ON THE FACTORS RESPONSIBLE FOR CUSTOMER SATISFACTION IN RELIANCE MART IN RANCHI REGION (DURING THE PERIOD OF MAY-JUNE 2009)

Submitted in the Partial Fulfillment of the Post Graduate Diploma in Management (2008-10) Submitted To Mr. Anil Singh (HR. Head) Reliance Retail Ltd

A PROJECT REPORT

Submitted by Satish Tiwari PGDM (IPM Meerut)

ACKNOWLEDGEMENTS
The Summer Internship at Reliance Retail Ltd, Ranchi has been a quantum leap in terms of practical savvy understanding of management concepts, sincerity, diligence, and responsibility and above all self-confidence. In particular, I would like to extend my heartfelt gratitude to Mr. Anil Singh (H.R Head) & Miss Alankrita Kujur (H.R Manager) Reliance Retail Ranchi who gave me the opportunity to do my summer training in Reliance Retail 2

Ranchi & without whose facilitation and cooperation, this project would not have been so fulfilling. 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 (20082010) 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 Research Objective. 20 Analysis.. 21 Findings.. 43 Recommendation.45 Conclusions..47 Limitations.48 SIP Weak wise49 Customer Database..57 Glossary.65 Questionnaire.66 Bibliography.69
Reliance retail eastern zone.. 18

PREFACE
Reliance Retail Jharkhand gave me the opportunity to undergo practical summer in their organization. I have done specific project on The Factors responsible for customer satisfaction in Reliance Mart during my training period.

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

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 study makes effort to ascertain the satisfaction level of customer of Reliance Hyper mart through survey so that company would be able to come up to the expectation level of its customer. The company can come up to the expectation only by finding out the problem that customer are facing during their purchase from Reliance Hyper mart. The subject has been taken for the research as it plays success of retail sector. key role in the

No company can think of selling their product without having satisfied customer. No company can survive in long run without coming up to the expectation level of customer. So to know the customer satisfaction level such research is very important. In short it is the level of satisfaction that is link between end-user and company. As long as the company is able to satisfy its customer, customer would remain in the bracket of loyal customer. Hence it is very essential to understand the customer satisfaction and to measure the satisfaction level time to time as there is always scope of improvement. 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.

RESEARCH METHODOLOGY
8

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. Defining the problem and research objectives Develop the research plan Collect the information Analyze the information Present the findings Make the decision

RESEARCH DESIGN A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Descriptive research is used in the preparation of the project. There is some point and facts which were not found earlier hence exploratory research is used. A descriptive research technique is also used as I again worked upon those facts which were earlier found by some other. SAMPLE DESIGN Non probability sampling (Convenience sampling) is used because of restriction of time.

DETA COLLECTION METHOD 9

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 Companies website, Internet, Research Apparatus Survey Method Research Instruments Observation, Questionnaire and Personal Interview Sample Universe The catchment area of the Reliance Hyper mart: - Kanke Road, CMPDI, 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

INTRODUCTION
11

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 Over time, producers would have seen value in deliberately over-producing in order to profit from selling these goods. Merchants would also have begun to appear. They would travel from village to village, purchasing these goods and selling them for a profit. Over time, both producers and merchants would regularly take their goods to one selling place in the centre of the community. Thus, regular markets appeared. The First Shops Eventually, markets would become permanent fixtures i.e. shops. These shops along with the logistics required to get the goods to them thus it leads to the start of the Retail Trade. Origins of Retail Chains It is likely that, as markets became more permanent fixtures they evolved into shops. Although advantageous in many respects, this removed the mobility that a peddler or traveling merchant may still have enjoyed. For some shopkeepers, it made sense to obtain extra stock and open up another shop, most probably operated by another family member. This would recover business from peddlers, create new business and the greater volume would allow the shopkeeper to strike a better deal with suppliers. Thus the Retail Chain would have started. It is thought that this process was started in China over 2200 years ago with a chain of shops owned by a trader called Lo Kass. Excavations reveal that shops in ancient Rome were, in many respects, much like small shops are today, so it is most likely that retailer chains existed then. From Family Business to formal structure although retail chains would have been mostly run by families, as some chains grew, they would have needed to employ people from outside of their family. This was a limiting factor as there would have been a limit to the amount of trusted non family members available to help run the chain. Another, even more definite limiting factor was the distance the furthest shop would have been from the original shop. The greater the distance, the more time and effort would have been needed 12

to effectively manage outpost shops and to service them with goods. There was, therefore, a natural barrier to expansion. That was the case until transport and communications became faster and more reliable. When this happened towards the end of the 19th century, chains became much bigger and more widespread. Many of these businesses became more structured and formalized, leading to the retail chains that we see today. How Retail Developed Peddlers and Producers The Retail Trade is rooted in two groups, the peddlers and producers. 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 Caseys 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 Up until the introduction of self-service stores, customers would simply ask the shopkeeper for their goods. The shopkeeper would price them (weighing them if necessary), pack them in a bag or other container (often supplied by the customer), tot up the bill and receive payment. There was a personal oneto-one relationship between customer and shopkeeper. The First Self-Service Store. This all changed in 1915 when Albert Gerrard opened the Groceteria in Los Angeles, the first documented self-service store. This was soon followed a year later by the Piggly Wiggly self-service store, founded by Clarence Saunders in Tennessee in the U.S. Efficiency 13

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. With a 27% share of world GDP, retail is a significant contributor to overall economic activity across the world. Of this, organized retailing contributes between 20% to 55% in various developing markets.

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OVERVIEW OF INDIAN RETAIL SECTOR The Indian retail industry is pegged at $ 300 billion and growing at over 13% per year. Of this, presently, organized retailing is about 5%. This is expected to grow to 10% by 2011. Size of Indian Retail India is one of the 10th largest retail markets in the world. Organized retail constitutes about 5 % of total retail sales. However organized retail has been growing at over 40% p.a. in last two years.

Structure of Indian Retail Indian retail sector is highly fragmented mostly owner runned mom and pop outlets. Retail chain such as Pantaloons, Trent and RPG retail has growing rapidly while Reliance, Aditya Birla Group is pumping huge money in retail sector. Dairy Farm, Metro, Shoprite and Mark & Spencer are some international retailers which are present in India.

COMPANY PROFILE
RELIANCE RETAIL LTD
15

Growth Through Value Creation

Reliance Retail Limited, a 100% subsidiary of Reliance Industries Limited, was set up to lead Reliance Groups foray into organized retail. 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 Indias 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 agribusiness 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. Reliance is gearing up to revolutionize the retailing industry in India. Towards this end, Reliance is aggressively working on introducing a pan-India network of retail outlets in multiple formats. 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. 16

Through multiple formats and a wide range of categories, Reliance is aiming to touch almost every Indian customer and supplier. Reliance Retail has announced plans to set up one store for every 3,000 families within a radius of 2 km across all locations by 2011. The company is competing directly with the large number of traditional local provision stores. Reliance Retail is either going to set up new stores in the identified areas or take over existing stores. The company has already done that in Mumbai and other cities. Of the four million sq ft of retail space to be created under the Reliance Fresh brand (for groceries), one million will be through acquisitions. The retailer is also moving into laundry, personal care and apparel product lines, in which it plans to launch private labels. To strengthen its links with farmers, the company is setting up integrated agri-retail business centers, which include three processing and distribution centers, 51 retail outlets for farmers and 75 rural business hubs, all with an investment of US$445 million. Reliance Retail would build a business that would focus on competitive offerings to Indian consumers across several verticals: Integrated food and grocery, items of daily household consumption, apparels and footwear, electronic goods, lifestyle products and services, home essentials and improvements, farm implements and inputs, distribution of energy products and services, distribution of travel and financial services, entertainment and leisure experiences, health and well-being products and services and educational products and services. It would develop partnerships to bring the best of luxury brands from all over the world to India and it would also develop linkages with opportunities in agriculture and food processing. The company would have a pan-India footprint covering 1,500 cities and towns and embracing all strata of the society. Presently Reliance Retail Limited has 706 stores across 13 states.

RELIANCE MART Reliance mart hyper mart Type-hypermarket Founded-30 October 2006 17

Headquarters-Mumbai, India Key people-Mr Mukesh Ambani, CEO Industry-Retail Punch line-Growth Through Value Creation Website-www.ril.com

Reliance Mart is the retail chain division of Reliance Industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores at Hyderabad on 3 November 2006. The Reliance Mart Hypermarket chain is RILs Rs 25,000 crore venture and it plans to add more stores across different region by year 2011. Reliance plans to invest Rs 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. The Hyper marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars dairy products,apparel,CDIT products,Footwears,lifestyle products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Also Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company. The company also has plans to train students and housewives in customer care and quality services for part-time jobs. 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.

RELIANCE RETAIL EASTERN ZONE

Eastern Zone comprises of three state :Jharkhand Orrissa 18

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

Total No of store in Jharkhand - 23 Operation started in Ranchi 19th March 2007

Hyper Mart 20

Kanke Road Ranchi RELIANCE MART, KANKE ROAD RANCHI Reliance Hyper Mart (Maru Tower) Founded: - 8 August 2007 Code: Area: 6048 33333 sq foot.

Carpet Trading: - 26120 sq foot No. of SKU: - 14000 It consists of 14000 SKU of following categories 1. Staples 2. Processed Food 3. Hard-line 4. Homecare 5. Baby care 6. Beverages & Confectionaries 7. Dairy 8. Non Food 9. Apparel 10. lifestyle 11. electronics 12. footwear 13. stationary 14. Home dcor

RESEARCH OBJECTIVES
1. To study the expectation level of customer from Reliance Mart. 2. To study the problem faced by Customer. 3. To study the role of promotional offer/scheme in customer satisfaction. 4. To study the service quality offered by Reliance Mart in term of Reliability, Assurance, Tangibility, Empathy, Responsiveness. 5. To study the role of 4Ps in customer satisfaction. 21

6. To study the consumer preference of particular retail shop. 7. To increase the footfall in Reliance Mart through promotional program.

ANALYSIS
1. Customers visit to Reliance Mart.

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 O c c as io n a lly

39%

It is clear from the graph that only 10% of the respondent are the daily customer of Reliance Mart, 8% respondent are weekly visitor and only 6% of respondent are alternate day customer. But the major 39% of the respondent are monthly shopper means these customer makes bulk purchase and if they have some small requirement then they purchase it from shops near by their house hence some special offer/discount should be given to these customer to lure them. 37% of the respondents are occasionally visitor as per their requirement for this 37% respondent it is very necessary to generate their need to make them aware regarding new product. 2. Customer expectation from Reliance Mart.

23

Customers expectation from R eliance Mart

All of the time 8% 33% 40% 19% Most of the time some of the time 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.

3. Customer attraction towards Reliance Mart from its competitor.

24

6% 23%

12% 18%

Price Product assortment Product quality Promotional offer Employee behaviour

7% 15% 19%

All of the above 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. Only 7% of respondent are attracted to Reliance Mart because of Employee behavior. (It shows that Employee behavior should be monitored because only 7% of respondent attract toward Reliance Mart because of Employee behavior, so employee should be motivated in correct direction so that their behavior toward customer would improve as it leads to customer satisfaction and customer satisfaction leads to increase in over all sale of 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. 6% of the respondent says that they come to Reliance Mart because of Location. Point to be noted that only 6% of the respondent come to Reliance Mart because of location. (Location plays major role in increase of sales)

4. Whether Customer Service Desk Co-operative.

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 dont find customer service desk co-operative, means there is some loophole here, is some Gap. This Gap should be filled as early as it possible so that 10% into 20% or 30% or 40% etc. No would also be converted into Yes. Other wise this Gap would widen and 10% would convert

5. Satisfaction related to billing process? 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.

6. Satisfaction with the ambience of store. 27

4%

Very Satisfied -----5 Some what satisfied -----4 63% Neither satisfied nor Dissatisfied ---3

33%

Very Satisfied 5

Somewhat satisfied 4

Neither satisfied nor dissatisfied 3

Some what Very dissatisfied dissatisfied 2 1

63% of 33% of 4% of 0% of 0% of Respondent Respondent Respondent Respondent respondent 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. Only 4 % of the respondents rates 3 out of 5 that is neither satisfied nor dissatisfied. Not even a single respondent rated 1 or 2 out of 5 that is some what dissatisfied or very dissatisfied. Hence research shows that the satisfaction level regarding the ambience of store is very high and it should be maintained.

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7. Effect of CSA in purchase.

60% 50% 40% % of Responden 30% t 20% 10% 0% Very often 53% Someti Rarely mes 17% 5%

Often 23%

Never 2%

Series1

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.

8. Attractiveness of promotions. 29

Very attractive 8% 4% 19% Fairly attractive Neutral Not so attractive 49% Not at all attractive
Not so Not at all attractive attractive 2 1

20%

Very attractive 5

Fairly attractive 4

Neutral 3

19% of 49% of 20% of 8% of 4% of Respondent Respondent Respondent Respondent respondent 19% of the total respondents view promotions Very attractive. On Likert scale it is 5 out of 5 49 % of respondents view promotions Fairly attractive. On Likert scale it is 4 out of 5. 20% of Respondent view promotions Neutral . On Likert scale it is 3 out of 5. 8% of respondents find promotions not so attractive. On Likert scale it is 2 out of 5. 4% of total respondents find promotions not at all attractive, that is on likert scale it is 1 out of 5. Primary work of promotion is to attract more and more customer. If it is not effective to attract customer then there is no use of such promotion. Promotion offer should be made keeping in view, mind of customer. What actually customer desire, need.

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9. Satisfaction regarding gift voucher redemption .

Satisfaction regarding gift voucher redemption

8% Very satisfied 27% Some what satisfied Neither satisfied no dissatisfied Some what dissatisfied Very dissatisfied
Some what Very dissatisfied dissatisfied 2 1

7% 14%

44%

Very satisfied 5

Some what Neither satisfied satisfied nor dissatisfied 4 3

27% of 44% of 14% of 7% of 8% of Respondent Respondent Respondent Respondent respondent 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 14% of the respondents are in the category of neither satisfied not dissatisfied and rated 3 out of 5. 7% of the respondents are in the bracket of some what dissatisfied and rated 2 out of 5. 8% of the total respondents are very dissatisfied and rated 1 out of 5.

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10. Pricing of product in Reliance Mart.

4 % 6 % 3% 4 3% 1 1 2 3 4 5 2% 5

34% Yes

25%

31%

6%

4%

N0

5 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.

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25% of the respondents rated 4 out of 5 as they are not very satisfied but some what satisfied with the price of product in Reliance Mart. 31% of the respondents rated 3 out of 5 as it seems they are neither satisfied nor dissatisfied with the price of product in Reliance Mart. 6% of the respondent rated 2 out of 5. Hence we can say that they are some what dissatisfied with the price of product in Reliance Mart. 4% of the respondent rated 1 out of 5. so we can conclude they are very dissatisfied with the price of product of Reliance Mart. Price plays crucial role to draw customer more and more and to come upto the satisfaction level of customer . As Reliance Mart has also its won Reliance Retail price hence those product which is sold on RRP should be taken care off. RRP should be as minimum as it possible. So that this benefit should be passed on to customer.

11. Availability of product.

2% 4

1% 2 1 1% 3 2 3 4

2% 2 2% 9

Rating of % of respondent on scale. 24% Available 5 4 3 2 1 22% 29% 13% 12% Not available

24% of the total respondent rated 5 out of 5 regarding availability of product means they are satisfied with the supply chain and distribution process. 33

22% of the total respondent rated 4 out of 5 regarding availability of products in Mart means they are some what satisfied with the availability of product. 29% of the total respondent rated 3 out of 5 regarding availability of product means their response is neutral regarding the availability of product in Reliance Mart. 13% of the total respondent rated 2 out of 5 regarding availability of product means they are some what dissatisfied the distribution system of Reliance Mart. 12% of the customer rated 1 out of 5 hence we can conclude that they are very dissatisfied with the supply of the product in Reliance Mart

12. Worthiness of holding Reliance One membership card

60% 60% 50% 40% Respondent 30% in % 20% 10% 0% 40%

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 doesnt worth holding Reliance One member ship card. They have specified that the point that they get is very few like by purchase of 100 Rs. they get 1 point which is equal to .70 Rs. Or 70 paise. So they think there is no benefit holding Reliance One membership card.

13. Rate to the Reliance Mart for its Service quality in terms of RATER. (RELIABILITY,ASSURANCE,TANGIBILITY,EMPATHY,RESPONSIVENESS) i) RELIABILITY (Accuracy of billing, Meeting promised delivery date)

RELIA BILITY

11%

3%

17%

Excellent V. G ood G ood

35%

34%

Fair Poor

Excellent Poor. 5

V. Good 4 3 35

Good 2

Fair 1

17% of Respondent

34% of Respondent

35% of Respondent

11% of Respondent

3% of Respondent

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

ii) ASSURANCE (Guarantee and Warrantees return policy)

ASSURANCE
11% 16% 22% 15%

36%
Excellent Poor. 5 15% of Respondent V. Good 4 22% of Respondent 3 36% of Respondent 36 Good 2 16% of Respondent

Excellent V. Good Good Fair Poor

Fair 1 11% of Respondent

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.

C) TANGIBILITY (Appearance of store, etc)

TA IB NG ILITY

5% 1% 35%

27%

Excellent V. G ood G ood Fair

32%

Poor

Excellent Poor. 5 27% of

V. Good 4 32% of

Good 3 35% of 37 2 5% of

Fair 1 1% of

Respondent

Respondents

Respondents

Respondents

Respondents

It is very obvious that major percentage of the respondents are satisfied with the service quality of reliance mart in terms of tangibility. We can see it through Rating . 27% of the respondents rated 5 out of 5 to Reliance Mart for its 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) 5% of the respondents rated 2 out of 5 to Reliance Mart for its service quality in terms of tangibility. (Fair) 1% of the respondents rated 1 out of 5 to Reliance Mart for its service quality in terms of tangibility. (Poor)

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

EMPATHY
Poor Excellent 11% 18% Fair 16% V. Good 25%

Excellent V. Good Good Fair Poor

Good 30%

Excellent Poor. 5 18% of

V. Good 4 25% of 3

Good 2 16% of

Fair 1 11% of

30% of 38

Respondent

Respondent

Respondent

Respondent

Respondent

In terms of Empathy respondents have mixture view. Like 18% of the respondents view empathy excellent and rated 5 out of 5 25% of the respondents view empathy V. Good and rated 4 out of 5 30% of the respondents view empathy Good and rated 3 out of 5. 16% of the respondents view empathy fair and rated 2 out of 5. 11% of the respondents view empathy poor and rated 1 out of 5.

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

RESPONSIVENESS
RESPONDENT IN PERCENTAGE 40% 30% 20% 10% 0% 29% 15% 14%

21%

21%

G oo d

G oo d

Ex ce lle nt

V.

39

Po or

Fa ir

Excellent 5 21% of Respondent

V. Good 4 15% of Respondent

Good 3 29% of Respondent

Fair 2 14% of Respondent 1 21% of Respondent

Poor.

For Responsiveness, respondents have mixed feeling. 21% of the respondents rated 5 out of 5 to Responsiveness of Reliance Mart that is also rated as Excellent. 15% of the respondents rated 4 out of 5 to Responsiveness of Reliance Mart that is also rated as V. Good 29 % of the respondents rated 3 out of 5 to Responsiveness of Reliance Mart that is also rated as Good. 14% of the respondents rated 2 out of 5 to Responsiveness of Reliance Mart that is also rated as Fair. 21% of the respondents rated 1 out of 5 to Responsiveness of Reliance Mart that is also rated as Poor.

14) CUSTOMER PREFERENCE.

CUSTOMER PREFERENCE
1% 4% 23% Reliance Mart Big Bazar Vishal Megha Mart Others

72%

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. 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. 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

15) Role of word of mouth

100%

92%

50% 8% 0% Series1 Yes 92% No 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. 8% of the respondent dont 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 regarding his dissatisfaction. It can lead to lost of customer confidence and ultimately lost of market share which lead to decrease in sale.

RESPONDENTS INCOME (MONTHLY)

6% 24%

11% 14%

14% 13% 18%

5-10 Thousand 10-15 Thousand 15-20 Thousand 20-25 Thousand 25-30 Thousand 30-40 Thousand 40 Thousand Onward

42

It is obvious from the graph the major 24% of the Respondents have monthly income more than 40,000 18% of the respondents are in the bracket of 25,000 to 30,000 monthly income while 14% of the respondents are in the bracket of 30,000 to 40,000 monthly income. 13% of the respondents are earning 25,000 to 30,000 monthly. 14% of the respondents are in the bracket of 15,000 to 20,000 monthly income. 11% of the total respondents are in the bracket of 10,000 to 15,000 monthly. Only 6% of the total respondents have monthly income between 5,000 to 10,000

RESPONDENTS AGE GROUP

% 6 % 5 1% 3

1% 5

1 -2 ye r 5 5 a 2 -3 ye r 5 5 a 3 -4 ye r 5 5 a 4 -5 ye r 5 5 a 3% 6 5 -6 ye r 5 5 a 6 -7 ye r 5 5 a

2% 5

It is very clear from the graph that 15% of the respondents fall in the age group of 15-25 year. 36% of the respondents fall in the age group of 25-35 year. 43

25% of the respondents fall in the age group of 35-45 year. 13% of the respondents fall in the age group of 45-55 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% 15% 36% Service Business Housewife student Professional 25% 15% Retired

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. 15% of the respondents are businessman. 25% of the respondents are housewife so strategy must be made to attract this segment. 15% are student. 2% are professional 7% are retired people.

FINDINGS
a)

It is found that major 39% of the respondents are monthly shopper 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%. 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. It is found that major percentage of the respondents are attracted to the Reliance Mart because of all the factors like Price, Product Assortment, Product quality, Promotional offer, Employee Behavior. And remaining have different point of attraction. Like some attracted because of price, some because of product assortment, some because of product quality, some because of promotional offer/scheme, some because of employee behaviour etc. Only 6% of the total respondent are attracted because of Location of Reliance Mart.

b)

c)

45

d) e)

Customer Service Desk plays vital role in retail. It is found that major percentage of the respondent are satisfied with the CSD. 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). Major percentage of respondents are satisfied with the ambience of It is found that major percentage of respondents view that CSA help them during purchase. Promotions are attractive but not so in comparison with others like Big Bazar some thing more is needed to be done regarding promotions Major percentage of the respondents are in the bracket of some what satisfied related to gift redemption process as the process is time taking. Regarding price different respondents have different feeling but major percentage of respondents feel that price is nominal here. Some of the customer view that they do not find each and every Product available but major percentage of the respondents say what ever product they require it is available in Reliance Mart. Regarding F&V it is found that the distribution takes time as the van carrying F&V always come late between 10 am to 11 am. Hence supply of F&V should be on time as early in the morning as it possible. 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. Service quality in terms of RATER Regarding Reliability major percentage of the respondent are satisfied. Regarding Assurance most of the respondents are satisfied Regarding Tangibility also most of the respondents are satisfied Regarding Empathy it seems most of the respondents are satisfied. Or neutral Regarding Responsiveness there is different feeling in respondents like some of view that it is good while some of view that it is not up to the mark It is found that Reliance Mart has 72% share in its catchment area. Major 92% of the respondent like to recommend Reliance Mart to other for shopping. 8% of the respondents dont prefer to recommend other to shop at Reliance Mart. But one should not ignore this negative 8%, as one dissatisfied customer communicates negatively to 13 people on an average store.

f) g) h)

i) j) k)

l)

m)

n) o)

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

RECOMMENDATIONS
To come up to the satisfaction level of customer it is very necessary to consider the points written below. There should be customer Feedback box in the name of Customer Complain box. It must be accessible only to H.R. One person should be deputed to handle it daily. By doing this customer grievances can be monitored closely. (One of the most efficient way to achieve customer satisfaction). If it is done more than 50% of the problem is solved. CSD should aware customer regarding Customer complain box. Some of the CSA behavior is very rude. These CSA should be monitored closely and should be trained properly as they foment dissatisfaction 47

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. Luggage section is suffering from similar product design, especially in Samsonite (American Tourister). Something is needed to be done to bring different design of Samsonite on the floor. AS customer always enquire of different design of Samsonite. 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. On most of the Jacket the word Hot Offer is written it appears monotonous. Hence instead of it different word should be written having similar meaning to attract customer. It is observed that whenever there is promotional advertisement given by Reliance Mart in news paper Sale has increased. For example on 31st of May there was sale of Rs. 11 lac. So promotional advertisement must publish in news paper and advertisement must be telecast on local T.V channel and Radio twice in a month to increase sale.

Most of the promotional offer confused customer. It also cause dissatisfaction. Communication of promotional offer must be clear to customer. Regular announcement of promotional offer from CSD is needed. As it is found that CSD has lackluster approach. It announces but announcement is not frequent. 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. Reliance Mart should also use Hording for advertisement. A better strategy to satisfy customer is only the way to gain customer attention and to penetrate more in its 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.

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. Promotional offers are mostly confusing. In terms of RATER Reliance Mart service is satisfactory. Supply chain must be more efficient, especially in case of Food & Vegetable. Respondents suggested that there should be proper communication regarding promotional offer. That must be easy to understand.

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.

LIMITATIONS OF THE STUDY

Every project has its limitations. This project is no longer exception. I had faced a number of problems during the project work. Followings are the limitations of the study:Time constraint. Because of the restricted time available for the completion of this project I felt restricted in covering more areas for the project. The scorching summer in Jharkhand made it difficult to cover the areas of the survey. Some of the people were not well educated, so I faced problem in interviewing them. Some people had not time to answer the question. Some time respondents are biased. 50

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

SIP WEEK WISE

1st Week 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 BABYS SHOW, JALWA(CATWALK) ,JHOOM BARABAR JHOOM(DANCE COMPETITION) at Reliance Mart Kanke Road. 51

I was responsible COMPETITION).

to

organize

JHUM

BARABAR

JHUM(DANCE

The main objective was to increase the footfall which ultimately increase the sales of the store. I also Hosted the Semifinal of Kids Carnival and Co-Hosted the grand finale with the (customer service manager) Miss Upasana.

Carnival resulted a huge success and a very good response from the 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.

52

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.

Reliance uses two kind of stock delivery in the store 1) Through DC which is mentioned above. 2) Through DSD (direct store delivery) basically the products such as 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 53

product are arranged in the store, and on that basis the stock is also maintained in the store. Plano Gram consist of :Category: - The Category is the basic unit of analysis of making merchandising decisions. In general category is the assortment of items that the customer sees as reasonable substitutes for each other. In Reliance Mart there different category such as Staples, Processed Food, Non- Food, Dairy etc. in the food section. Bay: - Bay consists of different fixtures which are used in the store to 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 Article No. : - Article Number is the internal numbering code of Reliance retail which is used to recognize the product on the basis of number as the software can easily recognize the article no. and it remains constant whereas EAN always varies due to offer for eg. If the a product is having a offer and there is both old and new stock is available in the store then on the basis of Article no EAN is changed on that product in which offer has been promoted.

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

54

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 vendors 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 products unique reference number that identifies the product within any one vendors 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. Stacking:- Stacking is the arrangement of product one upon another so that the same merchandise could be arranged according to demand. Facing:- Facing is the face of the merchandise which is to be looked by the customer while shopping on the basis of the product size and amount facing is decided. Depth:- Depth is the amount of particular merchandise is to be kept in the shelf on the basis of the size of the merchandise depth is decided.

55

MBO:- MBQ is the total number of particular merchandise which is to be kept on the shelf. Sample of Plano gram

CATEGORY

BAY NO

SKU NAME

ARTICLE NO.

EAN CODE( European

SHELF

FACING

DEPTH

STACKING

MBQ

Article Number

Processed Food

Parle Glucose Biscuit 231 pp Gm

490006733

8901719701009

16

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. Daily Activity which are performed in the store are 1. Receiving stock 2. Morning Briefing 56

3. Job Allocation 4. Float at POS 5. Telecalling 6. DCC 7. Energy Portal(morning) 8. SEL Portal 9. Promo Check 10.Store Performance (morning) 11.Bread Intending 12.DC GRN 13.DSD GRN 14.Date Code Check 15.Update Reports 16.Store Performance ( afternoon) 17.SOP Audit Checklist 18.Customer Voice Entry 19.Quality Audit 20.Dump 21.Markdown( food) 22.GRN Deposit 23.Energy Portal ( evening) 24.EOD 25.Footfall Report

Weekly Activity 1. Price Benchmarking 57

2. Leafleting 3. Mark Down(Non Food) Monthly Activity 1. Physical Inventory 2. Update Registers 3. Consumables Indenting 4. Consumables Booking

These were the activity which I did practically on daily basis for this week, 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 7. Store to Store Transfer 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 I Devoted my time completely on the research work and on CSD. 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 Enrollment for Reliance One Membership Card 58

Electronic Recharge of RIM & AIRTEL Feed Back Form Point Redemption for Discount Telecalling Offers Announcement

This week I also learned billing process.

CUSTOMER DATABASE
NAME 1. Sachin Kr. Gupta 2. Hswala 3. S.K.Mishra ADDRESS Janki Enclave, 3rd Floor Kanke Road Ranchi-8 28/200 CMPDI Colony Ranchi 8 Lake Garden, Kanke Road, Ranchi 59 PHONE NO. 9934333440 9431708641 2231366

4. Mrs Usha Choudry 5. Ashok Kumar 6. Turun 7. Sarad Bannerjee 8. A.k Mishra 9. Sanjay Kr. Sen

BAU Kanke Dhawan Nagar, Kanke Road Ranchi Kanke Road, Ranchi 192/AC Opp. Krishi Bhawan Kanke Road B4 Tirupati Aptt Kanke road Ranchi Kanke Road Ranchi

24250631 9430731233 2230408 9334464522 2231460 9835352251 9308709969 9431171597 09955317404 9931347001 0651-2233593 9434748951

10.Neeleem ChoudharyUma Santi Flat No.-205 Kanke Road 11. Sunil Mishra Kanke Road, Dhutoli Asme Ranchi

12. Shubhojeet NahupatnaI.I.C.M, Kanke Road 13. Vishal 14. B.D Sharma D/46 CCL Colony, Kanke Road Ranchi 206 Kshirsagar Aptt. Kanke Road Ranchi-8

15. Dr. Rabindra Kumar Kanke Road Ranchi 16. Indu Dubey 17. Jayadish Mahato 18. Ishrat Jahan 19. Subrata Sen 20. Pranav Kr. Jaiswal 21. Punam Mewara

Kanke Road Chandani Chowk 9934315432 Dhawan Nagar Kanke Road Ranchi P.H.C Kanke Ranchi Kanke Road Ranchi B/702 CMPDI kanke Road Ranchi Sri Ram Garden, Flat no. 9931506441 9934159177 9234705653 9835162988 9430352000

60

2502 Kanke Road Ranchi 22. Prinay Kr. Sinha 23. Subhash Chandra Dey 24. Ram Kishor Singh 25. Apurwa Nishi Hassa 26. Priya Ranjan Kumar 27. Shambhu Mishra J.P. Marg Kanke Road Ranchi F 3 Sambhav Apartment, Kanke Road, Ranchi 704 Uma Shanti Kanke Road Ranchi Misir Gonda kanke Road Ranchi 182/C Kanke Road Reliance Communication, Maru Tower Kanke Road Ranchi 1D/25CMPDI Colony 9334424186 2232930 9430361041 9470360027 9905111875

9334424400 2232239 9308724181 2233424 9431493270 9973768484 9835942643 0651-223248

28. Milan Kanti Roy

29. Buahmanand Kumar Kanke Road Ranchi Roy 30. B.S. Namdhari 31. R.K Sinha 32. Noor 33. Neha Kumari 34. M.K Mishra Flat 403 Panchwati Apartment CMPDI Ranchi Kanke Road Ranchi R.V.C Ranchi Vidyapatinagar Kanke Road Ranchi-8 61

35. Mukul Kujur 36. Vir Krishen Kaul 37. Durga singh 38. Pankaj Pal Barla

Prem Nagar, Kanke Road Ranchi 2D/75 CMPDI Colony Kanke Road Ranchi Misir Gonda Kanke Road Ranchi CCL Qtr. No. 1B/182 Gandhi Nagar Colony, Kanke Road Ranchi. Lake Palace, Lake Avenue A-5 Kanke Road Mission Gate Kanke Road Ranchi RINDAL Kanke Ranchi

9334385009 9431129383 9204146594 9835112726

39. Pratima Agarwal 40. S.C Agarwal 41. S.K Mishra 42. Seema Singh 43. Lalan Kumar

0651-3295335 9234618087 9470902111 9431183939

603BW Koyla Vihar Sanskriti 9431501745 Kanke Road Ranchi. 4a 4th Floor Ramsakhi Apartment Kanke Road Ranchi. U.M.O CMPDI (HQ), Kanke Road Ranchi Saket Nagar Kanke Road Ranchi. Kanke Road Ranchi Vidya Pati Nagar Kanke Road Ranchi 5C Rashmi Rath Appartmenmt Kanke Road Bhita Basti, Kanke Road Ranchi 62 9760175701

44. A. Thakur 45. Abhineet Ghai 46. Rahul Modi 47. Santosh Kr. Sinha 48. Rajeev Gupta

9931347008 9835165779 9709032535 9470145800 9431323882

49. Iqbal Ahmed

9973205090

50. J. Nelson 51. Tripti Agrawal 52. Ramesh Chandra Thakur 53. Dinesh Kabra 54. Prabhat Chandra Prasad 55. Sarita Mewara 56. V. Kapur 57. Badri Narayan Mishra

2D/6W CMPDI Colony Mahananda Apartment Kanke Road Ranchi 104, Sai Ram, Dam Site, Road No.-2, Kanke Road Ranchi Kanke Road Ranch 2F Sarswati Apartment Opposite Rock Garden, Kanke Road Ranchi

9470135852 9934589195 9431105737

2230270 2233285

Shree Ram Garden BBlock 9708996620 Flat 6011 Kanke Road Ranchi 0651-3299329 Kanke Road Ranch-8 B/2, B/13, Prof. Colony, RAC, BAU Ranchi 2233230 9470301575

58. Dr. Seema Prakash Behind Holiday home Bhittha 0651-2231455 Kanke Road Ranchi 9431362375 59. Sunil Kumar Singh CMPDI, Godwari Place Ranchi 9431580696 60. Niraj Kumar Chandani Chowk Kanke Road Ranchi. 9431268140 9835319526 9234280742 9304345191 9835134214 2560189

61. Ranjit Kumar Singh Lake Road Ranchi 62. Mrinal Chakrawarti 2 Vidys Patinagar Kanke Road Ranchi 63. Rohi Wadhwani 64. Sanjay Kumar 65. Basant Kumar 66. Binod Kumar 67. Sumit Trishul Kanke Road Dube Mension 3rd Floor Line Tank Road Ranchi.

401 Shantiniketan Apartment 9810384725 Police Line Ranchi Morabadi Ranchi Prakash Apartment Bariatu 63 9334317156 9334281272

Road Ranchi 68. Tanu Singh 69. Dr. R.K Singh 70. Rahul Kumar Sen 71. Rajesh Kumar 72. Dr. Raghavendra Kumar 73. Ansh 74. Sikhudar 75. Mr. Umesh Mehta 76. Sujeet Kr. Singh 77. Rajesh Kumar 78. A. Swaroop 79. Vimla Devi 80. Rohit Lakra Kusum Vihar Morabadi 9970056038

2K/5 Bariatu Housing Colony 0651-3255472 Ranchi -9 Morabadi, Harihar Singh Road Ranchi B-2 Parijat Apartment, Tagore Hill Road Morabadi 9652816306 9334511187

Indra kuti Patra Khatal Road 9939372619 Morabadi Ranchi Morabadi, T. O. P, Old Morahabadi Ranchi Morabadi Ratu Road Ratu Road near Chaudhary Dhramsala Ranchi Ratu Road Ranchi D-L Doordarshan colony Ratu Road Ranchi 983593065 9835197346 9835533169 9431968598 9430210765 9431118710

T.V Tower Ratu Road Ranchi 9431593738 Kumhar Toli, Road No.-2 Purulia Road House No.-10 Daywanti Ranchi Flat No. FR-8 Asha Jagat Jaiswal Apartment Peace Road Lalpur Ranchi 834001 9934308277

81. Anupam Kr. Jha

933477778

82. Anil Kumar Mishra

Lajpat Nagar N/R Lata Lajpat 9431187099 Sr.Sec. School Pundag. Ranchi 12 Flat No.-103, Madhuri Apartment Bardwan 64 9835119380

83. Arindan sinha

Compound Lalpur Ranchi 84. Manoj Kumar 85. Arup Mitra 86. Sujit Kumar 87. Ravi Ranjan 88. Rahul Anand 89. Syed Nasir Jamil 90. Avinash Kumar Singh 91. Arjun Kunal 92. Vijay Kr. Verma 93. Hari Om 94. Chandra Shekhar Prasad 95. Anil Kumar 96. Ravi Raj QR New CD/199/Sree II Dhurwa Saket Vihar, Harmu Ranchi P-202, Triveni Appt, Airport Road,Hinu Ranchi Church Road Ranchi Bariatu Housing colony SK/78 Bariatu Housing Colony Ranchi -9 Kamla Kant Lane, Hill side Ranchi Chutia Ranchi Railway Colony Janki Sadan, Near Firing Range Bariatu, Ranchi Flat 305, Hinoo, Ranchi 933405509 9431101466 9308023370 9905710063 9835577149 9835135544 9334701456 9431355749 9431167942 9006271645

Dupti Dara Kutchery Chowk 9431354861 Ranchi Harmu Housing Colony Ranchi Upper Bazar Pyuda Toli Ranchi 6. Heritage Garden, Deepatoli Ranchi-9 Vidya Nagar Road No. 1 Harmu Ranchi. Mani Tola Doranda Ranchi Basant Vihar, Harmu 65 9905534113 9334832012

97. Dr. Anjana Jha 98. Pawan Kumar 99. Mrs Sahin Resma (Rani) 100. Jaya Singh

9431792155 2223149 9939585839 9905545350

Housing Colony 101. Mrs Sangita Kumar 102. Mrs Kavita Sinha 103. Rohit Sharma 104. Pankaj Kumar 105. Samita Nagesia 106. Goutam Sen Ranibagan Ranchi 197/C, Vidyalaya Marg, Ashok Nagar Ranchi. Indrapuri Ranchi Namkum Bazar Ranchi Gandhi Nagar (Near Mont fort School) Ranchi. SE-3 Devgin Apartment Kadru Ranchi 9334450223 2240363 9334368528 9431170564 9431575567 9431927904

107. Mirtunjay Kr. Samlong, Ranchi 9334971496 Vidyarthi 108. Sanjay Kr. Behind Ranchi College Ranchi 9334373473 Chaudary 109. Dr. Nirmala Singh C/50 Rd. Ho. -1 Ashok Nagar 9431352780 Ranchi 109. Mr. T Prasad 110. Sanjay Gupta 111. Ashutosh Bhagat 112. Rajiv Ranjan Prasad 113. Pankaj Kumar 114. Sangita Singh 115. Manjul Kr. Dhan 116. Ranjit Prasad Radium Road Ranchi Radium Road Ranchi Main Road Khunti Behind Birsa Zoo Chakla Ormanjhi Patratu Dist.- Ramgarh Saunda Colliery Silli Ranchi Patratu 9771835866 9835161769 06528220612 9431107788 9973841615 9431049155 9709016715 9905755010 9204875177 9835371467

117. Shailendra Kumar PTPS Patratu Hazaribagh 118. Mr. Harpal Singh 119. Dr. Shankar Sarma Anantpur Doranda Ranchi

Ashiana Apartment Block-51 9435304460 66

120. Shahid Haque

Near Doranda Catholic

9334904999

Church Ranchi

67

GLOSSARY
ABBREVIATIONS USED 1 AN Article Number Assistant Store Manager Customer Service Associate Customer Service Desk Daily Count Correction European Article Number End Of Day Foreign Direct Investment Goods Received Note Integrated Lights Out Japanese Product Code Membership Finance Traveling Membership Service Representative Physical Inventory Purchase Order Point of Display Plano gram Point Of Sales 68

2 ASM 3 CSA 4 CSD 5 DCC6 EAN 7 EOD 8 FDI9 GRN 10 ILO 11 JPC12 MFT 13 MSR 14 PI 15 PO 16 POD17 POG18 POS -

19 RIL20 RRL21 SAP22 SEL 23 SM 24 UPC-

Reliance Industries Ltd Reliance Retail Ltd. System Application Programming Self Edge Label Store Manager 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. 1. How often do you visit Reliance Mart? a) Daily b) Weekly c) Monthly d) Alternate day e) Any other . 2. Do you think Reliance Mart meets your expectation in terms of Performance and Quality? a) All of the time b) Most of the time c) Some of the time d) Just now and then 3. What attract you more to Reliance Mart from its competitor? a) Price b) Product Assortment c) Product Quality d) Promotional Offer e) Employee Behavior f) All of the above g)If any other please specify .. 4. Do you find Customer Service Desk Co-operative? a) Yes b) No c) If No then please specify. 5. Are you satisfied with the billing process? a) Yes b) No c) If No then please specify 6. Are you satisfied with the ambience of store? 69

a) Very Satisfied b) Some what Satisfied b) Neither Satisfied nor Dissatisfied. c) Some what dissatisfied d) Very dissatisfied. 7. Do you think, CSA assist you during purchase? a) Very often b) Often c) Sometimes d) Rarely e) Never 8. How attractive are the Promotions in your views? a) Very attractive b) Fairly attractive c) Neutral d) Not so attractive e) Not at all attractive. 9. Are you satisfied with the gift voucher redemption process? a) Very satisfied b) Some what satisfied c) Neither satisfied nor dissatisfied d) some what dissatisfied e) Very dissatisfied 10. Do you find there is minimal price of product in Reliance Mart? Yes No 5 4 3 2 1 11. Do you find your choice of product always available in Reliance Mart? Please give rating as per your visit. Available Not Available 5 4 3 2 1

12. Does it worth holding Reliance One membership card? a) Yes b) No If no please specify.. 13. What rate would you like to give to Reliance Mart for its service quality in terms of RATER? a) RELIABILITY:- Accuracy of billing, Meeting promised delivery date. i) Excellent 5 ii) Very good 4 iii) Good 3..... iv) Fair 2. v) Poor 1

b) ASSURANCE (Trust):- Guarantee and Warrantees return policy. i) Excellent ii) Very good iii) Good iv) Fair v) Poor 5 4 3..... 70 2. 1

c) TANGIBILITY:- Appearance of store, Sales people. i) Excellent ii) Very good iii) Good iv) Fair v) Poor 5 4 3..... 2. 1

d) EMPATHY: - Personalized service, Receipt of Notes, Email, Recognition by name. i) Excellent ii) Very good iii) Good iv) Fair v) Poor 5 4 3..... 2. 1

e) RESPONSIVNESS:- Returning call and E-mails, Giving Prompt service. i) Excellent ii) Very good iii) Good iv) Fair v) Poor 5 14. 4 3..... 2. 1

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

15. Would you like to recommend Reliance Mart to other for Shopping? a) Yes b) No c) If No then please specify.

Personal Detail
Name Address Occupation. Age Ph.No.(If any) In Which income group do you fall? a) 5,000-10,000

b) 10,000-15,000

71

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

d) 20,000-25,000 f) 30,000-40,000

BIBLIOGRAPHY
The followings have proved to be valuable and helpful to me while preparing the report. Marketing Management: - Philip Kotler Research Methodology: - C.R Kothari Retailing Management: Internet website 72 Levy Weitz

www.ril.com www.google.com www.answer.com

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