Reliance Fresh-Customer Satisfaction

A COMPREHENSIVE STUDY ON RETAIL IN
RELIANCE FRESH
REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT
FOR
POST GRADUATE PROGRAMME IN MANAGEMENT
BY
Dyutismita Sarkar (EIILM/PGP/09-10/D031)
UNDER THE GUIDANCE OF

Prof. Poulami Sengupta
EIILM, Kolkata
&
Mr. Sobhan Banerjee
Deputy Manager, HR, Reliance Retail Ltd.
7,Wood Street,3rd Floor.Kolkata-700016
Eastern Institute for Integrated Learning in Management

6, Waterloo Street, Kolkata – 700069
A Comprehensive Study on Retail in Reliance Fresh Page 1

June, 2010
ACKNOWLEDGEMENT
With due respect I acknowledge the humble efforts of the following persons:
• Mr. Sobhan Banerjee, Deputy Manager, HR, Reliance Retail Ltd.
• Mr. Palash Chakroborty, Store Manager of Reliance Fresh
(Deshapriyo Park store)
I am grateful to Dr. R.P Banerjee-Director of EIILM, Kolkata and Dr.

Ishita Dutta Roy-Dean Academics of EIILM, Kolkata for giving me an
opportunity to study at EIILM and complete my two months Summer
Internship Programme.
I also express my utmost respect and honour to the PLACEMENT

DEPARTMENT OF EIILM for placing me at RELIANCE FRESH for two
months.
I am equally thankful to Prof. POULAMI SENGUPTA, my Internal Guide

for her continuous support and cooperation in order to help me complete this
project with ease.
ONCE AGAIN THANK YOU ALL FOR YOUR HUMBLENESS, LOVE

AND SUPPORT.

DECLARATION
The study on “CUSTOMER’S SATISFACTION”, submitted by me in partial

fulfillment of the requirement for PGPM from EIILM is an original work of
mine. I declare that this project has not been published previously elsewhere; it
is the result of my own effort & has been taken fully for academic purpose. All
education materials consulted in the course of the study have been declared in
the reference. I have done this work independently under guidance of our
External Guide: Mr. Sobhan Banerjee, Deputy HR, Reliance Retail Ltd. and my
Internal Guide: Prof. Poulami Sengupta, Faculty of EIILM, Kolkata. This work
has not been submitted in full or part to many Institute or University for the
award of any degree or diploma.
__________________
Dyutismita Sarkar

CONTENTS
INTRODUCTION 5
COMPANY PROFILE 7
OBJECTIVES 8
METHODOLOGY 9
DATA TABULATION & INTERPRETATION 10
FINDINGS 24
RECOMMENDATION 27
STORE ACTIVITY 30
CONCLUSION 35
LIMITATION 37
REFERENCES 38
ANNEXURE 39
INTRODUCTION
Retailing consists of the sale of goods or merchandise from a fixed location,
such as a department store, boutique or kiosk, or by mail, in small or individual
lots for direct consumption by the purchaser. Retailing may include
subordinated services, such as delivery. Purchasers may be individuals or
businesses. In commerce, a "retailer" buys goods or products in large quantities
from manufacturers or importers, either directly or through a wholesaler, and
then sells smaller quantities to the end-user. Retail establishments are often
called shops or stores. Retailers are at the end of the supply chain.
Shops may be on residential streets, shopping streets with few or no houses or
in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a
shopping street has a partial or full roof to protect customers from precipitation.
Online retailing, a type of electronic commerce used for business-to-
consumer (B2C) transactions and mail order, are forms of non-shop retailing.
Retail in India started with the concept of weekly markets, where all the traders
gathered at one big place to sell their products every week. People came to
these weekly markets to buy the household items for the next one week. Village
fairs and melas were also common as it had more of an entertainment value.
Once the people started getting busy with their lives and turned entrepreneurial,
there emerged the mom and pop shops and the kiranas in the neighborhood.
After independence, came into existence the system of Public distribution of
foods through the ration shops, where food grains, sugar and oil for the daily
consumption were distributed at subsidized rates through the government ration
shops. The modern corporate retail formats are of the exclusive brand outlets,
hypermarkets and supermarkets, departmental stores and shopping malls. But
still a large number of Indian consumers depend on the self-organized retail
shops for their daily needs.
Retail business is a profitable sector in the first world countries and an
emerging sector in India with tremendous potential.
Retail is usually classified by type of products as follows:

• Food products
• Soft goods - clothing, apparel, and other fabrics.
• Hard goods ("hardliner retailers") - appliances, electronics, furniture,
sporting goods, etc.
There are the following types of retailers by marketing strategy:
• Supermarkets - sell mostly food products.
• Department stores - very large stores offering a huge assortment of
"soft" and "hard goods".
• General store - a store which sells most goods needed, typically in a
rural area.
• Convenience store - a small store often with extended hours, stocking
everyday or roadside items.

During my Summer Internship Project, I was given a project titled ‘A
Comprehensive Study on Retail at Reliance Fresh’ under which I was given a
number of options.
As we know ‘Comprehensive Study’ means a vast study which is not possible
within the short period of two months. So, under the guidance of my Store
Manager Mr. Palash Chakroborty I have chosen the following subject as our
project-
“Customer Satisfaction Regarding Product and Service Available at the
Store”.
COMPANY PROFILE
Reliance Fresh comes under Reliance Retail Ltd. It is the convenience store
format which forms part of the retail business of Reliance Industries Ltd of
India which is headed by Mr. Mukesh Ambani. It was incorporated on 30th
October 2006. It launched its first retail format called Reliance Fresh in
Hyderabad on11 Nov in 2006. Spread over 2,000-5,000 sq ft, 11 such Reliance
Fresh neighborhood convenience stores were come up in the city. Its head
quarter is situated in Mumbai and is known as NHQ, i.e., National Head
Quarter. Now it has almost 720 stores across 13 states including Chennai, New
Delhi, Hyderabad, Jaipur, Mumbai, Chandigarh, Ludhiana, Orissa, Uttar
Pradesh and West Bengal. The strategy is to open one Reliance Fresh store in a
radius of three to four km to serve 1,000-2,000 families. This means about 30-
40 stores in the major metros. All the stores opened have an average area of

about 1,800 sq ft and an average of about 20 sales associates attending to
customers. Each store opens from 7 a.m. to 10 p.m. on all seven days of the
week. It has got license of keeping the store open for 365 days. Reliance Fresh
sales staples, grocery, FMCG food items, dairy products, FMCG non-food
products, stationery products and a whole lot of other categories at a very
competitive price. It has its own in-house brands in both food and non-food
section like R-Select, R-Value (food) and Mopz, Sudz, Scrubz (non-food).
These are known as Reliance Private Label Products. It sales fresh fruits and
vegetables through Keventer Agro and that is known as Keventer Fresh.
In West Bengal, Reliance Fresh has 12 stores. I have done my Internship from
Deshapriyo Park store. It was opened on 14th August, 2008. It has an area of
2393 sq ft. Its store code is 2313. Store code is a number given to each sore by
the Mumbai head quarter. Every store has its unique code. Sale for the month of
May was Rs. 11, 37,000 approximately.
OBJECTIVES
During this project my objectives were –
• To find out the level of awareness of the customers at Reliance Fresh-

Deshapriyo Park- My main objective was to find out how much customers
know about the store, whether they are aware of the price, products and
services available at the store. At the same time I wanted to increase the
awareness.

• To find out Customers’ satisfaction about the products and services
available at store and also find out their expectations (if any)- I also
wanted to find out whether customers are satisfied with the products and
services available at the store and if they have any additional requirement.
• To improve customer service based on the feedback- Based on the

feedback that I have got from the study I wanted to improve customers’
satisfaction regarding the store.
METHODOLOGY
I did a research on ‘customers’ satisfaction’. My objective was to find out

whether customers are satisfied with the store and I did this by interviewing the
customers and collecting qualitative data and quantitative data.
• Data Source- Primary Data- All the data I used in my research were
primary data because those were collected directly from field.

• Research Approach- Personal Interaction with Customers- My research
approach was basically personal interaction with the customers as I directly
went to the people and communicate with them about the concerned matter
and gathered all the necessary data.
• Research Instrument- Questionnaire- I used a questionnaire made under

the guidance of the store manager.
• Sample Size- 192- I collected 192 samples during the project.
• Sampling Technique- Convenience Sampling- I used the Convenience

sampling technique, because I collected all the information from those
members of the population who were conveniently available to provide it. It
is not advantageously placed to get information required.
• Sample Frame- Regular Customers at Reliance Fresh Deshapriyo Park-

I did this survey on those who were regular customers at the store. Regular
customers are those who come at least once in a month or monthly basket
purchaser.

DATA TABULATION
&
INTERPRETATION
Frequency of customers' visit at store

I was mainly concerned about those customers who come at the store
often. So, according to my objectives I asked them first how frequently he/she
visits the store.
In response I got this statistics-
• 30% of the customers come at least once in a week.

• 29% of them come twice in a week or more frequently.
• 21% come once in every month.
• 14% come twice in a month.
• 6% come thrice in a month.
How customers get to know about Reliance Fresh
Next I asked them how they got to know about Reliance Fresh and I saw
that-
• 53% of the respondents live in the same locality and so they
automatically get to know about Reliance Fresh as they share the same
locality.
• 22% of them have come to know through their friends and relatives.

• 18% have come to know from news papers.
• 5% have got to know through brochure.
• Very few people got to know through mail and other sources, i.e. 1%
each.
Satisfaction regarding display of products
It is very important to make a proper display of the product. Display of

the product means presenting the product in an attractive way. A planogram of
the store comes from the office but it is the duty of store to give it a good look
and to set a good display of the store.
When I asked customers whether they are satisfied with the display of
products, I got the following replies-
• 55% of the customers are satisfied.

• 14% are highly satisfied.
• 25% think they are moderately satisfied.
• 5% are dissatisfied.
• And a very negligible number of people, i.e., 1% are highly dissatisfied.

Satisfaction regarding availability of daily needs
It is necessary to know that whether the customers are satisfied with the
availability of the products at the store. Availability of the products means all
variety of products which the store sells.
When I asked customers whether they are satisfied with the availability of
products in the store, almost half of the respondents fall in satisfied category
(both satisfied and very satisfied) and thus I got-
• 41% are satisfied.
• 33% are moderately satisfied.
• 1% is highly dissatisfied.
Satisfaction regarding price & offers
According to the survey, majority of the respondents are satisfied with the price
and offers available at store. I got-

• 2% are very dissatisfied.
No. of customers availing basket offers
First I need to know what basket offer actually is. Basket offer actually means
combo offers. This includes some specific combination products at a
discounted price, like 5kg Pillsbury Atta, 3 liters Nature Fresh Actilite Soybean
oil and 2 kg R-value Sugar can be bought for Rs. 349/-, but the MRP is more
than Rs. 400. This is a basket offer.
When I asked how many customers avail basket offers I observed- most of
them do not avail these offers.
• 60% of the respondents don’t avail it.
• 40% of them avail basket offers.

Satisfaction regarding combination of basket offers
Now the question comes if customers are satisfied with combination of

products of basket offers.
• Almost half of them, i.e., 48% are satisfied.
• But 19% of the respondents are not aware of the combinations offered.
Satisfaction regarding price & quality of Reliance

Private Label products

Earlier it has been mentioned what Reliance Private Label products are.
When I asked if customers are satisfied with Reliance Private Label products
regarding price and quality-
• 39% said they are satisfied.
• A very few are highly dissatisfied, like 2%.
• But almost 1/5th, i.e., 17% are not aware of it.
Satisfaction regarding billing speed during rush

hour
From the survey it can be said that customers are very satisfied with the billing
speed during rush hour. More than half of them fall in satisfied category-
• Whereas 23% think it is moderate.
• 3% are highly dissatisfied.

The problem with Reliance is that it has two cash tills, but only one till is
working and the other is not working for a long time.
Satisfaction regarding home delivery system
Reliance also offers home delivery facility free of cost. But the chart says that
50% of the respondents do not avail home delivery facility. This may be
because of two reasons- first, customer has to shop for at least Rs. 700 and
second, it offers home delivery within 2 km distance.
Among those who avail this facility-
• 6% say it’s moderate.
• 4% are highly dissatisfied.
Satisfaction regarding customer service

Reliance Fresh scores good in terms of customer satisfaction.
• 50% of them are satisfied.
• 23% are very satisfied.
• 5% are very dissatisfied.
Closest competitor of Reliance Fresh
When I asked the customers who they think is the closest competitor of
Reliance Fresh, I got to know that-
• Majority of the customers almost 39% think that Spencer is the closest
competitor.
• Followed by Big Bazar (28%).
• Food Bazar (15%).
• A very few respondents supported Spinach and More (1% each).
Some of them voted for two, like-
• 3% voted for Food Bazar and Spencer.
• 2% for Big Bazar and Spencer.
• 4% for Big Bazar and Spencer.
• 1% of them supported all three of Food Bazar, Big Bazar and Spencer.
• But some of the respondents (6%) could not answer the question as they
are not aware of other stores well.

FINDINGS
I have two kinds of findings from my project. Some I got from the survey
among the customers and others I got from my observations.
Let us first discuss what I found from the survey.
• 53% of the customers who come to Reliance Fresh (DP) are mainly local
people. It means local people are very much aware of this store rather
than outside of the locality.
• 59% of the customers prefer to visit the store once in a week or twice in a
week. That means they prefer to visit the store frequently. They buy their
products on weekly basis.
• 51% of the customers are satisfied with the products available, though
48% of total customers fall on the dissatisfaction category and they need
more variety of brands.
• 69% of the customers are satisfied with the display of products. That
means they find their products very easily when they visit the store.
• 53% of the customers are satisfied with the price and offers provided by
the store, though 45% of total customers are not satisfied fully. They
think more discounts should be provided on products.
• 60% of the customers don’t avail basket offers. But those who avail it are
satisfied with the combination of products. Some customers are not
aware of the combinations offered.
• 39% of the customers are satisfied with the price and quality of Reliance
Private Label products. But 17% of the customers are not availing it.

Many of the customer said that the price of private label product is high
compared to other brands.
• 50% of the customers don’t avail home delivery facility. One reason is
that, reliance provides home delivery facility within 2km around the
store. So, the customers who do not live within 2km of radius from the
store can’t avail this facility. Another reason is, if customers shop for at
least Rs. 700/- then only they can avail this facility. But 36% of total
customers are satisfied with this facility.
• 62% of the customers are satisfied with the billing speed and check out
time.
• 73% are satisfied with the overall customer service at the store.

FINDINGS (By Observation):
Now comes what I found from my observations and experiences during the
project. I have not used any questionnaire and this is based only on my
observations.
• The billing speed of cashier during rush hour is very good. But the
problem with Deshapriyo Park store is that it has two cash tills but one
till is not working due to system issue. So, the store has to depend on one
till only, making the customers wait in a queue during rush hour.
• There are some products which were available in the store earlier but it is
no more available now, like Dosa rice, Dudheshwar rice etc. Though
these products still has demands.
• Many Customers want non-veg products at the store. There is a high

demand for non-veg food product.
• Many customers are not aware about the offers which are going on at the
store. They want more tele calling and sms from the store, so that they
can know about the offers.
• Customers face problem if the planogram are changed frequently and

they complain for this.
• I often noticed that CSAs are not conveying the offers to the customers
and some of them don’t push sale much.
• CSAs are less motivated to their work.
• Customers often complain about the quality of fruits and vegetables.

Fruits and vegetables are often not fresh and rotten.
• Customers often complain that price in Reliance Fresh is higher

compared to local market and other organized retails provide more
discounts than our store.
• According to the customers local market and other organized retail have
more variety of products.

RECOMMENDATIONS
According to the findings I want to suggest some recommendations. I have two

kinds of recommendation.
First is what I derived from the findings from survey and the second is based on
my observation and experiences in these two months.
First come recommendations based on Survey:
• Reliance Fresh (DP) should increase their store awareness among the
existing customers and try to attract new customers by doing different
types of promotional activities, like competitions, game shows,
distributing leaflets etc.
• 50% of the total customers are not availing Home delivery facility. This
basically can be because of two reasons- Reliance Fresh Deshapriyo Park
offers home delivery if customers shop for Rs. 700 or above and the
maximum limit is 2 km from the store. If the minimum limit of shopping
bill is decreased more customers can avail this facility. It will increase
the acceptability of the store to customers.
• Store should introduce more discounts & offers, as 45% of the

customers think they should have more discount and offers. Store can
introduce offers on those products that have high profit margin. It will
attract more customers.

• The store can offer good combination of products and make customers
aware of basket offers by more promotion and display of it, as19% of the
customers are not aware of the combinations of products in a basket
offer. I have seen many people do not avail basket offers as they do not
like the combination offered. Store can observe which products are high
in demand and make basket offers with those products so that more
customers buy it.

RECOMMENDATIONS (By Observation):
I would also like to suggest some recommendations which are based on my

observations. I did not use any data or questionnaire for this. These are based
on my experiences at store during these two months.
Recommendations based on observation:
• Earlier I have mentioned that during rush hour customers have to stand in
a queue and it creates dissatisfaction among customers. The closed till
should be repaired immediately to make the billing speed faster and
reduce check out time.
• Store can again start to sale those products which were available earlier
but not available now.
• Store can talk to Local Bazar Samiti to start selling non-veg items in
store.
• Store can provide more tele calling and sms to make the customers aware
of the offers going in the store.
• Planogram and position of bays should not be changed frequently.
• Some staffs of the store need more training on customer service and push
selling. Each staff should be made aware of the offers and prices
available at the store to provide better customer service.
• Staffs should be motivated by frequent praises and appraisals.
• Store can try to sale fresh fruits and vegetables as customers often
complain about the quality of fruit and vegetable.
• Reliance Fresh can keep the price at par with local market to gain
competitive advantage over local stores.
• Reliance Fresh can introduce more variety of products to satisfy

customers’ need.

STORE ACTIVITIES
During these two months I was assigned different activities by the store
manager and store supervisor. These activities can be divided into two
categories. One is Activities at Floor and other is Activities at System.
ACTIVITIES AT FLOOR ACTIVITIES AT SYSTEM

Planogram Implementation SOD
Product Stacking GRN
Customer Dealing GRDC
Promotional Offer Handling Mark Down
FEFO & FIFO Maintenance Dump
Push Selling RTV
Communicating Offers Redeem R-one Voucher
Issuing R-One Card SEL Printing
Expiry Check EOD
Preparation of Job Sheet

First come Activities at Floor:
• Planogram Implementation and Product Stacking- The first task that

was assigned to me is Planogram implementation and product stacking
according to that. Planogram is basically a store lay out. It is the
structural format of the bays and racks of a store and shows which
product should be kept where and in what quantity. It shows the vertical
facing, horizontal facing, depth etc. Product stacking is done in such a
way so that customers can find the products easily. It is very important to
make a proper display of the products. Display of the product means
presenting the product for viewing especially in an attractive way.
• Dealing with customers- My primary task was to deal with customers,

like knowing customers’ need and help them to find their products.
• Promotional Offer Handling- I handled promotional offers. I was given

a list of offers. I had to check if the cash till is accepting those offers or
not. If the offers are accepted I had to print those offers on papers using
MS-Power Point and place those papers on respective bays.
• FEFO & FIFO Maintenance- FEFO stands for First Expire First Out
and FIFO stands for First In First Out. It tells that the products which
expire first should be kept in the front and the products which have
current manufacturing dates should be kept at the back. This is to ensure
that the store should have less expired products.
• Push Selling- I tried to create interest on customers’ mind about the

products. I insisted the customers to take those goods which have high
profit margin, like I insisted them to take Reliance Private Label products
like R-Select, R-value.

• Communicating Offers- I communicated the offers and discounts which
were available at the store by tele calling, smsing and also through direct
interaction.
• Issuing R-One Card- R-one card is a loyalty card or membership card

which customers can get free of cost. They get some benefit on these
cards. To get these cards they have to fill up a form. I issued those cards
from Customer Service Desk and helped them to fill the forms.
• Expiry Check- I also checked expiry dates of products so that there is no

expired products at the bays.
• Preparation of Job Sheet- During the last few days of my project I

helped the store manager and store supervisor to prepare job sheet. Job
sheet is prepared to assign jobs to each employee. Though I am not
officially authorized to do so but I helped them with my suggestions and
feedbacks.

Now let us come to Activities at System:
I also have done certain tasks on the system.
• SOD- SOD stands for Start of the Day. It is the first job that the store
needs to do. Without SOD the store can’t start any of its activities. It
involves certain activities, like the store has to mention previous day’s
cashier and the amount of cash done by him. It’s known as Cashier
Declaration. Store gets a mail from the head office declaring stock of
certain products. Store has to check those quantity and reply back to head
office. It’s known as Stock Declaration. SOD also declares the offers of
that day.
• GRN- GRN is basically Goods Received Note. When store receives any
good from either Distribution Center or Vendor it issues a GRN. The
name, quantity and price of products are mentioned here. One copy is
kept with the store and one copy is kept with the sender of the products.
• GRDC- GRDC stands for Goods Returned to Distribution Center (DC).

When there is any quality issue regarding the products sent by DC the
store returns those goods back to the DC. This process is known as
GRDC.
• Mark Down- When a product is very near to its expiry or its shelf life is
going to finish the store sells those products at a lowered price. This is
known as Mark Down. Store manager can set up to 15% mark down. The
store has to send a mail to the zonal office. But for more than 15% mark

down they need to take permission from the Category Manager and
Cluster Manager.
• Dump- When the goods are totally expired or damaged store cannot sale
those goods. They need to dump those goods and make an entry in the
system and to inform the SLP (Security and lose preventions).
• RTV- Reliance has contracted with some of the companies regarding

expiry of some products. If those products are expired or get damaged,
store cannot dump or mark down those goods. They have to send those
goods to vendors. This process is known as RTV or Return to Vendor.
This is done in case of brands like Daily, Mayurank etc.
• Redeem R-one Voucher- R-one card holders are given certain points
with each purchase if they swipe their cards. When they collect at least
25 point they can redeem those points against a voucher with which they
can buy products from store without paying cash. I redeemed those R-
one vouchers through system.
• SEL Printing- SEL means Shelf Edge Label. It is a small tag with name,
code, and price of the product and these are placed on each shelf having
that certain product. I have printed SEL with the help of HHT machine
(Hand Held Terminal).
• EOD- EOD stands for End of the Day and it is the last activity done in
the store. It is a declaration about total sales, item sold and quantity sold
in a particular day.

CONCLUSION
Now at the end of my Summer Internship Project when I think what I got
during these two months, the one thing that comes to my mind is that this has
been a life time opportunity and a great learning experience for me.
Some of the things that I learned are:

• How to handle customers: The first thing that I learned is how to handle
customers. After a lot of experience at store I realized that it is a very
difficult job to make a customer satisfy as they are always complaining
about something or the other.
• Flexibility in work: One of the major lessons that I got is flexibility in

work. I had to work there for 9 hours every day and sometime more than
that. I had to stand there all the day and finish the tasks assigned. I
realized it is very difficult to adjust with the schedule of retail stores. For
the first time in my lives I learnt to work on Sundays and holidays.
• Exposure of Retail industry: Before going to the SIP I did not know
much about Retail Industry. But after finishing this project I got an
exposure of Retail, an extremely profitable and established business in
the first world countries and an emerging sector in our country. As I have
chosen Retail as my minor specialization this experience will help me in
my future.
• Time Management: I learned how to manage a number of tasks in a
given time. At store I had to deal with customers and I was given tasks
by the store manager and store supervisor which I had to finish on time.
At the same time I worked on my project. Thus I learned time
management.
• Experience of working in a group: The last thing that I learned is how

to work in a group. I worked with other staffs at the store. It was my first
experience to work as a team in the corporate world.

LIMITATIONS
During the project I faced certain limitations. All customers did not respond to
our survey. That may be because of two reasons. Some of them were in hurry;
they didn’t have time for answering the questions. Some of them were not
interested to answer the survey.

REFERENCES
BOOKS:-
Statistical Tools for Managers, D.P. Apte
SITES:-
• http://en.wikipedia.org/wiki/Reliance_Fresh
• http://www.reliancefresh.info/
• http://ekikrat.in/Reliance-Fresh

ANNEXURE
Questionnaire used for conducting survey:
Comprehensive Study on Reliance Fresh
Name:
Age: Sex:
Phone no.:
[1- Highly Dissatisfied, 2- Dissatisfied, 3- Moderate, 4- Satisfied, 5- Highly
Satisfied]
1. How frequently do you Visit Reliance Fresh?
a) Once a week b) Twice a week c) Once a month
d) Twice a month e) Thrice a month
2. From where did you get to know about Reliance Fresh?

a) News paper b) Relatives c) Brochure d) Mail
e) Others—(please specify) __________

3. How do you rate our display of products?
a) 1 b) 2 c) 3 d) 4 e) 5
4. How would you rate Reliance Fresh regarding availability of goods?

a) 1 b) 2 c) 3 d) 4 e) 5
3. How would you rate Reliance fresh regarding the price and
promotion offers available?
a) 1 b) 2 c) 3 d) 4 e) 5
3. Are you buying the basket offers available in Reliance fresh?

a) Yes b) No
3. Are you satisfied with the combination of products of the basket

offer in Reliance Fresh?
a) Yes b) No
3. How do you rate reliance Private Label Products regarding price

and quality?
a) 1 b) 2 c) 3 d) 4 e) 5
3. How would you rate the home delivery facility?

a) 1 b) 2 c) 3 d) 4 e) 5
3. How do you rate the billing speed of the cashier in Reliance Fresh
during rush hour?
a) 1 b) 2 c) 3 d) 4 e) 5
3. Who do you think is the closest competitor of Reliance Fresh?

a) Food Bazar b) Big Bazar c) Spencer d)
Spinach e) More
3. How do you rate Reliance Fresh Regarding customer service?

a) 1 b) 2 c) 3 d) 4 e) 5

13. Any downside you want to suggest?

Reliance Fresh-Customer Satisfaction

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A COMPREHENSIVE STUDY ON RETAIL IN

UNDER THE GUIDANCE OF

Eastern Institute for Integrated Learning in Management

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I am grateful to Dr. R.P Banerjee-Director of EIILM, Kolkata and Dr.

I also express my utmost respect and honour to the PLACEMENT

I am equally thankful to Prof. POULAMI SENGUPTA, my Internal Guide

ONCE AGAIN THANK YOU ALL FOR YOUR HUMBLENESS, LOVE

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The study on “CUSTOMER’S SATISFACTION”, submitted by me in partial

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DATA TABULATION & INTERPRETATION 10

Retail is usually classified by type of products as follows:

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During this project my objectives were –

• To find out the level of awareness of the customers at Reliance Fresh-

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• To improve customer service based on the feedback- Based on the

I did a research on ‘customers’ satisfaction’. My objective was to find out

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• Research Instrument- Questionnaire- I used a questionnaire made under

• Sample Size- 192- I collected 192 samples during the project.

• Sampling Technique- Convenience Sampling- I used the Convenience

• Sample Frame- Regular Customers at Reliance Fresh Deshapriyo Park-

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Frequency of customers' visit at store

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In response I got this statistics-

• 30% of the customers come at least once in a week.

How customers get to know about Reliance Fresh

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Satisfaction regarding display of products

It is very important to make a proper display of the product. Display of

• 55% of the customers are satisfied.

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Satisfaction regarding price & offers

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No. of customers availing basket offers

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Now the question comes if customers are satisfied with combination of

Satisfaction regarding price & quality of Reliance

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Satisfaction regarding billing speed during rush

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Satisfaction regarding home delivery system

Satisfaction regarding customer service

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Closest competitor of Reliance Fresh

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• Many Customers want non-veg products at the store. There is a high

• Customers face problem if the planogram are changed frequently and

• CSAs are less motivated to their work.

• Customers often complain about the quality of fruits and vegetables.

• Customers often complain that price in Reliance Fresh is higher

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According to the findings I want to suggest some recommendations. I have two

• Store should introduce more discounts & offers, as 45% of the

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