Professional Documents
Culture Documents
By
Ganesh Panigrahi (PGDM 09017)
Satyam Kr.Prasad (PGDM 09028)
Priyanka Raj (PGDM 09034)
MTS Advisors
Prof. Madhumita Das (HDFSOM)
Mr. Sabyasachi Biswal (Reliance Retail Ltd)
Previous degree:
Satyam Kr. Prasad Priyanka Raj Ganesh Panigrahi
B.A (History Hons.) B.C.A (Computer Hons.) B.Tech (Comp.Sc.)
Chotanagpur College (Ramgarh Cantt.) Nalanda College Biharsharif R.I.T Berhampur
Vinoba bhave University Magadh University B.P.U.T
1
ACKNOWLEDGEMENT
Ganesh Panigrahi
Satyam Kr. Prasad
Priyanka Raj
2
EXECUTIVE SUMMARY
I Title : To Study the Effectiveness of Customer
Service of Reliance Fresh stores in BBSR
II Organisation : Reliance Retail Limited
III Reporting Officer : Mr. Sabyasachi Biswal
IV Faculty Guide : Prof. Madhumita Das
V Participant's Name : Priyanka Raj, Ganesh Panigrahi
Satyam Kr. Prasad
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. Also assess the
factors responsible for customer satisfaction in Reliance Fresh in Bhubaneswar. Primary data
have been used for analysis. However, secondary source have yielded preliminary
information. Research conducted was descriptive in nature. Descriptive research helped us to
develop the concept to clearly establish priorities, to divulge adequate information which
helps us 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. We have used random
sampling for our project survey. Care was taken that the respondents were as diversified as
possible. A sample size of 200 respondents was taken from each of the nine stores in
Bhubaneswar. We collected data and analyzed them. We 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 and pie charts for convenience. This also made it
easy to draw a conclusion based research and provide a presentable format for the report.
Along with this we also got lot of ideas about how a Reliance Fresh Store operates. 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 behavior, Billing Process, Product Assortment, Product quality .It is found
in the research that customers are price sensitive. Reliance Fresh should give those offers
which can facilitate more money saving as the customers are price sensitive. Last but not least
Bhubaneswar 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.
3
TABLE OF CONTENTS
4
LIST OF FIGURES
5
LIST OF TABLES
6
ABBREVIATIONS USED
ASM - Assistant Store Manager
BBD - Best Before Date
CSA - Customer Service Associate
CSD - Customer Service Desk
DC - Distribution Center
DSD - Direct Store Delivery
EAN - European Article Number
EDC - Electronic Data Capture
EOD - End Of Day
GRDC - Goods Returned to Distribution Center
GRN - Goods Received Note
GRV - Goods Returned to Vendor
GRW - Goods Returned to Warehouse
HHT - Hand Held Terminal
ILO - Integrated Line Out
JPC - Japanese Product Code
MBQ - Maximum base quantity
MFT - Membership Finance and Traveling
MSR - Membership Service Representative
PI - Physical Inventory
PO - Purchase Order
POP - Point of Purchase
POS - Point Of Sales
SEL - Self Edge Label
SM - Store Manager
STN - Stock transfer note
UPC - Universal Product Code
7
CHAPTER-I
INTRODUCTION
1.1 Background
1.1.1 Retailing
Retail has emerged as a booming sector in India, especially after the liberalization of our
economy paving newer avenues by generating potential sources of employment in different
areas of specialization and accelerating the pace of economic progress and productivity. The
business of retail thrives on an integrated approach from every department aiming at
satisfying both the unexpressed and expressed customer needs which ultimately be
multiplying the profitability of the company.
8
1.1.3 Mission
To generate inclusive growth and prosperity for farmers, vendor partners, and consumers,
Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to lead Reliance Group’s
foray into organized retail.
1.1.4 Vision
To become the largest organized retail in the country by creating value for the share holders
as well as for the consumers.
1.1.5 Objectives
• To enrich customer's shopping experience through customized offers, private
labels and 'value-for money' merchandise.
• To foster relationships with partners that will create new avenues of value
enhancement for its customers.
• To bolster its agribusiness & dairy value chain to support its rapidly expanding
store footprint.
• To ensure fair and timely payments to the farmers.
• To reduce spoilage through its state of-the art supply chain and logistics network.
• To provide high quality product to its customers.
1.1.6 Strategies
• To set up a chain of hypermarkets, supermarkets, discount stores, specialty stores,
and convenience store formats in 800-odd cities and towns across the length and
breadth of the country at an investment of around Rs 30,000 crores (US$ 8
billion).
• To establish a pan-India presence of all its formats, targeting not only the major
metros and cities, but also the 2nd-tier towns and semi-urban and even rural
centers.
• To include a pan-India footprint of its stores, across multiple formats and
categories, in more than 800 cities and towns, and in record time.
• To make the company profitable by strengthening presence in multi-format retail
stores, focusing on hypermarkets, building world class infrastructure and training
facilities.
9
1.1.7 Products and Services
Food & Grocery Lifestyle Products and Services
Apparel & Footwear Healthcare, Financial
Consumer Durables and Membership, Travel
Electronics Auto and Entertainment
Furniture & Furnishings Services
FMCG & Personal Care
1.1.9 Competitors
1) Pantaloon Retail
2) Raheja Group
3) Tata Group
4) RPG Group
5) Landmark Group
6) Piramal Group
7) Bharti - Walmart
8) A V Birla Group
10
1.1.10 Key Executives
Name Designation
(Rs. in
1.1.11 Financial Highlights of Reliance Retail Limited (2009-10)
Crore)
Capital
5,730.00
Reserves
(13.75)
Investments 167.77
11
1.1.12 Reliance Fresh
Type- Neighborhood store/convenience store
Founded- 30 October 2006
Headquarters- Mumbai, India
Key people- Mr. Mukesh Ambani, CEO
Industry- Retail
Punch line- Growth through Value Creation
Website- www.ril.com
Reliance Fresh is the convenience store format which forms part of the retail business of
Reliance Industries of India which is headed by Mukesh Ambani. The company already has in
excess of 560 reliance fresh outlets across the country. A typical Reliance Fresh store is
approximately 3000-4000 square feet and caters to a catchment area of 2–3 km.
12
1.1.15 Stores in Bhubaneswar
Store location Date of inauguration Total area in square ft.
Kalpana Square 7/10/2007 2600
Gopabandhu Square 9/10/2007 3259
Lewis Road 30/10/2007 2200
Bomikhal 7/11/2007 6368
Samantrapur 4/11/2009 2358
Nayapalli , IRC 17/11/2007 4935
Baramunda 24/11/2007 4176
Unit –IV 23/2/2008 3428
Sahid Nagar 03/09/2008 5254
Store Manager
Supervisors
Customer Service
Associates
13
1.1.17 Inside the Stores
(1) Bay
Bay is the combination of shelves which are present in the store to accommodate the products.
There are two types of bays in Reliance Fresh one is of 90 cm and the other one is of 60 cm.
These are used to display the promotion or It is combination of Bay, which are being
offers which are running in the store on used to display the product. It has five or
that day. As it can be seen from the figure, six shelves. The counting of shelves starts
discount of 7 Rs. has been given on from the bottom. The bottom most is the
Britannia Butter 500gm. That means on 1st self and accordingly it is counted
that particular day this offer was running. upwards. There are two types of rack that
In the store everyday some offers are is wall rack and impulse rack.
given.
14
(4) Alligator (5) Weight Machine
It is used for keeping those products which The weight machine is used to weight the
is to be sold in a short period. It is also loose items of staples like rice, pulses,
used to display that product on which there pease and vegetables. CSAs weight any
is an offer or the product whose price falls staples and vegetables then a slip is
that time, also the product who’s BBD outcome through machine on which price
(Best before date) is nearer. and weight is printed.
(6) Open Chiller (7) Frizzer
It is a freeze which is used to keep the cold This is also a freeze whose temperature is
drinks, dairy items like milk and curd, also kept between -4 to -8 degree Celsius. In
seasonal fruits. It is made open so that the this freeze mainly the ice creams are kept
customer can easily pick up those items to protect them from melting. The Frizzer
that they want. Its temperature is kept is generally kept in front of entry gate in
between 2 to 4 degree Celsius. the stores.
15
(8) Frozen (9) Shelf Edge Label (SEL)
It is used to keep some perishable goods A label having the price of the product
which can be destroyed in open air like along with its barcode is placed on the
cold drinks, butter, peas. Its temperature is shelves to make the customer aware of the
kept between -18 to -24 degree Celsius. price of that product in this SEL name of
One CSA always present here and he/she the product, price of the product, bar code
give products to customers. and date is mentioned.
(10) Customer Desk (11) POS
It is on the entrance gate. The quarries of This POS is nearby exit gate where the
the customers are solved here. Easy billing is done and the complete process of
recharge of Air-Tel, Reliance and Tata purchasing ends. Here the cash counter is
Indicom are also done here. The authorized automatically locked; it cannot be opened
person sitting over there has to see the unless and until the billing of a customer is
promotion and offers and accordingly not complete. Nearby POS some items like
he/she has to make a print out of the same chocolate are kept because no one comes
to be pasted in the jacket. intentionally to buy the chocolates, chips.
16
(12) POP (13) Bins
POP is point of purchase. It is the area The container which is used to keep the
where a customer collects his required loose items like rice, Pease, pulses is
(15) Category
The Category is the basic unit of analysis of making merchandising decisions. It is the
assortment of items that gives the customer reasonable substitutes for each products as well as
makes them easily differentiated. In Reliance Fresh there are different categories like Staples,
Processed Food, Non- Food, Dairy etc.
(16) Facing
The total number of products for a particular SKU in a horizontal row is known as the facing
for that product.
17
(17) Depth
The total number of products for a particular SKU kept back to back for a single facing is
known as the depth for that product.
(18) Stacking
The total number of products for a particular SKU kept one above the other for a single facing
as well as back to back is known as stacking.
1. Horizontal Blocking :-
Sub Brick Blocking
Brand Blocking
Pack Size (Smallest to largest, from left to right)
2. Pack Size Location:-
Larger pack should be located at the bottom of the shelves. (To minimize
accident).
Smallest to largest , from left to right
3. To arrive at facing and MBQ ( maximum base quantity):-
By sales
Product lead time from D.C. to store
Safety stock
(19) Universal Product Code (UPC) and European Article Number (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. Universal Product Code
(UPC), a unique 12-digit number assigned to retail merchandise that identifies both the
product and the vendor that sells the product. The UPC on a product typically appears
adjacent to its Bar code, the machine-readable representation of the UPC. The first six digits
of the UPC are the vendor’s unique identification number. All the products which a vendor
sells will have the same first six digits in their system. The next five digits are the product’s
unique reference number that identifies the product within any one vendor’s line of products.
The last number is called the check digit that is used to verify that the UPC for that specific
product is correct. There are now five versions of UPC (A – E) and two versions of EAN
(European Article numbers; version 8 - 13). The Japanese Article Numbering (JAN) code has
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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.
(21) Indenting
It is the core process of the store which ensures adequate stock on the shelves. Accurate
indenting (request by the store to the category for SKUs to be delivered) will lead to the right
quantity at the right time at the right place. Indenting has implications on the customer
satisfaction, store popularity as well as supply chain efficiency. It can be done only once a day
before 11 am. After the indenting is done the list of required products is sent to either
distribution center or to the vendors.
19
on system. With the help of ROMA we had to take out the total points, number of
transactions, last purchase date and last purchase amount. The whole day we sit on the system
to do this work. We were dealing with the customer query, solving their problems regarding
R-One card, exchanging their goods and other minor inconvenience faced by the customer in
the store. At customer service desk, customer come and enquires about the points they had in
ROMA, about the permanent R-ONE card, and issuing of the R-ONE card. We used to solve
these problems and if not then we directly call Reliance customer service (Headquarter at
Mumbai). We were totally involved in this activity. We also told about the benefit of Reliance
one card to the customers who had not the card or totally unaware about the reliance one card.
We also made loyalty card holder in different stores. Also we helped those people who didn’t
get their plastic card.
(23) SAP
SAP as all the work which is performed in the Reliance Fresh is done through SAP. SAP is
actually software which is specially designed for retailing purpose, basically there are 2 kinds
of software used in Retail Sector to handle all the operational work and they are called
1. RETALIX 2. SAP
But the most widely used software is SAP and with the help of SAP almost each and every
work becomes systematic and easier to do because we have not to maintain each and every
manual files if we are using SAP as once the data is entered in SAP then it is automatically
received by Head Office and the most important thing is that the chance of error is reduced
when we use SAP. In Reliance Fresh we call it as RETALIX STORELINE. Some of the
important works which are done through SAP are as following:-
1. GRN 5. EOD
2. PO 6. Store Performance
3. PI 7. Store to Store
4. Commercial Activity 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.
20
(24) Daily Activity which are Performed in the store are
1. Milk Indenting 14. DSD GRN
2. F&V Indenting 15. Date Code Check
3. Milk Receiving 16. Update Reports
4. F&V Indenting 17. Store Performance ( afternoon)
5. Morning Briefing 18. SOP Audit Checklist
6. Job Allocation 19. Customer Voice Entry
7. Float at POS 20. Quality Audit
8. DCC 21. Dump
9. Energy Portal(morning) 22. Markdown( food)
10. SEL Portal 23. GRN Deposit
11. Promo Check 24. EOD
12. Store Performance (morning) 25. Footfall Report
13. Bread Intending 26. DC GRN
2. Leafleting
3. Impress Submission
1. Physical Inventory
2. Update Registers
3. Consumables Indenting
4. Consumables Booking
These were the activity which we did practically on daily basis for this week, and learnt
almost all the activity which is performed in the store.
21
1.1.18 Customer Service
Customer service is the provision of service to customers before, during and after a purchase.
Customer service may be provided by a person (e.g. sales and service representative), or by
automated means called self-service.
1.3 Objectives
To know the actual need and expectation of the customer at Reliance Fresh.
To assess the effectiveness of customer loyalty program.
To assess the effectiveness of customer service provided in Bhubaneswar.
To find out the causes of satisfaction and dissatisfaction of customers.
To increase the footfall in the stores.
To understand what the customers want to improve in customer service of Reliance
Fresh.
22
1.5 Chapter Plan
In Chapter 1, brief introduction about the Retailing, Retailing in India and Bhubaneswar, brief
introduction about the Reliance Retail, Reliance Fresh and its contribution, objective of the
study, scope of the study, Relevance of the study, also it has been discussed about what is the
learning from the stores. Chapter 2 deals with Literature Review. Chapter 3 reviews the
methodology of project, data collection methods. Chapter 4 explains about the data
compilation, data formulation, data interpretation and data analysis. Chapter 5 reviews about
the project’s findings, recommendations, limitations and Conclusion.
23
CHAPTER-II
LITERATURE REVIEW
Piyush Kr. Sinha, Professor, Marketing and Chairperson, Centre of Retailing, IIMA
said that “Retail industry is growing at a rapid pace due to the changes in the
consumption culture of indian consumers”.
Dwarika Prasad Uniyal, Assistant Professor of MICA said that “Customer Loyalty is
crucial to the success of a store since the catchment area of a store is limited and the
business can survive only when more value is derived out of every customer”.
Top executives of Reliance Retail Limited said that “Reliance Retail expects to break
even in a year or two with the help of better business efficiencies”.
Philip Kotler, Professor of Northwestern University said that “The Indian Retailing
Industry is shaping up to be very different from that of other countries.”
Pankaj Jaju, executive director of Enam Securities Ltd. Said “There is under-
penetration of organized retail in the country. It is easier to create large businesses in
the speciality formats as the margins are better. Food and grocery retail is a difficult
business with lower gross margins and higher competition from the corner shop
(traditional) retail trade”.
Arvind Singhal, chairman of Technopak Advisors Pvt. Ltd, a retail consultancy said
“Food and grocery retail accounts for 30-35% of the overall $22 billion organized
retail trade, followed by apparel retail”.
24
CHAPTER-III
RESEARCH METHODOLOGY
25
3.5 Data Collection Method
3.5.1 Primary Data
Primary data generally means those raw data or data structures that are collected “first- hand”
and have not any previous meaningful interpretation. For our Summer Internship Project
Report, We have collected such primary data through face to face interview method with the
help of questionnaire.
26
From that total data analysis is done and some recommendations are suggested so that footfall
will rise at any instance.
27
CHAPTER-IV
18-25 354 20
25-30 264 15
30-40 750 41
>40 432 24
AGE
>40 18-25
24% 20%
25-30
15%
30-40
41%
Customers between 30-40 age groups today are highly salaried employees and are not so price
sensitive and like to have a good purchasing experience. Working women and house wives of
this age group are like to come to the Reliance fresh more. So we found more customers in
this age and they are also having high purchasing power.
28
4.2 Number of male and female customers respondents
SEX
M
41%
F
59%
It is found that females take more interest in purchasing the household products than their
male counterparts and they come to Reliance Fresh because they are not finding the
difficulties as they do in the Kirana store. We also took more interest in surveying the female
customer in the hope of getting more concrete findings. These are some reasons for the higher
percentage of female customers.
29
4.3 Salary of the customers (In thousands)
<15 0 0%
SALARY
800 40%
600 21%
0% 25%
400 14%
727
200 379
0 443
0 251
<15
15-25
25-35
>35
NO
SALARY
Out of 1800 respondents 14% are students so they don’t have incomes. And it is found out
customers having income 25-35(thousands) purchasing the products more from Reliance
Fresh. It has also marked the customers whose income more than 35 thousand are purchasing
large number of products due to their high purchasing power.
30
4.4 Numbers of times visited Reliance Fresh in a month
Fair 118 7%
Poor 26 1%
While asking this question it is found little difficulty. Because some customers they come
more often but they purchase very few products like milk etc. We put them into excellent. But
some customers they come 2 or 3 times in a month but they purchase everything from
Reliance Fresh for their whole need of their month. We have also put them into excellent. So
it is difficult to relate the footfalls with the purchasing amount.
31
4.5 Staff availability in the store
Excellent 172 9%
Fair 18 1%
poor 3 0%
POOR 3 0%
FAIR 18 1%
EXCELLENT 172 9%
It didn’t find more customers who are very much dissatisfied with the staff availability.
Because we surprised to see that staff are so cooperative and didn’t mind to do the overtime
when more number of staff are on holiday at a particular time. Yes, more customers didn’t say
excellent because at some stores the attrition is more. So there is no adequate staff availability
all the time.
32
4.6 Opinion about Helpfulness of staff in the Store
Fair 16 1%
Poor 2 0%
FAIR POOR
0% EXCELLENT
1%
10%
SATISFACTORY
13%
GOOD
76%
It is found out very few employees in some stores are not so helpful to the customers when
they need them. It’s very difficult to attend each customer especially in the peak hours, so
that’s why it is found only 187 customers who said that Staff helpfulness is excellent. 76%
customers said that staff is very cooperative, helpful and they help whenever they we didn’t
get anything also provide information about offers and new products.
33
4.7 Availability of all the branded products in the store
Excellent 35 2%
Poor 13 1%
GOOD
SATISFACTORY 50%
35%
Very few customers said they don’t feel excellent about varieties of brands available because
customers are very particular about the brands they use. And everybody have their own
choice so some customers don’t get some brands of their choice, so they have put Good
instead of Excellent.
34
4.8 Opinion about the products of Reliance brands
Excellent 8 1%
Poor 16 1%
No Comment 207 8%
SATISFACTORY
32%
207 customers didn’t give any comment because we found they are completely unaware about
the Reliance brand products. The customers who said well they also don’t use all the products
of Reliance Brand. We have seen Reliance Tea is more known to the customers.
35
4.9 Opinion about price and quality of vegetables and fruits
Table 4.9: Opinion about price and quality of vegetables and fruits
Excellent 41 2%
Poor 80 5%
Figure 4.9: Opinion about price and quality of vegetables and fruits
EXCELLENT
2%
POOR
5%
FAIR
21%
GOOD
42%
SATISFACTORY
30%
5% of the customers said that, qualities of the vegetables are poor because they may be not
finding the vegetables are as fresh as the local vendors. Very few people said excellent, they
are generally the very loyal customers and customers who purchase fruits. Very few people
complained about the price and quality of the fruits. 42% customers said that quality of
vegetables and fruits are good than local vendor because they throw out the dump vegetables
and fruits.
36
4.10 Opinion about price and quality of other products
Excellent 95% 5%
Fair 41% 2%
Poor 0% 0%
30%
63%
5% 2%
0%
1127 537
95 41 0
Most of the people found it very difficult to answer. Very few complained about the quality of
products but more number of customers said comparing to the general stores the costs are
high. So they said Good and satisfactory instead of Excellent.
37
4.11 Opinion about store ambience
Excellent 127 7%
Fair 112 6%
Poor 2 0%
STORE AMBIENCE
POOR 2 0%
FAIR 112 6%
EXCELLENT 127 7%
More Customers found the store ambience Good and Satisfactory but they strongly felt that it
could be improved.
38
4.12 Opinion about billing timing
Table 4.12: Opinion about billing timing
Excellent 70 4%
Fair 78 4%
Poor 11 1%
No Comment 82 5%
65%
21%
4% 4%
1% 5%
1176 383
70 78 11 82
More number of customer said the Billing service is Good as comparing to other malls but
They said it should be improved especially in the peak hours and weekends.
39
4.13 Reliance one card Holder
No 564 31%
R1 CARD HOLDER
NO
31%
YES
69%
Only 31% customers don’t have Reliance one card. We found these customers are not regular
to the Stores or even if they come but they don’t purchase much. 69% customers have
Reliance one card and they are loyal customers, who purchase products from Reliance Fresh
regularly.
40
4.14 Benefit of Reliance one card
Excellent 18 1%
Fair 75 4%
Poor 6 0%
BENEFIT OF R1 CARD
31%
20%
44%
1% 4%
0%
800 558
355 65
16 6
516 customers don’t have their R-one card. Most of the people are quite satisfied with the
cash back benefit the card provides especially who purchases more from Reliance Fresh.
41
4.15 Response while enquiry or complain
Response while
No. of Respondents Percentage
enquiry or complain
Fair 40 2%
Poor 8 0%
No Comment 98 5%
POOR NO COMMENT
0% 5% EXCELLENT
FAIR 10%
2%
SATISFACTORY
25%
GOOD
58%
5% customers said No comment because they had never done any enquiry or complain. 58%
customers are satisfied and they said that CSA listen their complain and take a quick action
upon it. Also in every stores there are complain books to write the complain.
42
4.16 Response while returning or exchanging the products
Excellent 139 8%
Fair 32 2%
Poor 5 0%
SATISFACTORY
20%
GOOD
59%
11% customer never experienced the returning or exchanging situation. And the percentage of
people who said poor about the service is 0%. Because we have seen the staff was really
cooperative whenever the customer needs returning or exchanging.
43
4.17 Feeling after purchase the products from Reliance Fresh
Fair 2 0%
Poor 1 0%
56%
1200
1000
33%
800 11%
0%
600 0%
400 1005
200 594 2 1
198
0
Not single customer felt bad after purchasing from Reliance fresh. But most of the customers
can’t able to clearly rate their experience. It was overall a good experience for most of the
customers.
44
4.18 Compare Reliance Fresh to other malls
Fair 20 1%
Good 3 0%
POOR 3 0%
FAIR 20 1%
EXCELLENT
400 22%
400 customers said excellent out of 1800 because they found it was less rush and peaceful as
compared to other malls. So enjoy the purchasing experience immensely. 870 customers said
it is good particularly due to the shorter queue in front of the billing counter.
45
CHAPTER-V
5.1 Findings
• Most of the customers are coming to the Reliance Fresh because of
Their proximity to the store
Good quality of the products available here
For saving time and getting better purchasing experience
• Customers are not satisfied with the replenishment of stocks
• Most of the customers don’t like to purchase vegetables here.
• CSAs are not attending properly to the customers during afternoon hours
• Customer are not getting permanent Reliance one card.
• Indicators for products are not available in some stores.
5.2 Recommendations
• There should be some arrangement for fast billing services during
weekends
• CSAs must be trained to be more knowledgeable about the product and
should be more initiative while attending the customers.
• Watering of the vegetables must be done in a timely manner.
• Varieties of cosmetic products for women must be increased.
• Drinking water facility and sitting arrangement for older people must be
available.
• Promotion of private label products.
• There should be proper indicator in the store for product.
• There should be customer Feedback register as well as complaint box
which should be clearly visible to the customer and it must be monitored
by a single person.
46
5.3 Limitations
Every project has its limitations. This project is no longer exception. We had faced a number
of problems during the project work. Followings are the limitations of the study:-
1. Some people had no time to answer the questions.
2. Sometime respondents were biased.
3. Some of the facts are being left because of lengthiness of questionnaire.
4. Some of the people didn’t know Hindi for which we faced language problem because
we didn’t know Oriya.
5. Time constraint. Because of the restricted time available for the completion of this
project we felt restricted in covering more information for the project.
6. Some of the people got annoyed to answer the questions and they simply avoided us.
5.3 Conclusion
This study has tried to address the need for customer satisfaction in Reliance fresh. From the
foregoing analysis and finding it is evident that customers have much more expectation from
Reliance fresh. Reliance fresh is not able to come up to the expectation level of its customer
fully. Promotional offers are mostly confusing. In terms of RATER Reliance fresh service is
satisfactory. Supply chain must be more efficient, as their most of the time shelves are empty
especially in case of Food & Vegetable, bakery and milk. And also for staples as the sale of
staples is more and it get finish early and it take 3 days for new product come to store.
Respondents suggested that there should be proper communication regarding promotional
offer. That must be easy to understand. 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
behavior, Billing process, Product Assortment, Product Quality, Service quality, etc
Last but not least 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 Bhubaneswar hesitate
to enter into the retail store. Once the conservative thought would abolish definitely the Retail
will grow with leap and bound, ultimately it would benefit Reliance fresh & Reliance retail.
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ANNEXURE
1. Number of times visit Reliance Fresh in a month _____ _____ _____ _____ _____
7. Price and quality of other products _____ _____ _____ _____ _____
8. Store appearance, arrangement and facilities _____ _____ _____ _____ _____
11. Response to customer inquiry or complaint _____ _____ _____ _____ _____
12. Response while returning or exchanging _____ _____ _____ _____ _____
13. What you feel after Purchase? _____ _____ _____ _____ _____
14. As compared to other malls this is _____ _____ _____ _____ _____
15. What did you like best about our customer service ?
_______________________________________________________________________________________________
_______________________________________________________________________________________________
__
_______________________________________________________________________________________________
_______________________________________________________________________________________________
__
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BIBLIOGRAPHY
Books
Websites
www.wikipedia.com
www.ril.com
www.scribd.com
www.answer.com
http://timesofindia.indiatimes.com/articleshow/1525112.cms
http://news.franchiseindia.com/retail/Reliance-Retail-Revenue-may-grow-10-
times--2067/
www.retailangle.com
www.livemint.com
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