 people on an average regarding hisdissatisfaction. It can lead to lost of customer confidence and ultimately lostof market share which lead to decrease in sale.

RESPONDENTS INCOME (MONTHLY)

6%11%

14%

13%

18%

14%

24%5-10 Thousand

10-15 Thousand

15-20 Thousand

20-25 Thousand

25-30 Thousand

30-40 Thousand

40 Thousand Onward

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It is obvious from the graph the major 24% of the Respondents have monthlyincome more than 40,000

18% of the respondents are in the bracket of 25,000 to 30,000 monthlyincome while 14% of the respondents are in the bracket of 30,000 to 40,000monthly income.

13% of the respondents are earning 25,000 to 30,000 monthly.

14% of the respondents are in the bracket of 15,000 to 20,000 monthlyincome.

11% of the total respondents are in the bracket of 10,000 to 15,000 monthly.

Only 6% of the total respondents have monthly income between 5,000 to10,000

RESPONDENTS AGE GROUP

15%

36%

25%

13%

6% 5%15-25 year

25-35 year

35-45 year

45-55 year

55-65 year

65-75 year

It is very clear from the graph that 15% of the respondents fall in the agegroup of 15-25 year.

36% of the respondents fall in the age group of 25-35 year.

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Only 6% of the respondents fall in the age group of 55-65 year and 5% of therespondents fall in the age group of 65-75 year.

RESPONDENTS OCCUPATION

36%

15%25%

15%

2%

7%

Service

Business

Housewife

studentProfessional

Retired

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Major 36% of the respondents are doing Service having one day leave in aweek. It means there must be increase in footfall on that day. So there shouldbe some thing special for them during that day.

15% of the respondents are businessman.

25% of the respondents are housewife so strategy must be made to attract

this segment.

15% are student.

2% are professional

7% are retired people.

FINDINGS

a) It is found that major 39% of the respondents are monthly shopper and37% of the respondents are occasionally visitor as per their requirement.The average footfall is 1418 customer. Out of which the conversion rate is49%.

b) It is found that Reliance Mart is not able to come up to the expectation levelof major percentage of the respondents fully.Hence it can be said that concrete measure should be taken by the companyto come up to the customer expectation.

c) It is found that major percentage of the respondents are attracted to theReliance Mart because of all the factors like Price, Product Assortment,Product quality, Promotional offer, Employee Behavior.And remaining have different point of attraction. Like some attracted becauseof price, some because of product assortment, some because of productquality, some because of promotional offer/scheme, some because ofemployee behaviour etc.Only 6% of the total respondent are attracted because of Location ofReliance Mart.

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d) Customer Service Desk plays vital role in retail. It is found that majorpercentage of the respondent are satisfied with the CSD.

e) Most of the respondents are satisfied with the billing process but some ofhave grievance that some time when there is long queue some time there isno attendant on one or two POS (Billing counter).

f) Major percentage of respondents are satisfied with the ambience of store.

g) It is found that major percentage of respondents view that CSAhelp them during purchase.

h) Promotions are attractive but not so in comparison with others like Big Bazarsome thing more is needed to be done regarding promotions

i) Major percentage of the respondents are in the bracket of some whatsatisfied related to gift redemption process as the process is time taking.

j) Regarding price different respondents have different feeling butmajor percentage of respondents feel that price is nominal here.

k) Some of the customer view that they do not findeach and every Product available but major percentage of the respondentssay what ever product they require it is available in Reliance Mart.Regarding F&V it is found that the distribution takes time as the van carryingF&V always come late between 10 am to 11 am. Hence supply of F&V shouldbe on time as early in the morning as it possible.

l) More than half of the total percentage of the respondent view that there isbenefit of holding Reliance One membership card But remaining things ithas no benefit.

m) Service quality in terms of RATERRegarding Reliability major percentage of the respondent are satisfied.Regarding Assurance most of the respondents are satisfied

Regarding Tangibility also most of the respondents are satisfiedRegarding Empathy it seems most of the respondents are satisfied.Or neutral

Regarding Responsiveness there is different feeling in respondentslike some of view that it is good while some of view that it is not up to the

mark

n) It is found that Reliance Mart has 72% share in its catchment area.o) Major 92% of the respondent like to recommend Reliance Mart to other for

shopping.8% of the respondents dont prefer to recommend other to shop at

Reliance Mart. But one should not ignore this negative 8%, as onedissatisfied customer communicates negatively to 13 people on an average

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regarding his dissatisfaction. It can lead to lost of customer confidence andultimately lost of market share which lead to decrease in sale.

p) Major 36% and 25% of the respondents fall in the age group of 25- 35year and 35-45year simultaneously so strategy should be made keeping inmind the age group also to increase sale. There should be somethingspecial to attract this age if sale is to be increase.

q) Major 36% of the respondents are doing Service having one day leave in aweek. It means there must be increase in footfall on that day. So there shouldbe some thing special for them during that day. 25% of the respondentsare housewife so strategy must be made to attract this segment.

r) The sale of Reliance Mart increased due to promotional event gradually.

RECOMMENDATIONS

To come up to the satisfaction level of customer it is very necessary toconsider the points written below.

There should be customer Feedback box in the name of Customer

Complain box. It must be accessible only to H.R. One person shouldbe deputed to handle it daily. By doing this customer grievances can bemonitored closely. (One of the most efficient way to achieve customersatisfaction). If it is done more than 50% of the problem is solved. CSDshould aware customer regarding Customer complain box.

Some of the CSA behavior is very rude. These CSA should be monitoredclosely and should be trained properly as they foment dissatisfaction

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among customers which can cause decrease in sale. It can also play therole of negative word of mouth.

F&V supply always delay by 1.30 hr to 2hr in the morning during peakhour of sale. F&V must reach to the store floor before 9 am. Hencedistribution of F&V is needed to be improved or monitored.

Luggage section is suffering from similar product design, especially inSamsonite (American Tourister). Something is needed to be done tobring different design of Samsonite on the floor. AS customer alwaysenquire of different design of Samsonite.

Some time it is found that there is long queue so cashier must presenton all the Till (POS) during peak hour of sale. Cashier handling speedis needed to be monitored.

On most of the Jacket the word Hot Offer is written it appears

monotonous. Hence instead of it different word should be written havingsimilar meaning to attract customer.

It is observed that whenever there is promotional advertisement givenby Reliance Mart in news paper Sale has increased. For example on31st of May there was sale of Rs. 11 lac. So promotional advertisementmust publish in news paper and advertisement must be telecast on localT.V channel and Radio twice in a month to increase sale.

Most of the promotional offer confused customer. It also causedissatisfaction. Communication of promotional offer must be clear tocustomer. Regular announcement of promotional offer from CSD isneeded. As it is found that CSD has lackluster approach. It announcesbut announcement is not frequent.

CDIT department has high value item but it is not clearly visible fromthe apparel section because of Home decor Gandolas.Hence Home decorsection must be arranged in such a manner so that it should be visiblefrom apparel section as the escalator attached to the first floor is in

apparel side. Even the customers who stand near by home decor find itdifficult to locate CDIT section.

Watches and Cosmetics should be in one side and should not surroundby apparel especially in case of Cosmetics then only its sale wouldincrease. There is no proper arrangement to display the cosmetics tocustomer. There should be some furniture so that sales girl can showCosmetics to customer comfortably and customer can feel easy to

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purchase it. Then only customer can satisfy and sale of Cosmetics canincrease.

Reliance Mart should give those offers which can facilitate more moneysaving as the customers are price sensitive.

Reliance Mart should give credit facility at least to their loyal customeras it is also the reason behind customer dissatisfaction because theyalways get credit facility from local Kirana store.

Reliance Mart should also use Hording for advertisement.

A better strategy to satisfy customer is only the way to gain customerattention and to penetrate more in its own catchment area.Strategymust be in all area like Promotional offer/Scheme, Product Pricing,Employee behaviour, Billing process, Product Assortment,


CONSLUSIONS

This study has tried to address the need for customer satisfaction in Reliancemart. From the foregoing analysis and finding it is evident that customershave much more expectation from Reliance mart

Reliance Mart is not able to come up to the expectation level of its customerfully.

Promotional offers are mostly confusing.

In terms of RATER Reliance Mart service is satisfactory.

Supply chain must be more efficient, especially in case of Food & Vegetable.

Respondents suggested that there should be proper communication regardingpromotional offer. That must be easy to understand.

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A better strategy to satisfy customer is only the way to gain customerattention and to penetrate more in own catchment area.Strategy must be in all area like Promotional offer/Scheme, ProductPricing, Employee behaviour, Billing process, Product Assortment,


Customer data base present on page no. 43 to 51 can be use for telecalling,

massaging to communicate promotional offers/scheme.

The result of promotional program is that the sale of Reliance Mart graduallyincreased and on the 31stMay 2009 the Total sale was 11 lac.

Last but not least Ranchi is not as much developed as metros so thinking andattitude of customers is conservative. So the concept of retail that is Touchand Feel the product would take time to be properly applied. As somesegment of the customer of Ranchi hesitate to enter into the retail store. Once

the conservative thought would abolished definitely the Retail will grow withleap and bound, Ultimately it would benefit Reliance Hyper Mart.

LIMITATIONS OF THE STUDYEvery project has its limitations. This project is no longer exception. I hadfaced a number of problems during the project work.

Followings are the limitations of the study:-

Time constraint. Because of the restricted time available for the completion ofthis project I felt restricted in covering more areas for the project.

The scorching summer in Jharkhand made it difficult to cover the areas of the

survey.

Some of the people were not well educated, so I faced problem ininterviewing them.

Some people had not time to answer the question.

Some time respondents are biased.

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Some of the fact may be left because of lengthiness of questionnaire aspeople dont want to give answer to lengthy questionnaire.

SIP WEEK WISE1st Week

During 1st week I visited all the department of the store to understand theworking of store and to acquaint with the department and with DM, ADM, andCSA. As retail gives opportunity to deal directly with the end-user and tounderstand the need of end-user. So during the 1st week I acquainted my selfwith the nitty-gritty of retail

2nd Week

This week was one of the best week of my SIP. This week was fully devoted topromotion(CUSTOMER CONNECT ACTIVITY). During this week Reliance Martarranged RAINBOW FEST i.e. KIDS CARNIVAL(CUSTOMER CONNECTACTIVITY) to increase the footfall of the stores of Ranchi, especially inReliance Mart (Kanke Road Ranchi).Many programs were organized during this RAINBOW FEST for kids whichincluded CRAZZY COLORS , QUIZ CRUSH, , JOHNSONS HEALTHY BABYSSHOW, JALWA(CATWALK) ,JHOOM BARABAR JHOOM(DANCECOMPETITION) at Reliance Mart Kanke Road.

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I was responsible to organize JHUM BARABAR JHUM(DANCECOMPETITION).

The main objective was to increase the footfall which ultimately

increase the sales of the store.

I also Hosted the Semifinal of Kids Carnival and Co-Hosted the grand finale

with the (customer service manager) Miss Upasana.

Carnival resulted a huge success and a very good response from the customerwas found. Ultimately this FEST gave me a good exposure of working of

Corporate World.I interacted with lots of people which helped me to understand the buyingbehavior of the consumer practically.

3rd Week

By the beginning of 3rd week I started the research work on the assigned topicCustomer satisfaction and delight. I used to spend 4 hour in Mart and 6 to 7hour in the catchment area of Reliance mart. During this period I also learntthe Benchmarking process

During this week of my SIP I was told to do the sales work .For this purposeMr. Anuj Sinha (Assistant Marketing Manager) Reliance Mart, kanke Road,Ranchi guided me personally and taught me various aspect of sales, alongwith sales I also learned Store Operations of Reliance Mart. I learnt how thestock is transferred from DC to the store and how the Stock Transfer Note ischecked in the store and on that basis of that Goods Received Note isprepared and then it is entered into SAP.

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This week I also learnt that the main principal of retail is customer shouldtouch and feel the product then only customer would emotionally envolve inpurchase process, and once the customer emotionally attach in purchase thesale increases. As the average ticket size of the mart is 450 maximumconversion is very necessary as present conversion rate is 49%

I also learned that three things are very essential in retail that is:-

a) Store look

b) Communication

c) Customer Service

I also learnt that product visualization plays a major role in product sales.

The stock transfer from DC to the store is also very important, I learnt howthe stock is unloaded in the store, a Stock Transfer Note is send by DC to

make sure that all the stock is rightly send to the store then after that wecheck the stock by counting each SKU so that we can make sure that there isno difference between product physically and in the Stock Transfer Note. Afterthat GRN is prepared and it is entered into SAP so that DC could know thatthe how much stock is present in the store.

Reliance uses two kind of stock delivery in the store

1) Through DC which is mentioned above.

2) Through DSD (direct store delivery) basically the products such as Icecreams, Breads, Cold drinks are purchase directly through vendors and forthat DSD is done , for that PO (purchase order) is prepared and then it issend to vendor on that basis vendor send the product directly to the store anda GRN is also prepared for DSD and then it is entered into the SAP.

Another very important aspect of retailing which I learnt this week was PI(Physical Inventory), PI is the difference between the Book Stock and the

Physical Stock of the store, the objective behind PI is System stock Physicalaccuracy, Accurate Replenishment, Shrinkage reporting and control.

4th Week

During this week I learned a very important aspect of organized retail that isthe backbone of visual merchandise i.e. PLANOGRAM. It means Plan yourprogram . A planogram is the systematic way of arranging the differentproduct category in the bays of the store, on the basis of Plano Gram the

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product are arranged in the store, and on that basis the stock is alsomaintained in the store. Plano Gram consist of :-

Category: - The Category is the basic unit of analysis of makingmerchandising decisions. In general category is the assortment of items thatthe customer sees as reasonable substitutes for each other. In Reliance Martthere different category such as Staples, Processed Food, Non- Food, Dairy

etc. in the food section.

Bay: - Bay consists of different fixtures which are used in the store to keepthe products. The different kinds of fixtures which are used in Reliance martsare

1 Wall Rack

2 Floor Rack

3 Hyper

4 Promo Bin

5 Top Pallets

6 Peg Wall

Article No. : - Article Number is the internal numbering code of Relianceretail which is used to recognize the product on the basis of number as thesoftware can easily recognize the article no. and it remains constant whereasEAN always varies due to offer for eg. If the a product is having a offer and

there is both old and new stock is available in the store then on the basis ofArticle no EAN is changed on that product in which offer has been promoted.

Bar Code (EAN):- The machine-readable representation of the UPC Barcodes is read by a scanner that passes over the code and registers the UPC.The width of each black line and the subsequent white space between eachline coincides with the numbers of the UPC.

SAMPLES OF BAR CODES

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UPC (pronounced as separate letters) Short for Universal Product Code, aunique 12-digit number assigned to retail merchandise that identifies both theproduct and the vendor that sells the product. The UPC on a producttypically appears adjacent to its Bar code, the machine-readablerepresentation of the UPC. The first six digits of the UPC are the vendorsunique identification number. All of the products that one vendor sells willhave the same first six digits in their system. The next five digits are theproducts unique reference number that identifies the product within any onevendors line of products. The last number is called the check digitthat is used

to verify that the UPC for that specific product is correct.

There are now five versions of UPC (A E) and two versions of EAN(European Article numbers; version 8 - 13). The Japanese Article Numbering(JAN) code has a single version identical to one of the EAN versions with theflag characters set to ``49''. UPC and EAN symbols are fixed in length, canonly encode numbers, and are continuous symbolize using four elementwidths.

Stacking:- Stacking is the arrangement of product one upon another so thatthe same merchandise could be arranged according to demand.

Facing:- Facing is the face of the merchandise which is to be looked by thecustomer while shopping on the basis of the product size and amount facing isdecided.

Depth:- Depth is the amount of particular merchandise is to be kept in theshelf on the basis of the size of the merchandise depth is decided.

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MBO:- MBQ is the total number of particular merchandise which is to be kepton the shelf.

Sample of Plano gram

5th Week :- This week was devoted to understand the each and everyactivity of Store Operation which is performed on daily, weekly & monthlybasis respectively. Mr TUHIN DAS Assistant Store Manager Reliance MartKanke Road explained each and every activity thoroughly.

Daily Activity which are performed in the store are

1. Receiving stock

2. Morning Briefing

CATEGORY BAY

NO

SKU

NAME

ARTICLE NO. EAN

CODE( European

Article Number

SHELF FACING DEPTH STACKING MBQ

Processed

Food

2 Parle

Glucose

Biscuit

231 Gm

pp

490006733 8901719701009 5 1 8 2 16

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3. Job Allocation

4. Float at POS

5. Telecalling

6. DCC

7. Energy Portal(morning)

8. SEL Portal

9. Promo Check

10.Store Performance (morning)

11.Bread Intending

12.DC GRN

13.DSD GRN

14.Date Code Check

15.Update Reports

16.Store Performance ( afternoon)

17.SOP Audit Checklist

18.Customer Voice Entry19.Quality Audit

20.Dump

21.Markdown( food)

22.GRN Deposit

23.Energy Portal ( evening)

24.EOD

25.Footfall Report

Weekly Activity

1. Price Benchmarking

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2. Leafleting

3. Mark Down(Non Food)

Monthly Activity

1. Physical Inventory

2. Update Registers

3. Consumables Indenting

4. Consumables Booking

These were the activity which I did practically on daily basis for this week, andlearnt almost all the activity which is performed in the store.

Some of the important works which are done through SAP are as following

1. GRN

2. PO

3. PI

4. Commercial Activity

5. EOD

6. Store Performance

7. Store to Store Transfer

These are the some major activity which is performed through SAP else eachand every activity has to be entered in the SAP so that the work goessmoothly.

Mean while I was also conducting the research work by devoting proper timefor survey as my sample size is 150. So it took time to get it filled completely.

Last 10 Days

I Devoted my time completely on the research work and on CSD.

Another important thing which I learnt this week was the MFT operations withthe help of MSR on CSD I learnt all the work which are been performed atCustomer Service Desk. Some of works which I learnt here are as following

Enrollment for Reliance One Membership Card

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Electronic Recharge of RIM & AIRTEL

Feed Back Form

Point Redemption for Discount

Telecalling

Offers Announcement

This week I also learned billing process.

CUSTOMER DATABASE

NAME ADDRESS PHONE NO.

1. Sachin Kr. Gupta Janki Enclave, 3

rd

Floor 9934333440Kanke Road Ranchi-8

2. Hswala 28/200 CMPDI Colony 9431708641Ranchi 8

3. S.K.Mishra Lake Garden, Kanke Road, 2231366Ranchi

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4. Mrs Usha Choudry BAU Kanke 24250631

5. Ashok Kumar Dhawan Nagar, Kanke Road 9430731233Ranchi

6. Turun Kanke Road, Ranchi 2230408

7. Sarad Bannerjee 192/AC Opp. Krishi Bhawan 9334464522Kanke Road

8. A.k Mishra B4 Tirupati Aptt Kanke road 2231460Ranchi

9. Sanjay Kr. Sen Kanke Road Ranchi 9835352251

10.Neeleem ChoudharyUma Santi Flat No.-205 9308709969Kanke Road

11. Sunil Mishra Kanke Road, Dhutoli Asme 9431171597Ranchi

12. Shubhojeet NahupatnaI.I.C.M, Kanke Road 09955317404

13. Vishal D/46 CCL Colony, 9931347001Kanke Road Ranchi

14. B.D Sharma 206 Kshirsagar Aptt. 0651-2233593Kanke Road Ranchi-8

15. Dr. Rabindra Kumar Kanke Road Ranchi 9434748951

16. Indu Dubey Kanke Road Chandani Chowk 9934315432

17. Jayadish Mahato Dhawan Nagar Kanke Road 9931506441Ranchi

18. Ishrat Jahan P.H.C Kanke Ranchi 9934159177

19. Subrata Sen Kanke Road Ranchi 9234705653

20. Pranav Kr. Jaiswal B/702 CMPDI kanke Road 9835162988Ranchi

21. Punam Mewara Sri Ram Garden, Flat no. 9430352000

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2502 Kanke RoadRanchi

22. Prinay Kr. Sinha J.P. Marg Kanke Road 9334424186Ranchi

23. Subhash Chandra F 3 Sambhav Apartment, 2232930Dey Kanke Road, Ranchi

24. Ram Kishor Singh 704 Uma Shanti Kanke 9430361041Road Ranchi

25. Apurwa Nishi Misir Gonda kanke Road 9470360027Hassa Ranchi

26. Priya Ranjan 182/C Kanke Road 9905111875Kumar

27. Shambhu Mishra Reliance Communication,Maru Tower Kanke Road 9334424400Ranchi

28. Milan Kanti Roy 1D/25CMPDI Colony 2232239

29. Buahmanand Kumar Kanke Road Ranchi 9308724181Roy

30. B.S. Namdhari Flat 403 Panchwati 2233424Apartment

31. R.K Sinha CMPDI Ranchi 9431493270

32. Noor Kanke Road Ranchi 9973768484

33. Neha Kumari R.V.C Ranchi 9835942643

34. M.K Mishra Vidyapatinagar Kanke Road 0651-223248Ranchi-8

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35. Mukul Kujur Prem Nagar, Kanke Road 9334385009Ranchi

36. Vir Krishen Kaul 2D/75 CMPDI Colony 9431129383Kanke Road Ranchi

37. Durga singh Misir Gonda Kanke Road 9204146594Ranchi

38. Pankaj Pal Barla CCL Qtr. No. 1B/182 9835112726Gandhi Nagar Colony,Kanke Road Ranchi.

39. Pratima Agarwal Lake Palace, Lake Avenue 0651-3295335

A-5 Kanke Road 9234618087

40. S.C Agarwal Mission Gate Kanke Road 9470902111Ranchi

41. S.K Mishra RINDAL Kanke Ranchi 9431183939

42. Seema Singh 603BW Koyla Vihar Sanskriti 9431501745Kanke Road Ranchi.

43. Lalan Kumar 4a 4th Floor Ramsakhi 9760175701Apartment Kanke RoadRanchi.

44. A. Thakur U.M.O CMPDI (HQ), Kanke 9931347008Road Ranchi

45. Abhineet Ghai Saket Nagar Kanke Road 9835165779Ranchi.

46. Rahul Modi Kanke Road Ranchi 9709032535

47. Santosh Kr. Sinha Vidya Pati Nagar Kanke 9470145800

Road Ranchi

48. Rajeev Gupta 5C Rashmi Rath 9431323882Appartmenmt Kanke Road

49. Iqbal Ahmed Bhita Basti, Kanke Road 9973205090Ranchi

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50. J. Nelson 2D/6W CMPDI Colony 9470135852

51. Tripti Agrawal Mahananda Apartment 9934589195Kanke Road Ranchi

52. Ramesh Chandra 104, Sai Ram, Dam Site, 9431105737Thakur Road No.-2, Kanke Road

Ranchi

53. Dinesh Kabra Kanke Road Ranch 2230270

54. Prabhat Chandra 2F Sarswati Apartment 2233285Prasad Opposite Rock Garden,

Kanke Road Ranchi

55. Sarita Mewara Shree Ram Garden BBlock 9708996620Flat 6011 Kanke Road Ranchi 0651-3299329

56. V. Kapur Kanke Road Ranch-8 2233230

57. Badri Narayan B/2, B/13, Prof. Colony, 9470301575Mishra RAC, BAU Ranchi

58. Dr. Seema Prakash Behind Holiday home Bhittha 0651-2231455Kanke Road Ranchi 9431362375

59. Sunil Kumar Singh CMPDI, Godwari Place Ranchi 9431580696

60. Niraj Kumar Chandani Chowk Kanke 9431268140Road Ranchi.

61. Ranjit Kumar Singh Lake Road Ranchi 9835319526

62. Mrinal Chakrawarti 2 Vidys Patinagar Kanke 9234280742Road Ranchi 9304345191

63. Rohi Wadhwani Trishul Kanke Road 9835134214

64. Sanjay Kumar Dube Mension 3rd

Floor Line 2560189Tank Road Ranchi.

65. Basant Kumar 401 Shantiniketan Apartment 9810384725Police Line Ranchi

66. Binod Kumar Morabadi Ranchi 9334317156

67. Sumit Prakash Apartment Bariatu 9334281272

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Road Ranchi

68. Tanu Singh Kusum Vihar Morabadi 9970056038

69. Dr. R.K Singh 2K/5 Bariatu Housing Colony 0651-3255472Ranchi -9

70. Rahul Kumar Sen Morabadi, Harihar Singh 9652816306Road Ranchi

71. Rajesh Kumar B-2 Parijat Apartment, 9334511187Tagore Hill Road Morabadi

72. Dr. Raghavendra Indra kuti Patra Khatal Road 9939372619Kumar Morabadi Ranchi

73. Ansh Morabadi, T. O. P, Old 983593065

Morahabadi Ranchi

74. Sikhudar Morabadi 9835197346

75. Mr. Umesh Mehta Ratu Road 9835533169

76. Sujeet Kr. Singh Ratu Road near Chaudhary 9431968598Dhramsala Ranchi

77. Rajesh Kumar Ratu Road Ranchi 9430210765

78. A. Swaroop D-L Doordarshan colony 9431118710Ratu Road Ranchi

79. Vimla Devi T.V Tower Ratu Road Ranchi 9431593738

80. Rohit Lakra Kumhar Toli, Road No.-2 9934308277Purulia Road House No.-10Daywanti Ranchi

81. Anupam Kr. Jha Flat No. FR-8 Asha Jagat 933477778

Jaiswal Apartment PeaceRoad Lalpur Ranchi 834001

82. Anil Kumar Mishra Lajpat Nagar N/R Lata Lajpat 9431187099Sr.Sec. School Pundag.Ranchi 12

83. Arindan sinha Flat No.-103, Madhuri 9835119380Apartment Bardwan

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Compound Lalpur Ranchi

84. Manoj Kumar QR New CD/199/Sree II 933405509Dhurwa

85. Arup Mitra Saket Vihar, Harmu Ranchi 9431101466

86. Sujit Kumar P-202, Triveni Appt, Airport 9308023370Road,Hinu Ranchi

87. Ravi Ranjan Church Road Ranchi 9905710063

88. Rahul Anand Bariatu Housing colony 9835577149

89. Syed Nasir Jamil SK/78 Bariatu Housing 9835135544Colony Ranchi -9

90. Avinash Kumar Kamla Kant Lane, Hill side 9334701456Singh Ranchi

91. Arjun Kunal Chutia Ranchi Railway 9431355749Colony

92. Vijay Kr. Verma Janki Sadan, Near Firing 9431167942Range Bariatu, Ranchi

93. Hari Om Flat 305, Hinoo, Ranchi 9006271645

94. Chandra Shekhar Dupti Dara Kutchery Chowk 9431354861Prasad Ranchi

95. Anil Kumar Harmu Housing Colony 9905534113Ranchi

96. Ravi Raj Upper Bazar Pyuda Toli 9334832012Ranchi

97. Dr. Anjana Jha 6. Heritage Garden, 9431792155Deepatoli Ranchi-9

98. Pawan Kumar Vidya Nagar Road No. 1 2223149Harmu Ranchi.

99. Mrs Sahin Resma Mani Tola Doranda Ranchi 9939585839(Rani)

100. Jaya Singh Basant Vihar, Harmu 9905545350

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Housing Colony

101. Mrs Sangita Ranibagan Ranchi 9334450223Kumar

102. Mrs Kavita Sinha 197/C, Vidyalaya Marg, 2240363Ashok Nagar Ranchi.

103. Rohit Sharma Indrapuri Ranchi 9334368528

104. Pankaj Kumar Namkum Bazar Ranchi 9431170564

105. Samita Nagesia Gandhi Nagar (Near Mont 9431575567fort School) Ranchi.

106. Goutam Sen SE-3 Devgin Apartment 9431927904Kadru Ranchi

107. Mirtunjay Kr. Samlong, Ranchi 9334971496Vidyarthi108. Sanjay Kr. Behind Ranchi College Ranchi 9334373473

Chaudary109. Dr. Nirmala Singh C/50 Rd. Ho. -1 Ashok Nagar 9431352780

Ranchi

109. Mr. T Prasad Radium Road Ranchi 9771835866

110. Sanjay Gupta Radium Road Ranchi 9835161769

111. Ashutosh Bhagat Main Road Khunti 06528220612

112. Rajiv Ranjan Behind Birsa Zoo Chakla 9431107788Prasad Ormanjhi

113. Pankaj Kumar Patratu Dist.- Ramgarh 9973841615

114. Sangita Singh Saunda Colliery 9431049155

115. Manjul Kr. Dhan Silli Ranchi 9709016715

116. Ranjit Prasad Patratu 9905755010

117. Shailendra Kumar PTPS Patratu Hazaribagh 9204875177

118. Mr. Harpal Singh Anantpur Doranda Ranchi 9835371467

119. Dr. Shankar Ashiana Apartment Block-51 9435304460Sarma

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120. Shahid Haque Near Doranda Catholic 9334904999

Church Ranchi

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GLOSSARY

ABBREVIATIONS USED

1 AN - Article Number

2 ASM - Assistant Store Manager

3 CSA - Customer Service Associate

4 CSD - Customer Service Desk

5 DCC- Daily Count Correction

6 EAN - European Article Number

7 EOD - End Of Day

8 FDI- Foreign Direct Investment

9 GRN - Goods Received Note

10 ILO - Integrated Lights Out

11 JPC- Japanese Product Code

12 MFT - Membership Finance Traveling

13 MSR - Membership Service Representative

14 PI - Physical Inventory

15 PO - Purchase Order

16 POD- Point of Display

17 POG- Plano gram

18 POS - Point Of Sales

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19 RIL- Reliance Industries Ltd

20 RRL- Reliance Retail Ltd.

21 SAP- System Application Programming

22 SEL - Self Edge Label

23 SM - Store Manager

24 UPC- Universal Product Code

Questionnaire

Dear Sir/Madam, I Satish Tiwari, student ofInstitute of Productivity andManagement, Meerut, conducting a Research Study for Summer Project. It isfor Educational purpose and is completely confidential.

1. How often do you visit Reliance Mart?a) Daily b) Weeklyc) Monthly d) Alternate daye) Any other .

2. Do you think Reliance Mart meets your expectation in terms of

Performance and Quality?a) All of the time b) Most of the timec) Some of the time d) Just now and then

3. What attract you more to Reliance Mart from its competitor?a) Price b) Product Assortmentc) Product Quality d) Promotional Offere) Employee Behavior f) All of the aboveg)If any other please specify ..

4. Do you find Customer Service Desk Co-operative?a) Yes b) Noc) If No then please specify.

5. Are you satisfied with the billing process?a) Yes b) Noc) If No then please specify

6. Are you satisfied with the ambience of store?

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a) Very Satisfied b) Some what Satisfiedb) Neither Satisfied nor Dissatisfied. c) Some what dissatisfiedd) Very dissatisfied.

7. Do you think, CSA assist you during purchase?a) Very often b) Oftenc) Sometimes d) Rarely

e) Never

8. How attractive are the Promotions in your views?a) Very attractive b) Fairly attractivec) Neutral d) Not so attractivee) Not at all attractive.

9. Are you satisfied with the gift voucher redemption process?a) Very satisfied b) Some what satisfiedc) Neither satisfied nor dissatisfied d) some what dissatisfied

e) Very dissatisfied

10. Do you find there is minimal price of product in Reliance Mart?Yes No

5 4 3 2 1

11. Do you find your choice of product always available in RelianceMart? Please give rating as per your visit.Available Not Available

5 4 3 2 1

12. Does it worth holding Reliance One membership card?a) Yes b) No

If no please specify..

13. What rate would you like to give to Reliance Mart for its servicequality in terms of RATER?

a) RELIABILITY:- Accuracy of billing, Meeting promised delivery

date.i) Excellent ii) Very good iii) Good iv) Fair v) Poor

5 4 3..... 2. 1

b) ASSURANCE (Trust):- Guarantee and Warrantees return policy.i) Excellent ii) Very good iii) Good iv) Fair v) Poor

5 4 3..... 2. 1

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c) TANGIBILITY:- Appearance of store, Sales people.i) Excellent ii) Very good iii) Good iv) Fair v) Poor

5 4 3..... 2. 1

d) EMPATHY: - Personalized service, Receipt of Notes, Email,

Recognition by name.i) Excellent ii) Very good iii) Good iv) Fair v) Poor

5 4 3..... 2. 1

e) RESPONSIVNESS:- Returning call and E-mails, Giving Prompt

service.i) Excellent ii) Very good iii) Good iv) Fair v) Poor

5 4 3..... 2. 1

14. Give your preference.a. Reliance Mart b) Big Bazar c) Vishal Megha Mart d) Others

. ..

15. Would you like to recommend Reliance Mart to other for

Shopping?a) Yes b) Noc) If No then please specify.

Personal Detail

NameAddressOccupation. Age Ph.No.(If any)

In Which income group do you fall?a) 5,000-10,000 b) 10,000-15,000

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c) 15,000-20,000 d) 20,000-25,000e) 25,000-30,000 f) 30,000-40,000g) 40,000- Onward.

BIBLIOGRAPHY

The followings have proved to be valuable and helpful to me while preparingthe report.

Marketing Management: - Philip Kotler

Research Methodology: - C.R Kothari

Retailing Management: - Levy Weitz

Internet website

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www.ril.com

www.google.com

www.answer.com

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28914840 Summerproject on Reliance Retail

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