ACKNOWLEDGEMENT

An individual cannot do project of this scale . I take this opportunity to express my

acknowledgement and deep sense of gratitude to the individuals for rendering valuable
assistance and gratitude to me. Their inputs have played a vital role in success of this project.
I would heartily acknowledge my guide Mr. Thimmappa Sura Chief Manager , Fruits and
Vegetables (Hyderabad ), Mr. Sunil, Cluster Manager , who gave me the opportunity to have a closer
look at the working of Reliance Fresh pvt. ltd.
I express my sincere thanks to our DIRECTOR (ACADEMICS ),Mr. Rahul Mishra and
my project guide, Ms. Shweta Srivastav, Assistant Professor (Raj SMS, Babatpur,Varanasi) for
his generous support, constant direction and mentoring at all stages of the training.
I take this opportunity to thank all staff members of Raj SMS , Babatpur ,Varanasi who
spared their precious time to provide me with valuable inputs for project without which it would
have not been possible.
I express my special thanks to my friends and colleagues Mr.Jay Prakash , Ms.
Soni , Mr. Mukesh, Mr. Ajeet and who have been a constant source of help and
encouragement . I firmly believe that there is always a scope of improvement . I welcome any
suggestions for further enriching the quality of this report.
Most humble , I bow my head with reverence to my parents , Mr.Bihari Lal Maurya
,Mrs. Shashikala Devi, my sweet brother Mr.Azad Maurya and my Family members , whose
incessant love, blessing and inspiration made me competent enough to fight the battle of life and
to achieve the goal.

Place: Varanasi
JAIKISHAN MAURYA
Date: 10/ 08/2018 M.B.A. III SEM.
 PREFACE

Summer training is the most vital part of a M.B.A. course, both as a link between
theory and actual industrial practices as well as an opportunity for hands on
experience in corporate environment. I therefore, consider myself fortunate to receive
the training in an esteemed organization viz. Reliance Retail. Yet the opportunity could
not have been utilized without the guidance and support of many individuals who
although held varied positions, but were equally instrument for although completion of
my summer training.

Ms. Shweta Srivastav and also thanks to all my faculty members and my Parents
and friends. However, I accept the sole responsibility errors of omission and would
be extremely grateful to readers of this project report if they bring such mistake to
my notice.

JAIKISHAN MAURYA
M.B.A. III SEM.
 INDEX
Sr. No. Particulars Page No.

Executive Summary 1

Chapter 1. Profile of Retail Industry 4

Chapter 2. Company Profile 22

Chapter 3. Project 33

3.1& 3.2 Title and Objective 33

3.4 Review of literature 34

Chapter 4. Research Methodology 40

4.1 Location of Study 40

4.3 Sample Technique 41

4.3 Sources of data 42

4.4 Method of Data Collection 36

Chapter 5. Data Analysis and Interpretation 45

Chapter 6. Findings 67

Chapter 7. Managerial Implication 71

Chapter 8. Conclusion 75

74
Questionnaire for Consumers 77

Bibliography 79
 LIST OF TABLES
Sr. No. Particulars Page Number

1.1 Share of top 250 retail 6

outlets by Region

1.2 Indian Market Share 7

Organized vs.
Unorganized
1.3 Indian Market 9
Segments
5.1.1 Gender of target 46
Customer
5.1.2 Age group of 47
Customers
5.1.3 Table Income level of 48
Respondents
5.1.4 Table Family cycle of 49
Respondents
5.1.5 Table Occupation of 50
respondents
5.1.6 Table Visit to Reliance 51
Fresh
5.1.7 Table Purchase Plan of 52
Target Customers
5.1.8 Table Section preferred 53
by Target Customer
5.1.9 Table Spending Pattern 54
of the Target
Customers
5.2.1 Table Respondents 56
Preference for
shopping in Organized
Retail Store
5.3.1 Table Respondents 59
rating reliance Fresh
on following Factors
5.3.2 Table Preferred 60
shopping mall by
Customers
5.3.3 Table Awareness of 61
Reliance Private
Brands by Customers
5.3.4 Table Brand Preferred 62
by Customers
5.3.5 Table Awareness of 63
Customers regarding
Promotional Offers at
Store
5.3.6 Table Aids that are 64
encountered by
Customers
5.3.7 Table Respondents 65
opinion regarding
Offers
5.3.8 Table Expected 66
services by the
respondents
 LIST OF FIGURES

Sr. No. Particulars Page Number

5.1.1 Gender of target Customer 46

5.1.2 Age group of Customers 47

5.1.3 Figure Income level of Respondents 48

5.1.4 Figure Family cycle of Respondents 49

5.1.5 Figure Occupation of respondents 50

5.1.6 Figure Visit to Reliance Fresh 51

5.1.7 Figure Purchase Plan of Target 52

Customers
5.1.8 Figure Section preferred by Target 53
Customer
5.1.9 Figure Spending Pattern of the Target 54
Customers
5.2.1 Figure Respondents Preference for 56
shopping in Organized Retail Store
5.3.1 Figure Respondents rating reliance 59
Fresh on following Factors
5.3.2 Figure Preferred shopping mall by 60
Customers
5.3.3 Figure Awareness of Reliance Private 61
Brands by Customers
5.3.4 Figure Brand Preferred by Customers 62

5.3.5 Figure Awareness of Customers 63

regarding Promotional Offers at Store
5.3.6 Figure Aids that are encountered by 64
Customers
5.3.7 Figure Respondents opinion regarding 65
Offers
5.3.8 Figure Expected services by the 66
respondents
 EXECUTIVE SUMMARY

Retail Sector is the most booming sector in the Indian economy and it is
presently the largest employer after agriculture. Some economists say
that Retailing is one of the pillars of the economy in India. Some of the
biggest players of the world are going to enter into the industry soon. It is
on the threshold of a big revolution after the IT sector. Although
organized retail market is not as strong as of now, but it is expected to
grow manifolds by the year 2015. Indian Retail Industry was valued to
427 b in 2010 and is expected to grow $ 637 b in 2015. The retail market
is most fragmented in the world and only 5% of the entire retailing
business is in the organized sector. There are about 300 new malls, 1500
supermarkets and 325 departmental stores being built in the cities very
soon. Consumers now want the cheapest, biggest and the quickest
products/services from their retailers. The project depict the main
drivers of the retail revolution and how this revolution changes the
buying behavior of the customer, increase in disposable income of the
middle class, infrastructure development and changing customer choice.
Organized Retailing was introduced in the last decade and has emerged
as one of the sunrise industries in India. The survey intends to analyze
the factors influencing consumer behavior towards organized retailing,
their source of purchasing and the factors which influences their habit of
purchasing from malls and high end retailing sections in Hyderabad.
Research considered the Reliance Fresh Hyderabad for studying the
consumer expectations, and what are the factors that influence to
customer to walk-in, in Reliance Fresh Hyderabad. As we are now in the
era of booming retailing, lot of organizations are entering into the retail
market. My study was done under the title of “A Study of the Factors

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Influencing Buying Behaviour Of Organized Retail Consumers of
Food Section of Reliance Fresh Hyderabad
The present study has been undertaken with the prime objective to
determine the factors influencing customer‟s buying behavior while
purchasing food commodities from Reliance Fresh. It also focuses on
finding out the current status of Reliance Fresh and determine where it
stands in the current market. People mostly come to organized retail as
they get quality products at affordable prices at more discounts/ offer
under one roof. It is also clearly known that organized retail stores sells
their goods at a discounted price as compared to the market. Even it
provides good service and ambience to its customers which encourage
them to visit and shop more and more times. The project involves main
aspects namely industry profile, company profile, project topic overview,
research methodology and analysis part. In the methodology part,
detailed discussion is made on objectives, research design, data
collection method and sampling design. Herein, the primary data have
been collected through structured questionnaires. Based on the analysis
of the collected data, findings, recommendations, limitations and
conclusion have been derived.
This market field survey is a sure shot help in knowing the present
customers tastes and preferences. And also to know what are the
factors which customers think before visiting Reliance Fresh. It
helped me in estimating the customer’s future needs, wants &
demands. (To improve customer walk-in at Reliance Fresh). It also
gives an idea how company can enhance its business or increase its
sales by working on these things - provide better customer service than
its competitors, increase the variety of merchandise with deep
assortment, arrangement of product in a proper way that creates good

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store image and provide membership card to the customers. The study
also reveals that consumers also want the company to include more
categories in the food section of the store, provide parking space and
employ knowledgeable sales staff. Suggestions/recommendation of this
report will certainly help the company to improve its performance and
business.

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Chapter1 : RETAILING – THE SUNRISE INDUSTRY

1.1 Introduction to the Project Report :

The word „retail‟ means to sell or be sold directly to individuals. Retail is India‟s
largest industry, and arguably the one with the most impact on the population. It
is the country‟s largest source of employment after
agriculture, has the deepest penetration to rural India, and contributes
8% to total employment, generates 20% percent of India‟s GDP (Rajesh
Thambala, 2013)

India has some 13 million retail outlets, but many of these act merely as
subsistence providers for their owners and survive on a cost structure
where labor and land is assumed to be free and taxes nil. Compare this
with the global retail industry, which is one of the world‟s largest
organized employers, is at the cutting edge of technology, and which
leverages scale and scope to offer value-added services to its customers.

However, only recently has there been an awakening in this sector, with
more organized retailers starting to make an impact. The liberalization of
the consumer goods industry, initiated in the mid-80s and accelerated
through the 90s has begun to impact the structure and conduct of the
retail industry. Backed by changing consumer trends and metrics,
liberalization in mindsets driven by media, new opportunities and
increasing wealth, retailing in India, presents a vast opportunity for a
variety of businesses - real estate, store design & operations, visual
merchandising logistics and communications, B2C service providers, and
FMCG companies who can add to their offers by partnering this
revolution. The Indian Retailing Industry stands poised to take off into
the 21st century. It is one of the fastest growing sectors in the nation

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that caters to the world's second largest consumer market. Retail boom
is un abating. India has business volume of $470 billion growing at 11
per cent a year. The middle class drives retailing anywhere in the world
and this segment should have reasonable income. The next driver is
availability of variety of goods, products and brands. The third one is
“sense of awareness”.

During the last few years, the Indian retail market has seen considerable
growth in the organized segment. Major domestic players have entered
the retail arena and have ambitious plans to expand in the future years
across verticals, formats, and cities. For example, companies like
Reliance, Tata, Bharti, Adani Enterprise, have been investing
considerably in the booming Indian retail sector. Besides, a number of
transnational corporations have also set up retail chains in collaboration
with big Indian companies. However, going forward, the organized
sector‟s growth potential will increase due to globalization, high economic
growth, and changing lifestyle. Moreover, high consumer spending over
the years by the young population (more than 31% of the country is
below 14 years) and sharp rise in disposable income are driving the
Indian organised retail sector‟s growth. Even small towns and cities are
witnessing a major shift in consumer lifestyle and preferences, and have
thus emerged as attractive markets for retailers to expand their presence.

1.2 Global Powers of Retailing

Emerging markets see continued high growth in retail demand. Despite

the economic slowdown in 2011, composite retail revenue soared for
companies based in Africa/Middle East, Latin America and Asia/Pacific
(excluding Japan). Growth continued to be fueled by burgeoning middle
classes, youthful populations and sizable foreign direct investment.

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Somewhat greater pricing flexibility in these markets also resulted in
above-average profitability for retailers in these regions. On the other
hand, Japanese retailers suffered a composite revenue decline in 2011. As
previously noted, the revenue drop for many of these retailers was due to
the earthquake disaster and resulting impact on the country‟s economic
environment. Nevertheless, Japan‟s share of Top 250 companies and
revenue increased owing to the exchange rate effect of a stronger yen
relative to the U.S. dollar in 2011.The performance of North American
retailers improved in 2011, with above-average revenue growth and
profitability. Productivity, as measured by return on assets, was also well
above average, outperforming all other regions. This group‟s strong results
are a bit surprising given the various negative influences faced by U.S.
consumers in 2011. Unemployment remained uncomfortably high and real
disposable incomes continued to decline. However, there was considerable
pent-up demand, and even though consumers remained price sensitive,
their willingness to take on new debt increased. As a result, consumption
regained much of the vigor lost during the recession.

Figure No. 1.1

Share of top 250 retail outlets by

Region
4% Africa
7% Japan
16% Other Asia
30%
7% France
Germany
5%
17% U.K
5% 3%
6% Other Europe

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RETAIL SCENE IN INDIA

Retailing is one of the oldest businesses that human civilization has

known. It acts as an interface between the producer and consumer,
improves the flow of goods and services and raises the efficiency of
distribution in an economy. For a strong, stable and consistently
growing economy, a well organized and efficient retail sector is a must.
Most of the developed and even emerging economies had adopted the
organized retail long ago and percentage share of organized retail in
total retailing has increased over the years. However, India, traditionally
a land of self sufficient villages, has continued to rely primarily on
small, close to home shops. It is only off-late with pick-up in pace of
urbanization and rising disposable incomes that the country started to
take a few steps towards the organized retailing. A good progress has
been made in last few years, and the retail industry is off late being
hailed as one of the sunrise sectors in the economy.

Fig 1.2 Market Share(Indiabulls)

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With India emerging as an important economic power and per-capita
income crossing the $1000 mark, the country has come to be regarded
as the „most attractive retail destination‟ globally. This has resulted in many
foreign companies eyeing India to continue their growth stories. Although
the foreign direct investment (FDI) in the sector has not been completely
liberal, foreign firms have entered in partnership with local companies
and the retail industry is ready to take off.

Industry Structure:

In India the retail sector is the second largest employer after agriculture,
although it is highly fragmented and predominantly consists of small
independent, owner – managed shops. Retail trade in the country has
burgeoned in the past decade, mainly on account of a gradual increase in
the disposable incomes of the middle and upper-middle class
households. More and more corporate houses including large real estate
companies are coming into the retail business, directly or indirectly, in
the form of mall and shopping center builders and managers. New
formats like super markets and large discount and department stores
have started influencing the traditional looks of bookstores, furnishing
stores and chemist shops. The retail revolution, apart from bringing in
sweeping, positive changes in the quality of life in the metros and bigger
towns, is also bringing in slow changes in lifestyle in the smaller towns of
India. Increase in literacy, exposure to media, greater availability and
penetration of a variety of consumer goods into the interiors of the
country, have all resulted in narrowing down the spending differences
between the consumers of larger metros and those of smaller towns.

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Retail sector in India is primarily categorized by the type of products
retailed, as opposed to the different retail formats in operation. The Food
and Grocery vertical is the largest segment and accounts for close to 60%
of the total value addition. This category has the highest consumer
demand across all income levels and various retail formats. The Indian
consumer behavior of preferring proximity to retail formats is highly
pronounced in this sector, with food, grocery and allied products largely
sourced from the local stores or push-cart vendors.

Fig 1.2 Indian Market Segment(Indiabulls)

Apparels and consumer durables are the fastest growing verticals in the
retail sector. Mobile phone as a product category has witnessed the
highest growth in consumer demand amongst all retail product offerings,
with increasing penetration of telecommunications in towns and villages.
Many other product categories are also gaining traction predominantly in
the urban areas and emerging cities, with increasing average income and
spending power of young urban India. Also, this segment has the fastest
pace of adoption towards organized retail as consumers are getting
increasingly willing to try new and innovative products.

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The Retail Revolution :

India is the 5th largest retail market in the world. The country ranks
fourth among the surveyed 30 countries in terms of global retail
development. The current market size of Indian retail industry is about
US$ 500 bn (IBEF, India Brand Equity Foundation) and is expected to
grow at the rate of 15-20% p.a. The retail industry is expected to increase
to US$ 750-850 bn by 2015 (according to a report by Deloitte). Retailing
has played a major role the world over in increasing productivity across a
wide range of consumer goods and services. In the developed countries,
the organised retail industry accounts for almost 80% of the total retail
trade. In contrast, in India organised retail trade accounts for merely 8-
10% of the total retail trade. This highlights a lot of scope for further
penetration of organized retail in India.

The sector can be broadly divided into two segments: Value retailing,
which is typically a low margin-high volume business (primarily food and
groceries) and Lifestyle retailing, a high margin-low volume business
(apparel, footwear, etc). The sector is further divided into various
categories, depending on the types of products offered. Food dominates
market consumption with 60% share followed by fashion. The relatively
low contribution of other categories indicates opportunity for organised
retail growth in these segments, especially with India being one of the
world's youngest markets.

Transition from traditional retail to organised retail is taking place due to

changing consumer expectations, growing middle class, higher
disposable income, preference for luxury goods, and change in the
demographic mix, etc. The convenience of shopping with multiplicity of

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choice under one roof (Shop-in-Shop), and the increase of mall culture
etc. are factors appreciated by the new generation. These factors are
expected to drive organized retail growth in India over the long run.

Retail in India - The Past, Present and Future

Before the decade of eighties, India with hundreds of towns and cities
was a nation striving for development. The evolution was being witnessed
at various levels and the people of India were learning to play different
roles as businessmen and consumers.

Retail-which literally means to put on the market, is a very important

aspect of every city. Without a well organized retail industry we would
not have our necessities and luxuries fulfilled. Be it our daily groceries or
fashion accessories and everything in between, retail industry brings us
the blissful experience of shopping. Though organized retailing industry
began much earlier in the developed nations, India had not actively
participated. However with its vast expanse and young population, India
in the 21st century emerges as a highly potential retail market. The
journey of retailing in India has been riveting and the future promises
further growth. Here is a complete picture deciphering the past, present
and future trends of Indian Retail Market.

Retail in India-Past

Before the decade of eighties, India with hundreds of towns and cities
was a nation striving for development. The evolution was being witnessed
at various levels and the people of the nation were learning to play
different roles as businessmen and consumers. The foundation for a

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strong economy were being laid, youth were beckoning new awareness in
all spheres. And this brought in an opportunity for retail industry to
flourish. First in the metros and major cities later to impact sub urban
and rural market as well.

Retailing in India at this stage was completely unorganized and it thrived

as separate entities operated by small and medium entrepreneurs in
their own territories. There was lack of international exposure and only a
few Indian companies explored the retail platform on a larger scale. From
overseas only companies like Levi's, Pepe, Marks and Spencer etc. had
entered targeting upper middle and rich classes of Indians. However as
more than 50 % population was formed by lower and lower middle class
people, the market was not completely captured. This was later realized
by brands like Big Bazaar and Pantaloons who made their products and
services accessible to all classes of people and today the success of these
brands proves the potential of Indian retail market.

A great shift that ushered in the Indian Retail Revolution was the
eruption of Malls across all regional markets. Now at its peak, the mall
culture actually brought in the organized format for Retailing in India
which was absent earlier. Though malls were also initially planned for
the higher strata, they successfully adapted to cater to the larger
population of India. And it no wonder, today Malls are changing the way
common Indians have their shopping experience. However there is still
great scope for enhancing Indian mall culture as other than ambience
and branding many other aspects of Retail Service remains to be
developed on international standards.

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To your surprise there was not a single mall in India a decade before and
just a few years ago only a handful of them were striving, today there are
more than 50 malls across different cities and 2 years from now around
500 malls are predicted to come up.

Indeed this shows a very promising trend ahead, however before taking a
leap into the future of Retail in India, let's see what the Indian retail
Industry is currently occupied with.

Retail in India - Present

At present the Retail industry in India is accelerating. Though India is

still not at an equal pace with other Asian counterparts, Indian is geared
to become a major player in the Retail Market. The fact that most of the
developed nations are saturated and the developing ones still not
prepared, India secures a great position in the international market. Also
with a highly diverse demography, India provides immense scope for
companies bringing in different products targeting different consumers.

According to the Global Retail Development Index, India is positioned as

the foremost destination for Retail investment and business
development. The factor that is presently playing a significant role here is
the fact that a large section of Indian population is in the age group of
20-34 with a considerably high purchasing power; this has caused the
increase in the demand in the urban market resulting in consistent
growth in the Retail business.

And though the metros and other tier 1 cities continue to sustain Retail
growth, the buzz has now shifted from these great cities to lesser known
ones. As the spending power is no longer limited to metros, every tier 2

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city in the country has good market for almost every product or service.
Due to this, tier 2 cities like Chandigarh, Coimbatore, Pune, Kolkatta,
Ahmedabad, Baroda, Hyderabad, Cochin, Nagpur, Indore, Trivandrum
etc. provide a good platform for a brand to enter Indian market.

However there are a few precautions for every brand that explores Indian
market. As Indian consumers are very curious and have a broad
perspective, they respond well to a new product or concept and there are
very fair chances of a brand surviving well, but every Indian consumer be
it an urbanite or a small town dweller needs a feeling of value for money.
Although labeled as tight fisted, Indian consumers are great spenders
once they realize that they are getting value for their money. Also new
product /service concepts from the western world are better adopted first
by the urban Indians, the smaller markets respond well to the need
based retailing rather than luxury concepts.

As the Indian retailing is getting more and more organized various retail
formats are emerging to capture the potential of the market.

 Mega Malls
 Multiplexes
 Large and small supermarkets
 Hypermarkets
 Departmental stores are a few formats which flourishing in the
both big and small regional markets

As the major cities have made the present retail scenario pleasant, the
future of the Indian Retailing industry lies in the rural regions. Catering
to these consumers will bring tremendous business to brands from every
sector. However as the market expands companies entering India will

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have to be more cautious with their strategic plans. To tap into the
psyche of consumers with different likes and dislikes and differing
budgets a company has to be well prepared and highly flexible with their
product and services. In this regard focusing on developing each market
separately can save a brand from many troubles.

Retail in India - The Future

The size of the Indian Retail market is currently estimated at Rs. 704
crores which accounts for a meager 3 % of the total retail market. As the
market becomes more and more organized the Indian retail industry will
gain greater worth. The Retail sector in the small towns and cities will
increase by 50 to 60 % pertaining to easy and inexpensive availability of
land and demand among consumers.

Growth in India Real estate sector is also complementing the Retail

sector and thus it becomes a strong feature for the future trend. Over a
period of next 4 years there will be a retail space demand of 40 million
sq. ft. However with growing real estate sector space constraint will not
be there to meet this demand. The growth in the retail sector is also
caused by the development of retail specific properties like malls and
multiplexes.

Factors that are playing a role in fuelling the bright future of the Indian
Retail are as follows:

 The income of an average Indian is increasing and thus there is a

proportional increase in the purchasing power.
 The infrastructure is improving greatly in all regions is benefiting
the market.

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  Indian economy and its policies are also becoming more and more
liberal making way for a wide range of companies to enter Indian
market.
 Indian population has learnt to become a good consumer and all
national and international brands are benefiting with this new
awareness.
 Another great factor is the internet revolution, which is allowing
foreign brands to understand Indian consumers and influence
them before entering the market. Due to the reach of media in the
remotest of the markets, consumers are now aware of the global
products and it helps brands to build themselves faster in a new
region

However despite these factors contributing to the growth of Indian retail

Industry, there are a few challenges that the industry faces which need
to be dealt with in order to realize the complete scope of growth in Indian
market. Foreign direct investment is not allowed in retail sector, which
can be a concern for many brands. But Franchise agreements
circumvent this problem. Along with this regulations and local laws and
real estate purchase restrictions bring up challenges. Other than this
lack of integrated supply chain and management and lack of trained
workforce and flux of the market in terms of price and product choice
also need to be eliminated. Despite these challenges many international
brands are thriving in the Indian market by finding solutions around
these challenges. A company that plans to enter Indian market at this
time can definitely look forward to great business if it analyzes and puts
efforts on all parameters and with Good Planning, Timely Implementation
and a media campaign that touches Indian consumers any brand can go
far ahead in the Indian Retail Revolution.

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Government Initiatives
The Government of India has allowed 51 per cent FDI in Multi-Brand
Retail Trading (MBRT) and 100 per cent in Single-Brand Retail Trading
(SBRT)(Investment Policy). According to the existing policy, foreign
retailers investing more than 51 per cent can open outlets across the
country on the condition that 30 per cent of their sourced sales would
come from small to medium-sized domestic enterprises. Further, global
chains will now need to invest only 50 per cent of the initial compulsory
investment of US$ 100 million in setting up cold storages and
warehouses in India.
Foreign chains have been given the green signal to set up stores in cities
with a population of less than one million. Earlier, supermarkets could
only commence their operations in 53 cities, the ones with a population
of more than a million.

Top Retail Companies in India

Here is a list of top Retail Companies in India ; these are the best
companies in retail sector offering fashion, lifestyle, food, electronics,
vegetable products and solutions. Ranking process of these top Retail
Companies in India is frequently being updated the expert team of India.

1. Reliance Retail Limited

Corporate office – Mumbai, Maharashtra | Establishment –
2006 Business –Retail | Website – www.ril.com |
Reliance retail limited was incorporated in 2006, a part of Reliance
industries. The company has been rated among the best retail
companies in India. It offers complete retail solutions such as food
items, lifestyle, fashion, consumer electronics products, home

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 decorative products etc. The company has a total of 1500 outlets
in the country.

2. Pantaloons Retail Limited

Corporate office – Mumbai, Maharashtra | Establishment –
1997 Business – Retail | Website – www.pantaloonsfashion.com |
It is a flagship company of Future group and one of the leading retail
company in India. The company has more than 1000 outlets across
the India and 35000 employees. Company‟s brands include
Big Bazaar, food Bazaar Brand factory, Top 10 and Sitara.

3. Provogue India Ltd

Corporate office – Mumbai, Maharashtra | Establishment –
1997 Business – Retail and Manufacturing | Website –
www.provogue.com
It is a lifestyle and fashion company which was established in
1997. The company‟s offering include men‟s wear, women‟s wear,
fashion accessories, apparel and numerous other products. It has
over 250 stores all across the country and rated among the top
most trusted brands in India by trust research committee in year
2011.

4. Shoppers Stop
Corporate office – Mumbai, Maharashtra | Establishment –
1991 Business – Retail | Website – www.shoppersstop.com |
Shoopers Stop is a well known name in retail industry in India and
ranked among the top retail brands in India. The company is
operated and managed by K Raheja Corp Group and was

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 incorporated in year 1991. It has total 61 stores in India and offers
national and international brands of apparel, fashion and lifestyle.

5. ITC -LRBD
Corporate office – Kolkata, West Bengal | Establishment –
1910 Business – Retail | Website – www.itcportal.com |
Lifestyle Retailing Business division is a premier clothing retail
company in India branding through Wills Lifestyle and John
players. The Company has a diversified range of business activities
in FMCG, Hotels, Paper board, Packaging and Agriculture.

6. Trent Ltd.
Corporate office – Mumbai, Maharashtra | Establishment –
1998 Business – Retail | Website – www.mywestside.com |
It is a fully owned Tata group company which was incorporated in
1998 operates under brand name of Westside, Star Bazaar,
Fashion yatra and Landmark. The company offers Men‟s & women‟s
footwear, cosmetics and fashion accessories from their retail
store located in more than 30 cities in the country whereas
Landmark store deals in book and music business.

7. McDonald’s
Corporate office – Oak Brook, Illinois, U.S | Establishment –1940
Business – Restaurants | Website – www.aboutmcdonalds.com |
McDonald is leading global food service provider which has existence
in more than 130 countries worldwide. The company started India
operation in 1996 and has more than 300 food chain

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 restaurants in the country. It is a Joint venture with two Indian
companies in north & east and south & western region respectively.

8. Aditya Birla Retail

Corporate office – Mumbai, Maharashtra | Establishment –
2006 Business – | Website – www.adityabirla.com |
Aditya Birla retail limited is a subsidiary of Aditya Birla group
established in year 2006 which owns over 500 supermarkets and
15 hypermarkets. The company is rated as top 10 retail companies
in India and received prestigious Master brand Award 2012 by
World Brand congress in retail brand category.

9. Titan Industries
Corporate office – Bengaluru, India | Establishment – 1984|
Business – Jewellery and Watch retail| Website – titan.co.in |
Titan is joint venture between Tata group and the Tamil Nadu
Industries development corporation established in year 1984. Titan
is dominating the Indian Watch Industry since then and become
global international brand. Titan also has a great retail presence in
jewellery business and its brand Tanishq is one amongst the top
jewellery brand in India.
10.Kewel Kiran Clothing Limited
Corporate office – Mumbai, Maharashtra | Establishment – 1971
Business – Clothing Retail | Website – www.kewalkiran.com |
Kewel Kiran is a clothing manufacturing and retail company which
was established in 1971. The company‟s major brands include killer,
Lawman PG3, Integriti and Killer. It has more than 100

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 stores in India and it is a well known name in retail industry
in India

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 COMPANY PROFILE

"Growth has no limit at Reliance. I keep revising my vision Only

when you can dream it, you can do it."

- Dhirubhai H. Ambani

Founder Chairman Reliance Group

(December 28, 1932 - July 6, 2002)

2.1 INRODUCTION:

The Reliance Group, founded by Dhirubhai H. Ambani (1932-

2002), is India's largest private sector enterprise, with businesses in the
energy and materials value chain. Group's annual revenues are in excess
of US$ 25 billion. The flagship company, Reliance Industries Limited, is a
Fortune Global 500 company and is the India‟s largest private sector
company.
Backward vertical integration has been the cornerstone of the
evolution and growth of Reliance. Starting with textiles in the late
seventies, Reliance pursued a strategy of backward vertical integration -
in polyester, fiber intermediates, plastics, petrochemicals, petroleum

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refining and oil and gas exploration and production - to be fully
integrated along the materials and energy value chain. The Group's
activities span exploration and production of oil and gas, petroleum
refining and marketing, petrochemicals (polyester, fiber intermediates,
plastics and chemicals), textiles and retail.

Reliance enjoys global leadership in its businesses, being the

largest polyester yarn and fiber producer in the world and among the top
five to ten producers in the world in major petrochemical products. The
Group exports products in excess of US$ 15 billion to more than 100
countries in the world. There are more than 25,000 employees on the
rolls of Group Companies. Major Group Companies are Reliance
Industries Limited (including main subsidiaries Reliance Petroleum
Limited and Reliance Retail limited), Indian Petrochemicals Corporation
Limited and Reliance Industrial Infrastructure Limited.

2.2 COMPANY’s VISION, MISSION & VALUES:

Vision

 Through sustainable measures, create value for the nation,

 Enhance quality of life across the entire socio-economic
 Spectrum and help spearhead India as a global leader in
 The domains where we operate.

Mission

 Create value for all stakeholders

 Grow through innovation
 Lead in good governance practices

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  Use sustainability to drive product development and enhance
operational efficiencies
 Ensure energy security of the nation
 Foster rural prosperity
Values
 Our growth and success are based on the ten core values of Care,
facility, next stands the factor More Variety with score 565, then
stands the factors Good Quality which accounts for 546 and finally
comes the factor Product Availability with least score that is 528.

From the above analysis it interpret that People mostly come to organized
retail as they get quality products on affordable prices at more
discounts/ offers under one roof. It is also clearly known that organized
retail stores sells their goods at a discounted price as compared to the
market. Even it provides a good service and ambience to its customers
who encourage them to visit and shops more and more times.
57 Page
3) Objective: To Study the overall performance of
the Reliance Fresh

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5.3.1 Target Customers Rating Reliance Fresh on the basis of the
following Factors:

5.3.1 Table Respondents rating reliance Fresh on following

Factors(n=150):

Note:-1= Very Poor, 2= Poor, 3= Average , 4= Good, 5= Very Good

Rating Scale Very Good Average Poor Very Cumulative Rank

Good Poor Score
New Products 375(75) 136(34) 60(20) 26(13) 7(7) 604 1

Bulk Purchase 215(43) 148(37) 126(42) 50(25) 3(3) 542 5

Location 230(46) 192(48) 159(53) 4(2) 1(1) 586 2

Good Will 270(54) 136(34) 69(23) 74(37) 2(2) 551 4

Discount 210(42) 168(42) 126(42) 22(11) 13(13) 539 6

schemes
Shopping 215(43) 204(51) 102(34) 38(19) 3(3) 562 3
Experience

Figure 5.3.1 Respondents rating reliance Fresh on following

Factors(n=150)

Rating Scale
Shoping
Shoping Experience
 Experience, 562
Discount
Discount schemes
schemes, 539
Good Will Good Will, 551

Location Location, 586

Bulk
Bulk Purchase
Purchase, 542
New
New Products
Products, 604
500 520 540 560 580 600 620

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From the above fig. 5.3.1, we can see that the highest cumulative score is
scored by the factor New Products that is 604, second comes the
parameter Location with 586 score, Shopping Experience with 562
then comes Good Will with 551, Bulk Purchase with 542 and Discount
Schemes comes last with score 539

5.3.2 Target Customers- Preferred Shopping mall

5.3.2 Table Preferred shopping mall by Customers (n=150)

Preferred Store No. of Customers Percentage

Reliance Fresh 96 64

Big Bazaar 46 30.7

Heritage Fresh 2 1.3

Grocery store 6 4.0

Total 150 100

Figure 5.3.2 Preferred shopping Store by Customers (n=150)

Preferred shopping Store

Reliance Fresh Big Bazaar Heritage Fresh Grocery (Kirana shop)

1%
4%

31%

64%

From the above Figure 5.3.2, we can clearly see that larger part of the
Figure is occupied by the respondents who choose Reliance Fresh that

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is 64%, 31% of the respondents choose Big Bazaar, 1% of the
respondents choose Heritage Fresh and 4% of the respondents choose
Grocery Store i.e..,, Kirana store for purchasing daily needs.

5.3.3 Target Customers- Awareness of Reliance Private Brands

5.3.3 Table Awareness of Reliance Private Brands by Customers

(n=150)

Awareness Of Reliance Brands No. Of Customers Percentage

Yes 92 61.3

No 58 38.7

Total 150 100

Figure 5.3.3 Awareness of Reliance Private Brands by Customers

(n=150)

Awareness of Reliance Private Brands

by Customers

No
39%

Yes
61%

From the Fig 5.3.3, we can clearly see that the larger bar is occupied by
the respondents who are aware of the Reliance Private brand that is

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61.3% and 38.6% of the respondents accounts for the smaller bar in
the Figure that is they are not aware of the Private brands of Reliance.

5.3.4 Target Customers- Brand Preferred

5.3.4 Table Brand Preferred by Customers (n=150)

Brand Preferred No. of Customers Percentage

Reliance Select 30 20

Others 120 80

Total 150 100

Figure 5.3.4 Brand Preferred by Customers (n=150)

Brand Preferred
Reliance Select
20%

Others
80%

In the Fig. 5.3.4, 80% of the respondents prefer to buy Other Brand
Products, while 20% of the respondents prefer to purchase
Reliance Private brand Products.

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5.3.5 Target Customers- awareness of Promotional Offers (n=150):

5.3.5 Table Awareness of Customers regarding Promotional Offers at

Store(n=150)

Awareness Of Promotional No. Of Customers Percentage

Offers

Yes 112 75

No 38 25

Total 150 100

Fig. 5.3.5 Awareness of Customers regarding Promotional Offers at

Store(n=150)

Percentage

No
25%

Yes
75%

In the Fig. 5.3.5, 74.6% of the respondents say that they are Aware of
the Promotional Schemes offered by the store and 25.3% of the
respondents say that they are Not Aware of the promotional Offers at the
store.

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5.3.6 Target Customers- Aids that they encounter (n=150):

5.3.6 Table Aids that are encountered by Customers (n=150)

Aids No. of customers Percentage

Hoardings & Boarding's 34 23

Leaflets & Pamphlets 80 53

Through SMS 36 24

Total 150 100

Fig. 5.3.6 Aids that are encountered by Customers (n=150)

Aids Used
Haordings,Boardi
ngs, and
Paintaings,
23%

Message on
cellphone
24%

Leaflets &
pamplets,
53%

From the Fig. 5.3.6, 53% of the respondents say that they encounter
mostly Leaflets And Pamphlets, 24% of the respondents say that get
SMS in regular intervals regarding the Promotional offers and
discounts, while 23% of the respondents say that they get to know the
offers by Boarding's & Hoardings.

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 5.3.7 Target Customers opinion regarding Attractive Offers (n=150):

5.3.7 Table Respondents opinion regarding Offers (n=150):

Attractive Offers No. of respondents Percentage

Strongly Agree 58 39
Agree 45 30
Neither Agree/ Nor 41 27.3
Disagree

Strongly Disagree 6 4
Total 150 100

Fig. 5.3.7 Respondents opinion regarding Offers (n=150)

Attractive Offers
Strongly Agree Agree Neither Agree/ Nor Disagree Strongly Disagree

4%

27.3 39%

30%

In the Fig. 5.3.7, 39% of the respondents Strongly Agree that the offers
offered at Reliance Fresh are attractive, 30% of the respondents Agree
that they are attractive, while 27.3% of the respondents Neither Agree/
Nor Disagree with the same and the remaining 4% of the respondents
Strongly Disagree.

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5.3.8 Target Customers - Expected Service (n=150):

5.3.8 Table Expected services by the respondents (n=150):

Services Expected No. Of Customers Percentage

Fast Billing 69 46
Customer Service 24 16
Provision of Polythene 30 20
Maintenance of Hygiene 27 18
Total 150 100

Fig. 5.3.8 Expected services by the respondents (n=150):

Service Expected

Maintanance
of Hygiene
18%
Fast Billing
Provision of 46%
Polythene
20%
Customer
Service
16%

From the fig. 5.3.8, 46% of the respondents expect improvements in Fast
Billing, 20% of the respondents expect the Provision of Polythene
Covers rather than net bags, 18% of the respondents expect
Maintenance of Hygiene and 16% of the respondents expect Value
Added Customer Service

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 6) Chapter-Findings:

After completing the survey and analyzing the responses of the

persons contacted, the following findings can be availed.

 Consumer life styles and spending pattern are changing, more and more
customers are visiting Organized Retail Store.
 Demography of Hyderabad city is perfect for retail business. In this area,
majority of the consumers fall in the age group of 26-40 that is 32% and
32.5% of the respondents belongs to 41-50 as the most of the
respondents come in the young age, these age group are tend to have a
fast and busy life hence they prefer to shop in well organized outlet and
old aged like to visit outlet, which is nearby rather than a unorganized
mandi which is far off.
 Hyderabad city is a mixture of joint family and nuclear family as per the
family life cycle, 46.6% come under family cycle with married with
dependent Children, followed by 26% that is Newly married with no
Children.
 Residential areas of the Hyderabad city are well employed which
accounts for 49.3% 26.7% of the respondents are entrepreneur because
of which, they prefer to buy ready to eat, ready to cook sort hence they
prefer organized store where everything is graded as per the quality
norms.
 As we know, in this area, most of the respondents are service holders,
this means, 30% respondents are under income group of 10000-
20000rupees/month and 30% under 30000-40000rupees/month, 25.3%
comes under the income group of 20000-30000 hence at Reliance Fresh
people come for shopping for their daily needs as they get value for their
money.

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 So we can conclude that, Reliance Fresh is the hub of shopping for
middle class income group. as the store offers reasonable prices on
each and every They are: Through “frequency marketing programs
(FMPs), we can provide rewards to customers who buy frequently
and/or in substantial amounts.

Store can offer “price club cards” to its customers that provide member
customers with unadvertised discounts on particular items.

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 8) Chapter- CONCLUSION.

Undoubtedly, the retail sector is one of the key sectors in the Indian
economy. The major contributive part of retailing in the Indian economy
would ensure the prosperity of the nation in terms of employment
creation and deployment of resource. However, the spread of organized
retailing among various countries varies depending upon the socio-
economic factors related to the country. With the changing demographic
features and improvement in quality of life of urban India, the Indian
retail sector is witnessing a tremendous growth.

This study is mainly focused on the factors which generally influence the
consumer whilst their purchase at the organized retail sector.
Apparently, the retail consumer attitudinal dimension forces them to
have diversified patterns at various buying spots. The situation makes
the Reliance Fresh more vigilant about adopting consumer-friendly
marketing strategies in terms of selling the best quality products and
services continuously to the consumers.

It seemed from the study that the customers are quite satisfied with
Reliance Fresh. Reliance Fresh is a major shopping mall for today‟s
customers. It is a place where customers find variety of products at a
reasonable price. Reliance Fresh has a good reputation of itself in the
market. It has positioned itself in the market as a discounted store. It
holds a huge customer base. The majority of customers belong to middle
class family. The youth generation also likes shopping and moving
around Reliance Fresh. Volume sales always take place in Reliance
Fresh. Impulse buying behavior of customers comes in to play most of
the times at store.

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So that Company can enhance its business or increase its sales by doing
these things; provide better customer service than its competitors,
increase the variety of merchandise with deep assortment, arrangement
of product should be in proper way that creates good store image,
provide membership card to the customers. Company should also
include more categories in the food section of the store, provide parking
space and employ knowledgeable sales staff.

76 Page
 BIBLIOGRAPHY

Literature Review :-

Berman B and Evans J.R, (2008). Retail Management, 10th edition,

Published by Pearson education,Inc.

Burlakanti & Romala srinivas, (2013). “The Most Influential Factors Of

Consumers Buying pattern At Organized And Unorganized Retail Stores
With Special Reference to Kakinada City, Andhra Pradesh” Indian
Journal of Marketing, 62, pp. 14 – 23.

Carpenter and Moore, (2006). "Consumer Demographics, Store

Attributes and Retail Formats Choice In the US Grocery British Food
Journal of Retail & Distribution Management, 34, pp.434 – 452.

Dr. Rajkumar& miss priyanka, (2012). Service quality dimensions

and behavioral intentions Of reliance fresh, 1,(4), pp. 42-43

Kishore, B. (2005). Who Will Execute The Great Indian Retail Dream?
Image Retail, 1, pp. 14-22. Smita V.G. (2012). “Factor influencing the
Buying Behaviour of Organized Retail Consumers: A study on Food and
General Stores in Visakhapatnam.” Indian Journal of Marketing, 49, pp.
23 - 33.

Kumar, Thirunavukkarasu, (2011). An Empirical Study on

Customer Contentment towards Reliance Fresh , PP 73-75
Louden D.L. & Bitta Delia (2010). Consumer behavior, 4th
edition, published by Tata Mc. Graw hill.

77 Page
Srivastava, R.K. (2008). "Changing retail scene in India”, International
Journal of Retail & Distribution Management, 36 (9), pp.714 –721.

Internet Web Page:-

A brief report on Retail Sector in India August 2012.

A T Kearney (2010). Global Retail Development Index (GRDI) 2010.

Equtitymaster.com
http://www.dnb.co.in/IndianRetailIndustry/overview.asp
http://www.equestindia.com/eq/article_3.asp

http://www.imap.com/imap/media/article_documents/IMAP_Global_Re
tail_Industry_Report__BEDF5F30C7201.pdf
http://www.integraluniversity.ac.in/12052010/Kalyansundaram.pdf
http://www.plunkettresearch.com/retailing-stores-market-
research/industry-and-business-data

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 Questionnaire

Dear Sir/Madam,

I request you to please co-operate & fill the questionnaire

to facilitate our study.

Your information will be kept confidential & will be used only

for study purpose.

Name: ________________

Address (location): __________________

Contact No: ______________

Gender: Male Female

Please let me know a little more about yourself.

Q.1) Please specify your Age group (years);

(a) 18-25 (b) 26-40 (c) 41-50

(d) Above 50

Q.2) Your family life cycle;

(a) Bachelor (b) Newly married without children

(c) Married with dependent children

(d) Married with independent children

Q.3) Your Educational Qualification;

(a) Under Graduate (b) Graduate (c) Post Graduate

(e) Others………….

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Q.4) Occupation:

(a) Business

(b) Employee (c) Professional

(d) House wife (e) Student (f) Others ………….

Q.5) Please specify your monthly household income (Rs.)

(a) Less than 10,000 rupees/month

(b) 10,000 to 20,000 rupees/mon

(c) 20,000 to 30,000 rupees/month

(d) 30,000 to 40,000 rupees/month

(e) Above 40,000 rupees/month

Q.6) How often do you visit Big Bazaar?

First time Once a week Twice a week

Weekends

Once a month Anytime During special offers

Q.7) What is your purchase plan before coming to Big-bazaar?

a) To purchase b) Just for visit

c) To know about the new offer

d) To know the new products e) If good offer found than to

purchase

Q.8) Which are the sections you normally purchase the product?

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(a) Grocery (Staples, pulses)
(b) Fruits & Vegetables

Q.9) On an average how much amount of money do you spend in a

visit to Big Bazaar?

(a) Below 500 (b) 500 – 1000

(c) 1000 – 1500 (d) 1500 – 2000 (e) More than 2000

Q.10) Where do you generally prefer to shop food, groceries, fruits &
vegetables?

Big bazaar Reliance fresh

Grocery (kirana) shop Heritage Fresh

Q.11)Are you aware of Reliance Fresh own private brands:

Yes No

Q.12) Which brand does u generally prefer while purchasing

groceries from Reliance Fresh?

Reliance Select Others

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Q.13) Which factors do you generally prefer to shops from organised

Note:-1= Never, 2= Rarely, 3= Often, 4= Mostly, 5= Always

Factors Always Mostly Often Rarely Never Cumulative Rank

Score
Good Quality
More Variety
Product
Availability
Parking
Facility
Near to
Residency
Value Added
Service
retail? Please put a mark.

Q.14) Rate the following factors in accordance with the retail

shops where you would like to

buy? [On the scale of 1 – 5 where 1.Very good 2. Good 3. Average 4.

Poor 5. Very poor]

Note:-1= Very Poor, 2= Poor, 3= Average , 4= Good, 5= Very Good

Rating Scale Very Good Average Poor Very Cumulative Rank

Good Poor Score
New
Products

Bulk
Purchase

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 Location

Good Will

Discount
schemes
Shopping
Experience

Q.15) Are you aware of promotional offers at Big Bazaar?

Yes No

Q.16) Which is the advertisements of Reliance Fresh you come across?

Hoardings, Boardings & Paintings

Leaflets & Pamphlets

SMS Service

Q.17) The Promotional offers at Big Bazaar are attractive and induce
you to make a purchase?

Strongly Agree Agree

Neither Agree/Nor Dis-agree

Dis-agree

Strongly Dis-agree

Q. 18) What kind of do you expect from improvement Reliance Fresh?

Value added Service Fast Billing

Provision of Polythene

Q. 19) Please suggest any improvements if any?

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