RMD (Rel Fresh)

8/9/2019 RMD (Rel Fresh)

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Research for Managerial Decision

Study of Consumer buying behavior

In

Reliance Fresh

Chennai



Presented By:

Gowrishankar.V (28)

Prafful kothari (20)

Bala Sakthivel ( )

Saravanana .G ( )





RELIANCE GROUP

"Growth has no limit at Reliance. I keep revisingmy vision. Only when you can dream it, you can

do it."

The Reliance Group, founded by Dhirubhai H.

Ambani (1932-2002), is India's largest privatesector enterprise,with businesses in the energy and

materials value chain.

Dhirubhai.H.AmbaniFounder Chairman of Reliance Group

1932-2002



Subsidiaries of RIL

Reliance Petroleum

Ranger Farms Limited

Retail Concepts and Services (India) Private LimitedReliance Retail

Reliance Global Management Services (P)Limited

Reliance Biopharmaceuticals

Reliance Ghatraj ServicesReliance Engineering Associates (P) Limited



Reliance Fresh is the convenience store

format which forms part of the retail business

of Reliance Industries of India which is headed

by Mukesh Ambani.

Mukesh Ambani



Some of the Competitors



Problem Definition:To study consumer buying behaviour reliance fresh customer of

Chennai. (Saidapet & Ashok Nagar).

To know about the consumer awareness towards Reliance fresh.

Research Problem:To make a comprehensive study of Reliance Fresh & know the

Buying behaviour of Reliance Fresh customers.

Research Methodology:Descriptive type research has used to complete theproject. This research is base on fact finding enquires and

the variables are totally independent and uncontrollable.



Data Collection:

Primary Data

Primary data of research are collected

from direct resources (customer of

Reliance fresh) through questionnaire.Secondary Data

Secondary Data which are used for

research to know the history scop of Retail industry are collected from

already available resources like net and

other sources.



Questionnaire:

(1). Gender of the consumer --Male & Female

Data Collected-

Data collected for this questionnaire to know the gender of

customer of reliance fresh.

ANALYSIS-

Data collected for project from 200 responded in which 125 are

female and 75 are Male total respondentInterpretation-

In total respondent we analyses that most of the customer in this

store is female and their demand always consider at the time

of taking the decision. Company should try to attract new

male customer by provide new scheme on their customer

Male Female

125 75



(2). Age of Customer?

10-20 21-50 51 &

above40 120 40

Data Collected-

Data collected for this questionnaire to know the age of customer of reliance

fresh. ANALYSIS²

Data collected for project from 200 responded in which 40 are the age between

10-20 and 120 are between age of 21-50 and 40 are between age of 51 &

above of total respondent.

Interpretation-

In total respondent we analyses that most of the customer are youth .in myobservation I found that most new people believe in convenience shopping It

help the company to keep management 54 such type which understand the

problem of customer easily and rectify the problem effectively.



(3). How Offer do you shop?

Daily() Weekly() Fortnightly() once in a month()

Daily Weekly Fortnightly Once in month

30 80 50 40

Data Collected-

Data collected for this questionnaire to know the shopping behaviour of customer of reliance fresh.



ANALYSIS²Data collected for project from 200 responded in which

30 are like to purchase daily and 80 are like to purchase

weekly and 50 are likely to purchase fortnightly, 40 likely

to purchase once in a month of total respondent

Interpretation-

In total respondent we analyses that most of the

customer are likely to purchase on weekend.In my

observation I found that more scheme should be

provided on weekend.



(4). What do you mostly shop at Reliance Fresh?

Vegetables ( ) Food Items ( ) cosmetic product ( ) all product ( )

Fruits & Vegetables Food Items Cosmetics All product

56 35 14 95

Data Collected-

Data collected for this questionnaire to know the products which are like to

purchase by the customer.



ANALYSIS²Data collected for project from 200 responded in

which 95 customer are like to purchase all product

and 56 are like to purchase vegetables and 35 are

like to purchase Food Items 14 likely to purchase

cosmetic product of total respondent

Interpretation-


customer are like to purchase all product in the

store. Company should try to retain the customer.

And should increase the variety o cosmetic

product & grocery.



(5). Preference of shopping?

Quality ( ) Brand ( ) Price ( ) one stop shop()

Quality Brand Price One stop shop60 55 35 50

Data Collected-

Data collected from this questionnaire to know the preference the

shopping



ANALYSIS-

Data collected for project from 200 responded in which55 customer are believe in reliance brand and 50 are

like to purchase in one stop shop and 60 are like to

purchase quality product , only 35 respondent consider

price.

Interpretation-


customer are believe in reliance brand like to purchase

qualitative product in stop shop. Here I observed that

people want to purchase fresh and original product and

want better service.



(6). which store do you kept in preference for

purchasing?

Data Collected- Data collected from this questionnaire to know the preference of the purchasing

(comparison of store to other).

Reliance fresh More Nilgiris Local Market

56 29 40 75



ANALYSIS-

Data collected for project from 200 responded inwhich 75 customer are like to purchase from local

market and 56 are like to purchase from reliance

fresh and 40 are likely to purchase from Nilgiris 29

likely to purchase from More of total respondent.

Interpretation-

In my observation I found till today organised

retail sector didn¶t penetrate the market. Company

should try to open new convenience store and

provide more scheme and good service tocustomer to penetrate the market. Initial it may be

costlier, but it will give long term benefit.



(7). Do advertisement and promotion influence

your shopping decision?

Data Collected-

Data collected from this questionnaire to know the effect of promotion

scheme on purchasing.

Yes No145 55



ANALYSIS-

Data collected for project from 200 responded

in which 145 customer are like promotion

scheme and 55 are those people which say

promotion scheme doesn¶t effect on

purchasing.

Interpretation-

Interpretation In my observation I found

promotion scheme is must to sustain customer attract customer & influence the purchasing.





ANALYSIS-

Data collected for project from 200

responded in which 120 customer

say yes and 40 are those which say no

and 40 say some time.

Interpretation-

Company should try making promotion

scheme easy understandable,

promotion scheme should be in both in

English & Hindi.



(9). How likely are you to recommend Reliance Fresh to

a friend or relative? Would you say the chances are?

Data Collected-

Data collected from this questionnaire to know the satisfaction level of

customer.

Excellent Good Fair poor

80 50 40 30



ANALYSIS-

Data collected for project from 200responded in which 80 customer say

excellent and50 say good 40 say fair and

30 customer are those say poor.

Interpretation-

In my observation I found that only

46.6% customer are fully satisfied from

the store company should try satisfy thecustomer by providing better service and

rectify their problem immediately.



(10). Which form of advertisement do you think is most

effective?

Data Collected-

Data collected from this questionnaire to know the better advertisement

mode of promotion.

Printouts & Pamphlets TV Newspaper Telephone

132 0 55 13



ANALYSIS- Data collected for project from 200

responded in which 0 customer say TV

and 132 say print, 55 say newspaper and13 customer are say telephone.

Interpretation -

According responded result companycan choose telephone as best for

advertisement and call indusial for

attracting the customer.



Sampling technique:Random sampling is used for research project. I

have given equal weightages to my all respondent

and chose them randomly without any biased like

gender, age,income culture.

Sample size:

200 respondents has selected as sample size for research.



F inding

1-Mazority of customers here is female.

2- Majority of customers are young.

3-Majority customers like to purchase all goods from

Reliance fresh.

4- Customers like one stops shopping.

5-Local market till today is the first choice of customer.

6-Advertisement is the biggest way to attracting the customer.

7-Promotion scheme not so easy to under stand for customer.

8-Most of customer is not fully satisfied with store.9- Issuing Pamphlets is the best way for attracting the

customer.

10- Shortages of skilled workers.



Limitations

The project has some limitations because it is totally

based on efforts of individuals.

Peoples may be careless and may not give correct

answer to the questions, because of so many reasons.

It is totally based on personal efforts of individuals. Some

of the consumers are unable to understand the

questionnaire.

Some consumers are not interested in fillingquestionnaire.



Suggestion

1-More promotion scheme should be used to

penetrate the market.

2-Skilled employees should be higher becausemostly customers are young.

3-Promotion scheme should in such way that

customer can understand easily.

4- Service of store should be providing in such a

way which fullfil the needs of the customer.



A ppendix

Reliance F resh

Name Gender: M/ F Age

-

1- How offer do you shop

Daily ( ) week ( ) fortnightly ( ) once in month ( )

2- What do you mostly shop for at mentioned storeVegetables ( ) Grocery ( ) cosmetic product ( ) All items( )

3- Which store do you shop?

Reliance Fresh ( ) More ( ) Nilgiris ( ) Local market( )

4- Preference of shoppingQuality ( ) Brand ( ) Price ( ) one stop shop( )

5- Do advertisement and promotion influence your shopping decision

Yes ( ) No ( )



6- Are Promotion scheme easy to understandYes ( ) NO ( ) some time ( )

7- How likely are you to recommend Reliance Fresh to a friend

or relative? Would you say the chances are?

Excellent ( ) Good ( ) Fair ( ) Poor ( )

8- Are the Price of Reliance fresh is lower than the other competitor

Yes ( ) No ( ) Equal ( ) no idea ( )

9- Which form of advertisement do you think is most effective?

Print ( ) TV ( ) News Paper ( ) Telephone( )

10- Did you get help from CSA when asked?

Yes ( ) No ( ) some time ( ) Never ( )

Thank you.





This was the study and survey done on

Reliance Fresh Consumer Buying

Behavior by our Team Mates.

THANKING YOU

Documents

RMD (Rel Fresh)