EVOLUTION OF RETAIL INDUSTRY IN INDIA

Over the last 2-3 years, the Indian consumer market has seen a significant
growth in the number of modern-day shopping centers, popularly known as
malls.

There is an increased demand for quality retail space from a varied segment of
large-format retailers and brands, which include food and apparel chains,
consumer durables and multiplex operators.

Shopping-centre development has attracted real-estate developers and
corporate houses across cities in India. As a result, from just 3 malls in 2000, India
has over 220 malls by 2005.

Today, the expected demand for quality retail space in 2008 is estimated to be
around 80 million square feet.

While previously it was the large, organized retailers with their modern, up-
market outlets, and direct consumer interface- who had been a key factor driving
the growth of organized retail in the country, now it is the malls which are playing
the role.
RELIANCE GROUP


The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's
largest private sector enterprise, with businesses in the energy and materials
value chain. Group's annual revenues are in excess of USD 27 billion.


The flagship company, Reliance Industries Limited, is a Fortune Global 500
company and is the largest private sector company in India.

Backward vertical integration has been the cornerstone of the evolution and
growth of Reliance. Starting with textiles in the late seventies, Reliance pursued
a strategy of backward vertical integration - in polyester, fibre intermediates,
plastics, petrochemicals, petroleum refining and oil and gas exploration and
production - to be fully integrated along the materials and energy value chain.

RELIANCE FRESH

APKA FRESH APKE PADAOS ME

Reliance fresh 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 into
almost every metropolitan and regional area of India. 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.

The reliance fresh supermarket chain is rils rs 25,000 crore venture and it plans to add
more stores across different g, and eventually have a pan-India footprint by year 2011. The
super marts will 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.

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
Research Objective


To study consumer buying behaviour reliance fresh customer of Delhi

To know about the consumer awareness towards Reliance fresh.

Research Problem

To make a comprehensive study of Reliance Fresh &know the Buying behaviour
& of Reliance Fresh customers.


Type of research

Descriptive type research has used to complete the project. This research is
base on fact finding enquires and the variables are totally independent and
uncontrollable.


Data collection:

Primary Data
Primary data of research are collected from direct resources (customer of
Reliance fresh) through questionnaire.

Secondary Data

Secondary Data which are used for research to know the history scop of Retail
industry are collected from already available resources like net and other
sources


Universe

Universe of this research is reliance fresh customer of Delhi.


Sampling technique

Random sampling is used for research project. I have given equal weightages to
my all respondent and chose them randomly without any biased like gender,
age, income culture.



Sample size


425 respondents has selected as sample size for research.



Data representation technique and tools

Columns chart & Pie chart has used for representation.


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2006 2010 2015
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SUMMARY

The project has some limitations because it is totally based on efforts of
individuals. Peoples may be careless and may not give correct answer to the
questions, because of so many reasons.

It is totally based on personal efforts of individuals.
Some of the consumers are unable to understand the questionnaire.
Language is one of the worst problem, some of the consumers are unable to
understand English.

Some consumers are not interested in filling questionnaire.

1-Mazority of customers here is female.

2- Majority of customers are young.

3-Majority customers like to purchase all goods from Reliance fresh.

4- Customers like one stops shopping.
5-Local market till today is the first choice of customer.

6-Advertisement is the biggest way to attracting the customer.

7-Promotion scheme not so easy to under stand for customer.

8-Most of customer is not fully satisfied with store.

9-Tele phone is the best way for attracting the customer.

10 Shortages of skilled workers.


CONCLUSION

After analysing the feedback from the customers regarding their overall experience at
Reliance Fresh, the following conclusion and thereon are:

As more and more consumers are shifting from kirana shops to convenience
stores/supermarkets with increasing middle class and more disposable income in their
hands, Reliance should try to attract customers in their catchment areas by providing
better services at competitive prices and a wider variety of products under one roof.

Frequency of visit to the store can be increased by offering bonus points to Reliance One
customers who make regular visits to the store and they should be given extra incentives
by the way of money vouchers, some promotion or credit facility.


As promotions are the major attraction for a consumer to visit a store which includes
competitive price also, the company should ensure that the marketing department
provides the best of the promotions and the operation department should ensure that
the promotions are running properly at the store ie. there is no shortage of promotional
gift items, promotions are being shown at the POS. These are some of the major
constraints for which consumers also complained.

REFERENCES
BOOKS

Services, Marketing, 2e- Operations, Management and Strategy, 2
nd
edition, Kenneth E. Clow and
David L. Kurtz

Marketing Management, 12
th
Ed, Kotler, Philip

Services Marketing, Concepts, Strategies and Cases, 3
rd
edition, K. Douglas Hoffman and John E.G.
Bateson

Weekly Front End Reports of Reliance Fresh, NCR

KPMG report on retail industry in India, 2007.

Customer Services manual, Reliance Fresh.

Edelweiss report on Retail, Shopping goes hyper, 2008.

WEBSITES
1. www.ril.com
2. www.google.com
3. www.wikipedia.com
4. www.reliancefresh.com
Appendix
Questionnaire

NAME-GENDER-
AGE - Monthly income-

1- How offer do you shop

Daily ( ) week ( ) fortnightly ( ) once in month ( )

2- What do you mostly shop for at mentioned store

Vegetables ( ) Grocery ( ) cosmetic product ( )

3- Which store do you shop?

Reliance Fresh ( ) Big apple ( ) other ( ) Local market

4- Preference of shopping

Quality ( ) Brand ( ) Price ( ) one stop shop

5- Do advertisement and promotion influence your shopping decision

Yes ( ) No ( )


6- Are Promotion scheme easy to understand

Yes ( ) NO ( ) some time ( )


7- How likely are you to recommend Reliance Fresh to a friend or relative? Would
you say the chances are?

Excellent ( ) Good ( ) Fair ( ) Poor ( )

8- Are the Price of Reliance fresh is lower than the other competitor

Yes ( ) No ( ) Equal ( ) no idea ( )

9- Which form of advertisement do you think is most effective?

Print ( ) TV ( ) Radio ( )


10- Did you get help from CSA when asked?

Yes ( ) No ( ) some time ( ) Never ( )