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PROJECT REPORT
ON
“THE FACTORS RESPONSIBLE FOR CUSTOMER
SATISFACTION IN RELIANCE MART”
IN
RANCHI REGION
Submitted To
Mr. Anil Singh
(HR. Head)
Reliance Retail Ltd
1
Submitted by
Satish Tiwari
PGDM (IPM Meerut)
ACKNOWLEDGEMENTS
I would like to take this opportunity to thank my project guide Mr. Anuj
Sinha (Assistant Marketing Manager Reliance Hyper Mart Ranchi) for his
guidance 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.
Tuhin Das (Assistant Store Manager) and all Department Manager for their
valuable suggestions & feedback.
At the onset, I would like to thank Mr. Sarvjeet Singh (Deputy Director,
IPM Meerut) for giving me the opportunity to gain vital insights into the
corporate world.
I would like to acknowledge Mr. Sushant Mittal and Mr. V.S Solanki and
the entire esteemed faculty at IPM, Meerut for providing me with the
required theoretical background to approach the project.
SATISH TIWARI
PGDM (2008-
2010)
IPM MEERUT
CONTENTS
Preface…………………………………………………………………………………………….. 4
Executive Summary…………………………………………………………………………
5
Certificate of Appreciation……………………………………………………………….6
Scope of study………………………………………………………………………………… 7
Research Methodology…………………………………………………………………… 8
Data collection method…………………………………………………………………… 9
Tools adopted……………………………………………………………………………………… 10
Introduction……………………………………………………………………………………. 11
3
Over view of Indian retail sector……………………………………………………….. 14
Company Profile……………………………………………………………………………… 15
Reliance retail eastern zone……………………………………………………………….. 18
Research Objective………………………………………………………………………….20
Analysis………………………………………………………………………………………….. 21
Findings………………………………………………………………………………………….. 43
Recommendation…………………………………………………………………………….45
Conclusions……………………………………………………………………………………..47
Limitations……………………………………………………………………………………….48
SIP Weak wise…………………………………………………………………………………49
Customer Database………………………………………………………………………..57
Glossary………………………………………………………………………………………….65
Questionnaire………………………………………………………………………………….66
Bibliography…………………………………………………………………………………….69
PREFACE
4
The project report contains all the study covered in the project. The project
helped me a lot to learn regarding the practical aspects of marketing and
marketing research. I am thankful to Reliance Retail Ltd. for giving me such
an opportunity which would be beneficial and helpful to me in future.
SATISH TIWARI
PGDM (2008-2010)
IPM MEERUT
EXECUTIVE SUMMARY
This study is intended to help Reliance Retail decide upon the steps to be
taken care for customer satisfaction so that the growth of the company
keeps on improving.
5
Primary data have been used for analysis. However, secondary source have
yielded preliminary information. Research conducted was descriptive in
nature. Descriptive research helped me to develop the concept to clearly
establish priorities, to divulge adequate information which helps me in
decision 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
the company can come up to the expectation of customer so that the
optimum satisfaction level can be achieved.
I have used random sampling for my survey. Care was taken that the
respondents were as diversified as possible.
A sample size of 150 respondents was taken from various parts of Ranchi. I
collected data and analyzed them. I have critically analyzed each and every
question in the questionnaire and then given the managerial implication.
This analyzed data was later converted into bar diagrams for convenience.
This also made it easy to draw a conclusion based research and provide a
presentable format for the report. Later on the information were compiled to
form a presentable report.
Along with this I also learnt the store operation of Reliance Mart Kanke Road
Ranchi.
A better strategy to satisfy customer is only the way to gain customer
attention and to penetrate more in own catchment area. Strategy must be in
all 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 Reliance
Mart 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
and attitude of customers is conservative. So the concept of retail that is
Touch and Feel the product would take time to be properly applied. As
some segment of the customer of Ranchi hesitate to enter into the organized
retail store. Once the conservative thought would abolish, definitely the
retail will grow with leap and bound, Ultimately it would benefit Reliance
Hyper Mart
6
7
SCOPE OF STUDY
This study covers customers of Reliance Hyper mart in the area of Ranchi.
The catchment area of the Reliance Hyper mart is Kanke Road, CMPDI, Ratu
Road, Bariyatu, Morabadi, Lalpur, Kutchery, and Upper Bajar
The subject has been taken for the research as it plays key role in the
success of retail sector.
The research will also be beneficial in analyzing the overall market position
of the company and measures which should be adopted by the Reliance
Retail Ltd. to increase their market share in the region of Ranchi.
8
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
It is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it
we study the various steps that are generally adopted by researchers, in
studying 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
the methodology.
RESEARCH PROCESS
It consists of a series of action necessary to effectively carry out research
and the desired sequence of these steps.
RESEARCH DESIGN
SAMPLE DESIGN
9
DETA COLLECTION METHOD
Primary Data
Primary data generally means those raw data or data structures that are
collected “first- hand” and have not had any previous meaningful
interpretation. For my Summer Internship Project Report, I have collected
such 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 (Hyper
mart)
Primary Data
Through:-
Questionnaire,
Personal interview
Observation.
Secondary Data
Research Apparatus
Survey Method
Research Instruments
Sample Universe
The catchment area of the Reliance Hyper mart: - Kanke Road, CMPDI, Ratu
Road, Bariyatu, Morabadi, Lalpur, Kutchery, and Upper Bajar
Sample Size:-
150.
Contact Method
Personal contact.
10
TOOLS ADOPTED
For the project study the tools adopted is questionnaire having multiple
choice questions. The questionnaire is closed-end in which Dichotomous,
Multiple choice, Likert scale, Importance scale, Rating scale Semantic
differential are used.
The dual choice questionnaire is not taken as the total numbers of samples
are very large and correct data could not ascertained for the survey to be
good and genuine
11
INTRODUCTION
Early Trade
When man started to cultivate and harvest the land, he would occasionally
find himself with a surplus of goods. Once the needs of his family and local
community were met, he would attempt to trade his goods for different
goods produced elsewhere. Thus markets were formed. These early efforts
to swap goods developed into more formal gatherings. When a producer who
had a surplus could not find another producer with suitable products to
swap, he may have allowed others to owe him goods. Thus early credit
terms would have been developed.
Early Markets
The Retail Trade is rooted in two groups, the peddlers and producers.
Peddlers tended to be opportunistic in their choice of stock and customer.
They would 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 specific
areas, reflecting their origins as outlets for producers (such as Pacific
Concord of Hong Kong), and others providing a broad mix, known as
General Store (such as Casey’s in the Midwest of the U.S.A.).
Although specialist shops are still with us, over time, the general store has
increasingly taken on specialist products. Customers have found this to be
more convenient than having to visit many shops – thus the term
“Convenience Store” has also been applied to these shops. As the popularity
of general stores has grown, so has their size. This combined with the
advent of Self-Service has lead to the Supermarket, or Superstore.
Self-Service Stores
Background
13
soon followed a year later by the Piggly Wiggly® self-service store, founded
by Clarence Saunders in Tennessee in the U.S.
Efficiency
These entrepreneurs noticed that their staff had to spend a great deal of
time taking grocery orders from customers. The groceries were stacked on
shelves allowing customers to walk around and browse, collecting their
shopping in a basket that was supplied. The shopkeeper would only need to
tot up the final bill at the end of the process and transfer the goods from the
basket to the customer and receive payment.
Growth
This new type of shopping was more efficient and many customers preferred
it. Although personal service stores remain to this day, this new concept
started a rapid growth of self-service stores in the United States. Other
countries were slow to take up the idea, but there has been a steady rise in
the global amount of self-service stores ever since.
14
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
expected to grow to 10% by 2011.
15
COMPANY PROFILE
RRL launched its first store in November 2006 through its convenience store
format ‘Reliance Fresh’. Since then RRL has rapidly grown to operate 590
stores across 13 states at the end of FY 2007-08. RRL launched its first
‘Reliance Digital’ store in April 2007 and its first and India’s largest
hypermarket ‘Reliance Mart’ in Ahmedabad in August 2007. This year, RRL
has also launched its first few specialty stores for apparel (Reliance Trends),
footwear (Reliance Footprints), jeweler (Reliance Jewels), books, music and
other lifestyle products (Reliance Timeout), auto accessories and service
format (Reliance AutoZone) and also an initiative in the health and wellness
business through ‘Reliance Wellness’. In each of these store formats, RRL is
offering a unique set of products and services at a value price point that has
not been available so far to the Indian consumer. Overall, RRL is well
positioned to rapidly expand its existing network of 590 stores which operate
in 57 cities.
During the year, RRL also focused on building strong relationships in the
agri-business value chain and has commenced marketing fruits, vegetables
and staples that the company sources directly to wholesalers and
institutional customers. RRL provides its customers with high quality produce
that has better shelf life and more consistent quality than was available
earlier. RRL has made significant progress in establishing state-of-the-art
staples processing centers and expects to make them operational by May
2008.
Through the year, RRL also expanded its supply chain infrastructure. The
Company is fully geared to meet the requirements of its rapidly growing
store network in an efficient manner.
Recognizing that strategic alliances are going to be a key driver to its retail
business, in FY 2007-08, RRL established key joint ventures with
international partners in apparel, optical and office products businesses.
16
A world class shopping environment, state of art technology, a seamless
supply chain infrastructure, a host of unique value-added services and above
all, unmatched customer experience, is what this initiative is all about.
The retail initiative of Reliance is without a parallel in size and spread and
makes India proud. Ensuring better returns to Indian farmers and
manufacturers and greater value for the Indian consumer, both in quality
and quantity, is an integral feature of the Reliance Retail Limited. By
creating value at all levels, it actively endeavors to contribute to India's
growth.
17
RELIANCE MART
Products
• The stores, product selection and the prices have been designed
keeping 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 separate
enclosure and supply-chain for non-vegetarian products.
18
RELIANCE RETAIL EASTERN ZONE
Jharkhand
Orrissa
West Bengal
Jharkhand
Orrissa
West Bengal
Fresh – 21
Fresh – 14
Fresh - 11
Hyper – 1
JHARKHAND
Dhanbad
Jamsedpur
Ranchi
Fresh -7
Fresh – 5
Fresh - 8
19
Hyper – 1
20
Hyper Mart
Kanke Road Ranchi
RESEARCH OBJECTIVES
21
5. To study the role of 4P’s in customer satisfaction.
ANALYSIS
22
C u s to m e r s v is it to R e lia n c e M a r t.
6% 8% 10%
D a ily
W e e kly
Mo n th ly
37% Alte rn a te D a y
39%
O c c a s io n a lly
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.
23
Customers expectation from
Reliance Mart
All of the time
8% 19%
Most of the time
33%
some of the time
40%
Just now and then
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.
24
6% 12% Price
Product assortment
23%
18% Product quality
Promotional offer
Employee behaviour
7%
All of the above
19%
15% Any other (Location)
12% of the respondent says that price attract them more to Reliance Mart
then its competitors.
18% of the respondent says that they are attracted toward because of
Product 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 to
Reliance Mart.
The major 23% of respondent says that they are attracted to Reliance Mart
because of all the factors like Price, Product Assortment, Product quality,
Promotional offer, Employee Behavior.
25
10%
Yes
No
90%
90% of the respondent says that they are satisfied with the customer
service Desk.
It is only 10% of the respondent says that they don’t 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.
26
19%
Y es
No
81%
Major 81% of the respondents are satisfied with the billing process of
Reliance Mart.
But 19% of the respondents are dissatisfied with the billing process because
of the long queue, longer waiting time. Hence for this 19%, new billing
counter should be installed.
Actually most of the department has its own Till but all are remain closed. It
is found that there is no requirement of cashier here as senior CSA are well
versed in the operation of billing counter. Hence these people can also
operate till which would result convenience to customer as they would not
have to wait for longer duration and hence it would save time and money
also, both for customer and company.
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 of
store. On the Likert scale the rating is 4 out of 5.
28
7. Effect of CSA in purchase.
60%
50%
40%
% of
Responden 30%
t
20%
10%
0%
Very Someti
Often Rarely Never
often mes
Series1 53% 23% 17% 5% 2%
53% of the total respondents say that CSA very often assist them during
purchase.
23% of the respondents say that CSA often assist them during purchase.
17% of the respondents say that CSA sometimes assist them during
purchase.
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.
29
8. Attractiveness of promotions.
Very attractive
8% 4% 19%
Fairly attractive
20% Neutral
Not so attractive
30
9. Satisfaction regarding gift voucher redemption .
Very satisfied
8%
7% 27% Some what
14% satisfied
Neither satisfied
no dissatisfied
Some what
44% dissatisfied
Very dissatisfied
It is very clear that only 27% of the respondent are very satisfied with the
gift redemption process and rated 5 out of 5. More is needed to be done to
bring other in the bracket of very satisfied.
44% of the respondents say that they are some what satisfied with the gift
redemption process and rated 4 out of 5
31
10. Pricing of product in Reliance Mart.
4% 6%
1
34%
2
31% 3
4
5
25%
N0
5 4
3
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.
32
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.
12%
24%
1
13% 2
3
4
22% 5
29%
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
60%
60%
50% 40%
40%
Respondent
30%
in %
20%
10%
0%
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.
34
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 doesn’t 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 of
RATER.
(RELIABILITY,ASSURANCE,TANGIBILITY,EMPATHY,RESPONSIVENESS
)
RELIABILITY
35% Fair
34%
Poor
17% of the respondent rated 5 out of 5 to Reliance Mart for it service quality
in terms of Reliability
34% of the respondent rated 4 out of 5 to Reliance Mart for it service quality
in terms of Reliability.
35% of the respondent rated 3 out of 5 to Reliance Mart for it service quality
in terms of Reliability.
11% of the respondent rated 2 out of 5 to Reliance Mart for it service quality
in terms of Reliability.
ASSURANCE
11% 15%
Excellent
16% V. Good
22% Good
Fair
Poor
36%
15% of the total respondent rated 5 out of 5 that is Excellent to the service
quality of Reliance Mart in terms of Assurance.
22% of the total respondent rated 4 out of 5 that is V. Good to the service
quality of Reliance Mart in terms of Assurance.
36% of the total respondent rated 3 out of 5 that is Good to the service
quality of Reliance Mart in terms of Assurance.
16% of the total respondent rated 2 out of 5 that is fair to the service
quality of Reliance Mart in terms of Assurance.
11% of the total respondent rated 1 out of 5 that is poor to the service
quality of 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. Measure
step is needed to be taken and Guarantee and Warrantees return policy
should be revised once again as customer view that it has long procedure.
The process of return policy should be minimized.
TANGIBILITY
5% 1% Excellent
27%
V. Good
35%
Good
Fair
32% Poor
27% of the respondents rated 5 out of 5 to Reliance Mart for its service
quality in terms of tangibility. (Excellent)
32% of the respondents rated 4 out of 5 to Reliance Mart for its service
quality in terms of tangibility. (V. Good)
35% of the respondents rated 3 out of 5 to Reliance Mart for its service
quality in terms of tangibility. (Good)
Poor Excellent
11% 18% Excellent
Fair
V. Good
16%
Good
V. Good
25% Fair
Good Poor
30%
RESPONSIVENESS
RESPONDENT IN
PERCENTAGE
40% 29%
30% 21% 21%
20% 15% 14%
10%
0%
d
or
d
ir
nt
oo
Fa
oo
Po
ll e
G
G
ce
V.
Ex
39
Excellent V. Good Good Fair
Poor.
5 4 3 2 1
Vishal Megha
72% Mart
Others
40
72% of the respondent like Reliance Mart, 23% of the respondent like Big
Bazar, only 4% of the respondent like Vishal Megha Mart and only 1% of the
respondents like Other retailers.
We can see that even in the catchment are of Reliance Mart 23% of the
respondent like Big Bazar. It means Reliance Mart is still not able to reach
fully 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.
If proper steps is not being taken then Big Bazar would penetrate more in
the catchment 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
its market share
92%
100%
50%
8%
0%
Yes No
Series1 92% 8%
41
Major 92% of the respondent like to recommend Reliance Mart to other for
shopping. It is a good sign despite of only 72% of the market share it its
own catchment area.
6% 5-10 Thousand
24% 11%
10-15 Thousand
15-20 Thousand
14%
20-25 Thousand
25-30 Thousand
14%
30-40 Thousand
13%
18% 40 Thousand Onward
42
It is obvious from the graph the major 24% of the Respondents have
monthly income more than 40,000
6% 5% 15%
15-25 year
13% 25-35 year
35-45 year
45-55 year
36% 55-65 year
25% 65-75 year
It is very clear from the graph that 15% of the respondents fall in the age
group of 15-25 year.
43
36% of the respondents fall in the age group of 25-35 year.
Only 6% of the respondents fall in the age group of 55-65 year and 5% of
the respondents fall in the age group of 65-75 year.
RESPONDENTS’ OCCUPATION
7%
2% Service
15% 36% Business
Housewife
student
Professional
25% Retired
15%
44
Major 36% of the respondents are doing Service having one day leave in a
week. It means there must be increase in footfall on that day. So there
should be some thing special for them during that day.
2% are professional
FINDINGS
a) It is found that major 39% of the respondents are monthly shopper and
37% of the respondents are occasionally visitor as per their requirement.
The average footfall is 1418 customer. Out of which the conversion rate is
49%.
b) It is found that Reliance Mart is not able to come up to the expectation level
of major percentage of the respondents fully.
Hence it can be said that concrete measure should be taken by the company
to come up to the customer expectation.
45
d) Customer Service Desk plays vital role in retail. It is found that major
percentage of the respondent are satisfied with the CSD.
e) Most of the respondents are satisfied with the billing process but some of
have grievance that some time when there is long queue some time there is
no attendant on one or two POS (Billing counter).
h) Promotions are attractive but not so in comparison with others like Big Bazar
some thing more is needed to be done regarding promotions
l) More than half of the total percentage of the respondent view that there is
benefit of holding Reliance One membership card But remaining things it
has no benefit.
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 don’t prefer to recommend other to shop at
Reliance Mart. But one should not ignore this negative 8%, as one
dissatisfied customer communicates negatively to 13 people on an average
46
regarding his dissatisfaction. It can lead to lost of customer confidence and
ultimately 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- 35
year and 35-45year simultaneously so strategy should be made keeping in
mind the age group also to increase sale. There should be something
special to attract this age if sale is to be increase.
q) Major 36% of the respondents are doing Service having one day leave in a
week. It means there must be increase in footfall on that day. So there should
be some thing special for them during that day. 25% of the respondents
are housewife so strategy must be made to attract this segment.
RECOMMENDATIONS
47
dissatisfaction among customers which can cause decrease in sale. It
can also play the role of negative word of mouth.
• F&V supply always delay by 1.30 hr to 2hr in the morning during peak
hour of sale. F&V must reach to the store floor before 9 am. Hence
distribution of F&V is needed to be improved or monitored.
• Some time it is found that there is long queue so cashier must present
on all the “Till” (POS) during peak hour of sale. Cashier handling speed
is needed to be monitored.
• CDIT department has high value item but it is not clearly visible from
the apparel section because of Home decor Gandolas.Hence Home
decor section must be arranged in such a manner so that it should be
visible from apparel section as the escalator attached to the first floor
is in apparel side. Even the customers who stand near by home decor
find it difficult to locate CDIT section.
• Watches and Cosmetics should be in one side and should not surround
by apparel especially in case of Cosmetics then only its sale would
increase. There is no proper arrangement to display the cosmetics to
customer. There should be some furniture so that sales girl can show
Cosmetics to customer comfortably and customer can feel easy to
48
purchase it. Then only customer can satisfy and sale of Cosmetics can
increase.
• Reliance Mart should give those offers which can facilitate more money
saving as the customers are price sensitive.
• Reliance Mart should give credit facility at least to their loyal customer
as it is also the reason behind customer dissatisfaction because they
always get credit facility from local Kirana store.
CONSLUSIONS
This study has tried to address the need for customer satisfaction in Reliance
mart. From the foregoing analysis and finding it is evident that customers
have much more expectation from Reliance mart
Reliance Mart is not able to come up to the expectation level of its customer
fully.
Supply chain must be more efficient, especially in case of Food & Vegetable.
49
A better strategy to satisfy customer is only the way to gain customer
attention and to penetrate more in own catchment area.
Strategy must be in all area like Promotional offer/Scheme, Product
Pricing, Employee behaviour, Billing process, Product Assortment,
Product Quality, Service quality in terms of RATER etc.
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 gradually
increased and on the 31st May 2009 the Total sale was 11 lac.
Last but not least Ranchi is not as much developed as metros so thinking
and attitude of customers is conservative. So the concept of retail that is
Touch and Feel the product would take time to be properly applied. As
some segment of the customer of Ranchi hesitate to enter into the retail
store. Once the conservative thought would abolished definitely the Retail
will grow with leap and bound, Ultimately it would benefit Reliance Hyper
Mart.
Time constraint. Because of the restricted time available for the completion
of this project I felt restricted in covering more areas for the project.
During 1st week I visited all the department of the store to understand the
working of store and to acquaint with the department and with DM, ADM,
and CSA. As retail gives opportunity to deal directly with the end-user and to
understand the need of end-user. So during the 1st week I acquainted my
self with the nitty-gritty of retail
2nd Week
This week was one of the best week of my SIP. This week was fully devoted
to promotion(CUSTOMER CONNECT ACTIVITY). During this week Reliance
Mart arranged RAINBOW FEST i.e. KIDS CARNIVAL(CUSTOMER CONNECT
ACTIVITY) to increase the footfall of the stores of Ranchi, especially in
Reliance Mart (Kanke Road Ranchi).
Many programs were organized during this “RAINBOW FEST” for kids which
included CRAZZY COLORS , QUIZ CRUSH, , JOHNSONS HEALTHY
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BABY’S SHOW, JALWA(CATWALK) ,JHOOM BARABAR JHOOM(DANCE
COMPETITION) at Reliance Mart Kanke Road.
I was responsible to organize JHUM BARABAR JHUM(DANCE
COMPETITION).
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
customer was 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 buying
behavior of the consumer practically.
3rd Week
By the beginning of 3rd week I started the research work on the assigned
topic “Customer satisfaction and delight”. I used to spend 4 hour in Mart and
6 to 7 hour in the catchment area of Reliance mart. During this period I also
learnt the Benchmarking process
During this week of my SIP I was told to do the sales work .For this purpose
Mr. Anuj Sinha (Assistant Marketing Manager) Reliance Mart, kanke Road,
Ranchi guided me personally and taught me various aspect of sales, along
with sales I also learned Store Operations of Reliance Mart. I learnt how the
stock is transferred from DC to the store and how the Stock Transfer Note is
checked in the store and on that basis of that Goods Received Note is
prepared and then it is entered into SAP.
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This week I also learnt that the main principal of retail is customer should
touch and feel the product then only customer would emotionally envolve in
purchase process, and once the customer emotionally attach in purchase the
sale increases. As the average ticket size of the mart is 450 maximum
conversion 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 how
the 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 we
check the stock by counting each SKU so that we can make sure that there
is no difference between product physically and in the Stock Transfer Note.
After that GRN is prepared and it is entered into SAP so that DC could know
that the how much stock is present in the store.
2) Through DSD (direct store delivery) basically the products such as Ice
creams, Breads, Cold drinks are purchase directly through vendors and for
that DSD is done , for that PO (purchase order) is prepared and then it is
send to vendor on that basis vendor send the product directly to the store
and a 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 –
Physical accuracy, Accurate Replenishment, Shrinkage reporting and control.
4th Week
During this week I learned a very important aspect of organized retail that is
the backbone of visual merchandise i.e. PLANOGRAM. It means Plan your
program . A planogram is the systematic way of arranging the different
product 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 also
maintained in the store. Plano Gram consist of :-
Bay: - Bay consists of different fixtures which are used in the store to keep
the products. The different kinds of fixtures which are used in Reliance marts
are
1 Wall Rack
2 Floor Rack
3 Hyper
4 Promo Bin
5 Top Pallets
6 Peg Wall
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UPC (pronounced as separate letters) Short for Universal Product Code, a
unique 12-digit number assigned to retail merchandise that identifies both
the product and the vendor that sells the product. The UPC on a product
typically appears adjacent to its Bar code, the machine-readable
representation of the UPC. The first six digits of the UPC are the vendor’s
unique identification number. All of the products that one vendor sells will
have the same first six digits in their system. The next five digits are the
product’s unique reference number that identifies the product within any one
vendor’s line of products. The last number is called the check digit that 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 the flag characters set to ``49''. UPC and EAN symbols are
fixed in length, can only encode numbers, and are continuous symbolize
using four element widths.
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MBO:- MBQ is the total number of particular merchandise which is to be
kept on the shelf.
CATEGORY BAY SKU ARTICLE NO. EAN SHELF FACING DEPTH STACKING MBQ
Article Number
Food Glucose
Biscuit
231 Gm
pp
5th Week :- This week was devoted to understand the each and every
activity of Store Operation which is performed on daily, weekly & monthly
basis respectively. Mr TUHIN DAS Assistant Store Manager Reliance Mart
Kanke Road explained each and every activity thoroughly.
1. Receiving stock
2. Morning Briefing
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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
11.Bread Intending
12.DC GRN
13.DSD GRN
15.Update Reports
19.Quality Audit
20.Dump
21.Markdown( food)
22.GRN Deposit
24.EOD
25.Footfall Report
Weekly Activity
1. Price Benchmarking
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2. Leafleting
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,
and learnt 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
These are the some major activity which is performed through SAP else each
and every activity has to be entered in the SAP so that the work goes
smoothly.
Mean while I was also conducting the research work by devoting proper time
for survey as my sample size is 150. So it took time to get it filled
completely.
Last 10 Days
Another important thing which I learnt this week was the MFT operations
with the help of MSR on CSD I learnt all the work which are been performed
at Customer Service Desk. Some of works which I learnt here are as
following
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• Enrollment for Reliance One Membership Card
• Telecalling
• Offers Announcement
CUSTOMER DATABASE
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2502 Kanke Road
Ranchi
62
50. J. Nelson 2D/6W CMPDI Colony 9470135852
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Road Ranchi
81. Anupam Kr. Jha Flat No. FR-8 Asha Jagat 933477778
Jaiswal Apartment Peace
Road Lalpur Ranchi 834001
82. Anil Kumar Mishra Lajpat Nagar N/R Lata Lajpat 9431187099
Sr.Sec. School Pundag.
Ranchi 12
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Compound Lalpur Ranchi
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Housing Colony
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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 of Institute of Productivity
and Management, Meerut, conducting a Research Study for Summer
Project. It is for Educational purpose and is completely confidential.
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a) Very Satisfied b) Some what Satisfied
b) Neither Satisfied nor Dissatisfied. c) Some what dissatisfied
d) Very dissatisfied.
5 4 3 2 1
If no please specify……………………………………………………………………..
13. What rate would you like to give to Reliance Mart for its service
quality in terms of RATER?
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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………
Personal Detail
Name…………………………………………………………………………………………………
Address………………………………………………………………………………………………
Occupation……………………………. Age…………………… Ph.No.(If any)…………
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c) 15,000-20,000 d) 20,000-25,000
e) 25,000-30,000 f) 30,000-40,000
g) 40,000- Onward.
BIBLIOGRAPHY
Internet website
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www.ril.com
www.google.com
www.answer.com
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