SUMMER PROJECT/INTERNSHIP REPORT

ON
RETAIL STORE OPERATIONS
AT
RELIANCE RETAIL LTD.
Submitted in partial fulfillment of te
Po!t "raduate #iploma in Mana$ement %Mar&etin$'
()
Ms. Praveen Sethia

Roll No. ** Se!!ion+ ,--./,-0-
Under te $uidan1e of+
Prof. Dr. VISHAL KUMAR
Table of contents
Sl. no. particulars page no.
List of Abbreviations
8
Acknowledgement
9
Executive Summary
10
1. Introduction To Retail
1. Incetion !f "etail
1#
2. "etail Scenario In India
1#
3. $rowt% of "etail Industries In India
1&
2. Introduction To The Company
1. 'ounder(s )essage
1*
2. +oard of ,irectors
1*
3. $rowt% -%roug% .alue /reation 19
4. "eliance 'res%
00
5. "eliance 'res% In "anc%i
01
3. Research Objectives
1. )anagerial 1ersective
02
2. "esearc% !b3ectives
0#
4. Research Methodology
1. "esearc% )et%odology
04
2. "esearc% -ye
04
3. Samle Si5e
0*
4. Samling 1rocedure
0*
5. ,ata /ollection -ec%ni6ues
0*
6. -ime of /ollection 08
7. Limitations of -%e "esearc%
08
5. Data Analysis
1. ,ata +ase
21
2. ,escritive Analysis
20
3. /orrelation Analysis
22
4. a7 "egression Analysis 8'ootfall 9 Sales7
2&
1. b7 "egression Analysis 8/ustomer 9 Sales7
2*
2. -esting of :yot%esis
28
3. Analysis of /atc%ment Area
#0
6. Findings and Recommendations
4
7. Conclusion
4!
8. Anne"ure
8;1 <uestionnaire
#*
8;0 +ibliogra%y
&0
list of tables
sl. no. particulars page no.
1. Tab . 1
'ootfall= /ustomer Sales ,ata at :inoo for )ay 0009
20
2. Tab . 2
,escritive Analysis
21
3. Tab. 3
/orrelation Analysis
22
4. Tab. 4 a)
"egression Analysis 8-ot 'ootfall9-ot Sales7 2#
5. Tab. 4 b)
"egression Analysis 8 -ot customers9 -ot Sales7 24
6. Tab 5.
-esting of :yot%esis
28
7. Tab 6.
1ercentage of /atc%ment Area
#0
List of Figures
Fig #$ Retail outlet
#4
Fig $ Dhiru %hai Ambani
#&
Fig '$ Mu(esh D$ Ambani
#&
Fig 4$ %oard o) Directors *RI+,
#-
Fig !$ Reliance Fresh .tore
/
Fig 0$ Analysis o) Catchment Area
4/

LIST OF A!"#IATIO$S
AO1 > Annual !erating 1lan;
A.T > Assortment;
C.A > /ustomer Service Associates;
C.D 9 /ustomer Service ,eartment;
DC > ,istribution /entre;
D.D > ,irect Sale ,elivery;
F%. > 'lat +ed Scanner;
FIFO > 'irst In 'irst !ut;
22. > :and :eld Scanner;
22T > :and :eld -erminal;
+IFO > Last In 'irst !ut;
M.R > )embers%i Service "eresentative;
O. > !rbital Scanner;
1O3 > 1lanogram;
1O1 > 1oint !f 1urc%ase;
1O. 9 1oint !f Sale;
.4+ 9 S%elf Edge Label;
.RA > Store "elation Associates;
A%&$O'L"()"*"$T
All raise to almig%ty $od w%ose mercifulness benevolence= gifted
me t%e ever9caring arents w%ose raise and selfness gesture made t%is work
to reac% its fruitful destination;
At t%e onset= I would like to exress my %eartiest t%anks to MR$
A5I+ 6$ 67MAR 8:ead :;"7 and t%en to Ms$ A+A56RITA 6787R w%o gave
me an oortunity to undertake a ro3ect at "ELIA?/E "E-AIL Ltd;
I exress my sincere regard to Mr$ A578 .I5328 Store
Suervisor7 for %is excellent command over t%e information regarding "eliance
'res% and s%aring t%e same wit% me %as come a long way to %el me comlete
t%is ro3ect; )oreover= I am also t%ankful to all ot%er emloyees of t%e "eliance
'res% w%o %ave been very suortive t%roug%out t%e ro3ect eriod;
I also forward my grateful acknowledgment and %eartfelt gratitude
to Dr$ Francis and 1ro) .hubhojit 3hosh and entire faculty of )arketing and
'inance ,et;= 1une @niversity= "anc%i roviding me roer guidance and %el
for my training ro3ect;
I am most obligated to )y "esearc% guide and my mentor 1ROF$
DR$ 9I.2A+ 67MAR: Reader= 1une @niversity w%o rovided must need
constructive criticism= unending insiration= valuable and ain taking
guidance= encouragement= untiring and constant %el= and above all %is
ositive attitude towards my abilities made t%e ac%ievement of t%is goal= a
c%allenging en3oyable= and rewarding and stimulation exeriences;
Lastly I want to ay my %earted t%anks to my friends and eole w%o
gave to me t%eir valuable suggestion and guidance in comleting my ro3ect;
+ra,een Set-ia
"."%/TI#" S/**A!0
-%e ro3ect entitled A"E-AIL S-!"E !1"A-I!?SB carried out= was t%e result
of extensive study of t%e "ELIA?/E '"ES: store situated in :I?!!= "anc%i;
)y sub3ect of study was analy5ing /A-/:)E?- A"EA= '!!-'ALL A?,
/@S-!)E"(S A.E"A$E -I/CE- SIDE of t%e store;
CATC2M45T AR4A
It is deEned as t%e area from w%ere t%e customers are mostly attracted
to t%e store; In my ro3ect= t%e /atc%ment area included :inoo= ,%urwa=
,oranda= )ain "oad= Sector= Sout% !Fice 1ara= ?ort% oFice 1ara= :atia
etc; -%e ma3or residential areas involve )E/!? colony and Satellite
/olony;
FOOTFA++
'ootfall can be described as t%e no; of eole w%o visit t%e stores; -%ese
may not necessarily be t%e buyers; Gindow s%oers are also included in
t%is; -%e average footfall of "eliance 'res% Store= :inoo was around &00
to 400 visitors er day;
TIC64T .I;4
-icket si5e refers to t%e billing amount of t%e customers; It includes w%at
t%ey urc%ase; -%is means revenue of t%e store;
-%e scoe of ro3ect allows a two way aroac% to learn about t%e
functioning of "eliance 'res% outlets; 'irstly= it rovides an oortunity to
know about in and out of t%e functioning of t%e retail store w%ic% serves bot%
as t%e frontline of oerations and t%e revenue earner for t%e organi5ation
engaged in t%e business of organi5ed retailing; -%e retail store w%ic% serves as
t%e oint of interaction and transaction between t%e organi5ation and t%e
customers is t%e biggest stake%older in determining t%e level of success of t%e
business; !erations set t%at regulate t%e entire workings of a store t%us %ave
a ivotal role; -%us w%ile being engaged in a ro3ect work in an retailing
organi5ation= to develo knowledge about t%e retail store oerations rovides a
kind of comleteness to t%e task of understanding t%e trade;
!n t%e ot%er %and factors like counts of footfall= t%e value of ticket si5e
etc; are ultimate determiners in t%e extent of success t%at t%e retail
organi5ation %as ac%ieved; -%ese determinants are in a sort litmus tests about
t%e correctness of t%e strategy and t%e ositioning in order to reac% t%e
consumer grous; All t%e working rocedure as well as t%e lanning is usually
so organi5ed as to ensure t%e maximum business bot% in terms of volume and
value; -%e Erst level facilitator for t%is urose ac%ievement is t%e footfall
Egures of t%e stores under observation; +y simle logic it can be deci%ered
t%at more number of eole entering t%e store means more amount of revenue;
-%e arrival of consumer %ordes can be a near to sure indictor of accetability
of t%e business model of t%e organi5ation;
+ut t%e aroac% to determine outcome of a retail business model on
footfall alone can unfailingly lead to fallacies; So in order to reinforce t%e
element of surety in t%e task of analysis a more trustful aroac% of taking eye
to t%e ticket si5e is desirable;
Research Methodology
"esearc% )et%odology is t%e master lan for conducting t%e researc% study; It
s%ould be noted t%at a "esearc% )et%odology is uni6ue to a "esearc% ,esign;
As t%e ro3ect undertaken by me rimarily em%asi5es on t%e Store !erations
of "eliance 'res% Store= :inoo so I took %el of ,escritive "esearc% Studies;
,escritive "esearc% involves t%e descrition of t%e c%aracteristics of t%e
variable= descrition of t%e extent of association between variables and it
allows t%e researc%er to infer about t%e variables; Like in t%is case= t%e
variables were analy5ing 'oot9fall= /atc%ment Area and t%e Average -icket Si5e
of t%e customers; Anot%er reason was t%at I worked on t%e data rovided by
t%e store i;e; it was secondary data 8total footfall= total sales= total no; of
customers etc;7 for a mont% and I knew w%ic% arameters to work uon; Also I
interviewed t%e customers and observed t%eir be%avior towards Store;
-%e ro3ect(s data collection was t%roug% 1rimary and Secondary sources;
1rimary data was t%e one w%ere I interviewed and observed t%e customers and
gave t%em 6uestionnaires to Ell for t%e urose of /atc%ment Area; Secondary
data included t%e analysis art t%roug% t%e data given by t%e Store;
I gat%ered data of one mont% from t%e "eliance Store i;e; from 1
st
of )ay
to 21
st
of )ay as t%e Samle Si5e; It included -otal 'ootfall= -otal /ustomers=
-otal Sales= Average Sales er /ustomers= ?o; of items sold and /onversion
"atio; 'or t%e 6uestionnaire Elling I took a samle of &0 eole from t%e
nearby locations 8:inoo :ousing colony= ,oranda= Sector= ,%urwa etc;7; I also
interviewed t%ose w%o visited t%e store regarding t%e Store Ambiance=
Assortments of roducts and services rovided;
-%e tye of Samling 1rocedure w%ic% I %ave c%osen is /onvenience
Samling; /onvenience samling is a generic term t%at covers wide variety of
Ad9%oc rocedures for selecting resondents;
Since samling units were accessible= convenient= easy to measure= co9
oerative and articulate= I used /onvenience Samling; I interviewed t%e
customers and analy5ed t%e given data t%roug% my own convenience and
exertise;
Findings
-%ese 4 weeks of my interns%i was a good learning exerience for me; I was
exosed to t%e ractical asects of )arketing and "etailing; -%e ma3or Endings
areH
1. .isibility of t%e roducts s%ould be increased;
2. -%ere must be more sales romotion and advertising activities;
3. -%ere is an imminent need of betterment of /ustomer Suort
Services of "eliance 'res% Store;
4. /lose link s%ould be establis%ed wit% customers t%roug% customer
relations rograms and try to meet t%eir re6uirement regarding
roduct and services and to make t%em aware about bot% roduct and
romotions;
5. 1romote t%e eculiar areas w%ere "eliance 'res% stores= %ave an
uer %and like correct weig%t and measures= values acks of goods=
6uality service and ambience;
6. "ig%tsi5ing is desired in certain stores; A large area is occuied by
categories like aarels w%ic% %ave very limited sales but rent %as to
be aid for t%e area;
7. Long 6ueues too often discourage eole to s%o in "eliance 'res%
store esecially t%e customers w%o urc%ase smaller 6uantities of good
8say "s; 10;00 bread7; So number of tills in eac% store s%ould be
between deending uon factors like and stateside; In rus% %ours
8. Innovativeness is t%e mantra for success; +rainstorming sessions must
be conducted for generation of new innovative ideas;
Conclusion
'inally analy5ing all t%e factors resonsible for increasing sales and t%e no; of
customers in "eliance 'res% Store= :inoo= I came to t%e conclusion t%at t%e
"eliance "etail $rou %as a ma3or focus on ac%ieving customer needs and t%eir
satisfaction level and not to t%ose w%o made it ossible i;e; t%e Sales 'orce;
-%ere are multitudinous rograms and events taking lace to attract a large
amount of crowd from t%e resective locations; +ut t%e industry s%ould also
kee in mind t%e integrated eForts made by t%e team i;e; t%e /SA(s= Store
Suervisors= Store )anager and t%e eole involved in store activities for t%e
en%ancement customers attraction by t%e store and Enally maximi5ation of
revenue;
%1A+T"! 1.
I$T!O(/%TIO$
TO
!"TAILI$)
I$T!O(/%TIO$ TO !"TAIL
1.1 Inception of !etail usiness
'ig; 1
Retailing is derived )rom the French <ord =retaillier> <hich means ?
=To cut o@ a piece or to brea( bul(>
"etailing consists of the sale of goods or merchandise from a fixed
location= suc% as a deartment store= bouti6ue or kiosk=
or by ost= in small or individual lots for direct
consumtion by t%e urc%aser; "etailing may include
subordinated services= suc% as delivery; 1urc%asers may be individuals or
businesses; A IretailerI buys goods or roducts in large 6uantities from
manufacturers or imorters= eit%er directly or t%roug% a w%olesaler= and t%en
sells smaller 6uantities to t%e end9users J consumers; "etail establis%ments are
often called s%os or stores; "etailers are at t%e end of t%e suly c%ain;
)anufacturing marketers see t%e rocess of retailing as a necessary art of
t%eir overall distribution strategy; -%e term IretailerI is also alied w%ere a
service rovider services t%e needs of a large number of individuals= suc% as a
ublic utility= like electric ower;
!nline retailing= a tye of electronic commerce used for business 9to 9
consumer 8+0/7 transactions and mail order= are forms of non9s%o retailing;
S%oing generally refers to t%e act of buying roducts; Sometimes t%is is
done to obtain necessities suc% as food and clot%ingK sometimes it is done as a
recreational activity; "ecreational s%oing often involves window s%oing
83ust looking= not buying7 and browsing and does not always result in a
urc%ase;
1.2 !etail scenario in In2ia
Indian retail industry is t%e largest industry in India= wit% an emloyment of
around 8L and contributing to over 10L of t%e countryMs $,1; "etail industry
in India is exected to rise 0&L yearly being driven by strong income growt%=
c%anging lifestyles= and favorable demogra%ic atterns;
It is exected t%at by 0014 modern retail industry in India will be wort%
@SN 1*&9 000 billion; Indian retail industry is one of t%e fastest growing
industries wit% revenue exected in 000* to amount @SN 200 billion and is
increasing at a rate of &L yearly; A furt%er increase of *98L is exected in t%e
industry of retail in India by growt% in consumerism in urban areas= rising
incomes= and a stee rise in rural consumtion; It %as furt%er been redicted
t%at t%e retailing industry in India will amount to @SN 01;& billion by 0010 from
t%e current si5e of @SN *;& billion;
S%oing in India %ave witnessed a revolution wit% t%e c%ange in t%e
consumer buying be%avior and t%e w%ole format of s%oing also altering;
Industry of retail in India w%ic% %ave become modern can be seen from t%e fact
t%at t%ere are multi9 stored malls= %uge s%oing centers= and srawling
comlexes w%ic% oFer food= s%oing= and entertainment all under t%e same
roof;
Indian retail industry is exanding most aggressively; As a result of t%is=
a great demand for real estate is being created; Indian retailers referred
means of exansion is to exand to ot%er regions and to increase t%e number of
t%eir outlets in a city; It is exected t%at by 0010= India may %ave 400 new
s%oing centers;
In t%e Indian retailing industry= food and food roducts is t%e most
dominating sector and is growing at a rate of 9L annually; -%e branded food
industry is trying to enter t%e India retail industry and convert Indian
consumers to branded food; Since at resent 40L of t%e Indian grocery basket
consists of non9 branded items;
Indian retail industry is rogressing well and for t%is to continue retailers
as well as t%e Indian government will %ave to make a combined eFort;
1.3 )ro3t- of !etail In2ustries in In2ia4
$rowt% of "etail /omanies in India ex%ibits t%e boom in t%e retail
industry in India over t%e years; -%e increase in t%e urc%asing ower of
t%e Indian middle classes and t%e inOux of t%e foreign investments %ave
been encouraging in t%e $rowt% of "etail /omanies in India;
$rowt% of "etail /omanies in India is still not yet in a matured stage
wit% great otentials wit%in t%is sector still to be exlored; Aart from t%e
retail comany like ?ilgiriMs of +angalore= most of t%e retail comanies are
sections of ot%er industries t%at %ave steed in t%e retail sector for a better
business; -%e $rowt% of "etail /omanies in India is most ronounced in t%e
metro cities of India= %owever t%e smaller towns are also not lagging be%ind in
t%is; -%e retail comanies are not only targeting t%e four metros in India but
also is considering t%e second graded ucoming cities like A%medabad=
+aroda= /%andigar%= /oimbatore= /oc%in= Lud%iana= 1une= -rivandrum= Simla=
$urgaon= and ot%ers;
-%e Sout% Indian 5one %ave adoted t%e rocess of shopping in the
supermar(ets for t%eir daily re6uirements and t%is %as also been inOuencing
ot%er cities as well w%ere many hypermar(ets are coming u day to day;
%1A+T"! 2.
I$T!O(/%TIO$
TO
T1" %O*+A$0
I$T!O(/%TIO$ TO %O*+A$0
2.1 Foun2er5s *essage
"Growth has no limit at Reliance. I keep revising my vision.
Only when you can dream it, you can do it."
'ig; 0 Dhirubhai 2$ Ambani
Foun2er %-air6an !eliance )roup
7(ece6ber 289 1:32 ; <ul= 69 2>>2?
,%irub%ai Ambani founded "eliance as a textile comany and led its evolution
as a global leader in t%e materials and energy value c%ain businesses; :e is
credited to %ave broug%t about t%e e6uity cult in India in t%e late seventies and
is regarded as an icon for enterrise in India; :e eitomi5ed t%e sirit Mdare to
dream and learn to excelM; -%e "eliance $rou is a living testimony to %is
indomitable will= single9minded dedication and an unrelenting commitment to
%is goals;
2.2. oar2 Of (irectors of !eliance In2ustries Li6ite2

'ig; 2
.

*u@es-
(.
A6bani
Chairma
n-cum-
Managin
g
Director

'ig; # 'ig; & 'ig; 4
$i@-il !. *es3ani
Executie Director
1ital !. *es3ani
Executie Director
1.S. &o-li
Executie Director
-%e "eliance $rou= founded by ,%irub%ai :; Ambani 81920900007= is
IndiaMs largest rivate sector enterrise= wit% businesses in t%e energy and
materials value c%ain; $rouMs annual revenues are in excess of @SN 20 billion;
-%e Oags%i comany= "eliance Industries Limited= is a 'ortune $lobal &00
comany and is t%e largest rivate sector comany in India;
+ackward vertical integration %as been t%e cornerstone of t%e evolution
and growt% of "eliance; Starting wit% textiles in t%e late seventies= "eliance
ursued a strategy of backward vertical integration 9 in olyester= Ebre
intermediates= lastics= etroc%emicals= etroleum reEning and oil and gas
exloration and roduction 9 to be fully integrated along t%e materials and
energy value c%ain;
-%e $rouMs activities san exloration and roduction of oil and gas=
etroleum reEning and marketing= etroc%emicals 8olyester= Ebre
intermediates= lastics and c%emicals7= textiles= retail and secial economic
5ones;
"eliance en3oys global leaders%i in its businesses= being t%e largest
olyester yarn and Ebre roducer in t%e world and among t%e to Eve to ten
roducers in t%e world in ma3or etroc%emical roducts; )a3or $rou
/omanies are "eliance Industries Limited 8including main subsidiaries
"eliance 1etroleum Limited and "eliance "etail Limited7 and "eliance
Industrial Infrastructure Limited; "eliance "etail is a subsidiary of "eliance
Industries Limited; It is t%e largest 1rivate sector conglomerate of India;
"eliance "etail is t%e retail business of "eliance Industries; -%ere are
many brand names under t%is business suc% as "eliance I9Store= "eliance
:ome Citc%ens= "eliance -ime !ut= "eliance ,igital= "eliance Gellness=
"eliance -rend5 etc;
"eliance was establis%ed as a textile concern in t%e year 1944 by
,%irub%ai :; Ambani; -%is comany followed a diversiEcation strategy since its
incetion; It vertically integrated; -%is resulted in formation of many
subsidiaries; "eliance "etail is one suc% subsidiary; "eliance "etail is a art of
t%e "eliance Industries Limited; "eliance industries is actually t%e largest
conglomerate in India; It %as an annual turnover of @SN2&;9 +illion; It is also
listed on 004t% osition in t%e 'ortune $lobal &00 comanies; -%e comany
started oF as a small textile comany around 20 years ago; And now it %as
exanded vertically and %ori5ontally to be IndiaMs ?umero9uno;
"eliance "etail is actually t%e retail grou of "eliance Industries Limited;
It %as a number of brands like "eliance -ime !ut= "eliance ,igital= "eliance
Gellness; Auto5one= "eliance Suer= "eliance )art= "eliance I9Store;
"eliance $rou was establis%ed in 19*0Ms; -%e "eliance "etail was found
in t%e year 0004 as an oerating subsidiary; It %as its %ead oFice in )umbai=
India;
2.3 )ro3t- T-roug- #alue %reation
Git% a vision to generate inclusive growt% and roserity for farmers=
vendor artners= small s%okeeers and consumers= "eliance "etail Limited
8""L7= a subsidiary of "IL= was set u to lead "eliance $rou(s foray into
organi5ed retail;
Git% a 0*L s%are of world $,1= retail is a signiEcant contributor to
overall economic activity across t%e world; !f t%is= organi5ed retailing
contributes between 00L to &&L in various develoing markets; -%e Indian
retail industry is egged at N 200 billion and growing at over 12L er year; !f
t%is= resently= organi5ed retailing is about &L; -%is is exected to grow to 10L
by 0011; ""L %as embarked uon an imlementation lan to build state9of9t%e9
art retail infrastructure in India= w%ic% includes a multi9format store strategy
of oening neig%bor%ood convenience stores= %yermarkets= secialty and
w%olesale stores across India;
""L launc%ed its Erst store in ?ovember 0004 t%roug% its convenience
store format P"eliance 'res%(; Since t%en ""L %as raidly grown to oerate
&90 stores across 12 states at t%e end of 'Q 000*908; ""L launc%ed its Erst
P"eliance ,igital( store in Aril 000* and its Erst and India(s largest
%yermarket P"eliance )art( in A%medabad in August 000*; -%is year= ""L %as
also launc%ed its Erst few secialty stores for aarel 8"eliance -rends7=
footwear 8"eliance 'ootrints7= 3ewellery 8"eliance Rewels7= books= music and
ot%er lifestyle roducts 8"eliance -imeout7= auto accessories and service
format 8"eliance Auto5one7 and also an initiative in t%e %ealt% and wellness
business t%roug% P"eliance Gellness(; In eac% of t%ese store formats= ""L is
oFering a uni6ue set of roducts and services at a value rice oint t%at %as
not been available so far to t%e Indian consumer; !verall= ""L is well
ositioned to raidly exand its existing network of &90 stores w%ic% oerate
in &* cities;
2.4 !eliance Fres-
S 'orge strong and lasting bonds wit% millions of farmers and will
transform t%e "elations%i wit% customers to a new level
S !Fer unmatc%ed aFordability= 6uality= convenience= service and c%oice
S !Fer our customers t%e widest range of fruit and vegetables at t%e best
rices in t%e neig%bor%ood
S 1rovide for t%e daily needs of our customers by oFering stales= grocery
and %ouse%old roducts at great rices
S !Fer consistent %ig% 6uality= unbeatable fres%ness and great service so
t%at our /ustomers know
t%at we can be trusted every day;
'ig; *
2.5 !eliance Fres- In !anc-i
In "anc%i t%ere are nine outlets of "eliance 'res% in almost all t%e ma3or areas;
-%e following are t%e locations of t%e "eliance 'res% Stores;
1. S1$ )art= +a%u +a5aar= "anc%i
2. -rikuta :ill
3. "at%od -owers= /ircular "oad= "anc%i
4. .yas Enclave
5. L ? /omlex
6. ) " -ower= Cutc%ery "oad= "anc%i
7. Eyelex :inoo
8. 1rasad )otors= "atu "oad= "anc%i
!. +ooty )ore= "anc%i
!n an average= turnover of t%e "eliance 'res% Stores in "anc%i is &0=000 er
day= eac% store= w%ereas comared to ot%ers cities it is abysmally low; -%e
main aim is to rovide good 6uality roducts at lower rice and strive
continually for customer service and satisfaction; According to one of t%e
"eliance 'res% Store(s manager= t%ey were satisfying around *&L of customer
exectations;
T-e nor6al business -ours for t-e !eliance Fres- store9 1inoo stretc-es fro6 6.3> A* in t-e 6orning
to 1>.3> +* at nig-t. T-ere are approA 2> %SA5s i.e.. %usto6ers Ser,ice Associates 3-o -elp t-e
custo6ers in t-eir purc-ase 2ecision an2 6a@e t-e6 feel at ease. %SA5s nor6all= 3or@ on t3o s-ifts.
First s-ift is fro6 6.3> A* to 3.>> +* an2 secon2 one is fro6 1.3> +* to 1>.3> +* In a22ition to t-e
abo,e9 t-ere are 2 store super,isors for eac- s-ift an2 1 One Store 6anager is 3-oll= responsible for
6aBor 2ecisions pertaining to t-e store.
-%e "eliance 'res% Store= :inoo is situated in a lace w%ere t%ere are more of
colonies; )a3or oulation residing t%ere is of Service class i;e; emloyees of
)E/!? Ltd= SAIL Ltd; -%is "eliance 'res% Store %as ositioned itself as a
convenience store located in middle class neig%bor%oods; It caters to needs of
its consumer base by roviding %ig% 6uality roducts in categories of 8a7
Stales 8b7 'ruits and .egetables 8c7 ')/$ 8d7 Citc%enware 8e7 aarels at
cometitive rices ; 1articularly in 'ruits and .egetables category= as t%e
name A"eliance 'res%B suggests t%e comany em%asi5es on t%e attribute
P'res%(; So= in order to oFer its consumer base 6uality roducts at cometitive
rices= "eliance 'res% concentrate on its rocurement and logistics oerations;
%1A+T"! 3.
!"S"SA!%1
O<"%TI#"
3.1 *anagerial +erspecti,e
"eliance 'res% is t%e retail c%ain division of "eliance Industries Ltd;
w%ic% is %eaded by )ukes% ,; Ambani; As of now= "eliance 'res% %as s%own a
%enomenal resence in t%e Indian subcontinent wit% almost all ma3or cities
coming under its urview; "eliance %ad entered into t%is segment by oening
new retail stores in all metroolitan cities and ot%er cosmoolitan cities of
India; "eliance lans to invest "s;0&000 /rores in t%e next four years in t%eir
retail division and lans to begin retail stores in *8# cities across t%e country;
In addition to t%is= "eliance is also oised to mark its resence in sub urban
and rural India; -%e "eliance 'res% suermarket c%ain is "IL(s "s;0&=000
/rores venture and it lans to add more stores across diFerent areas= and
eventually %ave a an9India footrint by year 0011;
-%e suer marts will sell not only fres% fruits and vegetables= stales=
groceries= fres% 3uice bars and dairy roducts but will also sort a searate
enclosure and suly9c%ain for non9vegetarian roducts; +esides= t%e stores
would rovide direct emloyment to & Lak% young Indians and indirect 3ob
oortunities to over a million eole= according to t%e comany sources; -%e
comany also %as lans to train students and %ousewives in customer care and
6uality services for art9time 3obs;
?ow= my area of study was "eliance fres% Store= :inoo= "anc%i and I was
given t%e task of analy5ing t%e customers and t%e store oerations of t%at
location; I was given t%is task so as to study w%at are t%e current and emerging
trends of t%e Store= I also soug%t to gain a fair idea about Indenting= /%ecking
of ,elivery in ,istribution /%annel= "eceiving $oods in Store= )arkdown etc;
-%ese activities are done so as to revent ilferage or any stock out situation of
'ruits and .egetables; As t%is store is mainly known for its fres%ness and so
t%ere are customers w%o are mostly attracted towards t%e fres% fruits and
vegetables; !ut of &0 eole surveyed 24 referred to urc%ase 'ruits and
.egetables from local market = 8 from "eliance 'res% and 4 from bot%; -%us
reliance fres% needs to concentrate more on t%is category to attract greater
customer base= %owever eole didn(t oted eit%er for sencer or big ba5aar;

3.2 !esearc- ObBecti,es4
"esearc% is one of t%e most vital art of t%e survey and is related to collection
of information and knowledge; )arketing "esearc% is deEned as t%e systematic
design= collection= analysis= and reorting of data and Endings relevant to a
seciEc marketing situation facing t%e comany;
)y ob3ective be%ind t%is study as a w%ole was to 7nderstand the e"act
modus operandi o) operations o) the Reliance Fresh .tore: 2inoo;
)y main researc% ob3ectives were as followsH
1. +uilding knowledge base on customers= cometitors and markets for
"eliance store and transferring t%at knowledge between strategic
business unit and among key managers;
2. /onducting rimary market researc% for "eliance fres% :inoo to ensure
t%at ro3ects meet t%ere ob3ectives= are cost eFective and avoid
dulication of ot%er work;
3. -o measure t%e no; of customers visiting "eliance fres% and t%eir
conversion ratio;
4. -o exlore t%e catc%ment area of "eliance fres%= :inoo;
5. -o calculate t%e average amount of urc%asingJday of t%e customers;
6. -o get t%e concet of retailing and ot%er related terms in context wit%
"eliance store;
7. -o understand t%e consumer resonse and t%eir references;
8. -o understand t%e met%od of dissemination of information in t%e various
management stratas of "eliance fres%;
!. -o anticiate rosective consumers for t%e store;
%1A+T"! 4.
!"S"SA!%1
*"T1O(OLO)0
4.1 !esearc- *et-o2olog=
It is t%e seciEcation of t%e met%ods and rocedures used for ac6uiring t%e
information needed; In s%ort= it is t%e master lan for conducting t%e researc%
study; It s%ould be noted t%at a "esearc% )et%odology is uni6ue to a "esearc%
,esign;
It includesH
!esearc- T=pe4
Sa6ple SiCe4
Sa6pling +roce2ures4
(ata %ollection Tec-niDues4
Ti6e of %ollection4
Li6itations of !esearc-4
4.2. !esearc- T=pe
As my ro3ect focused ma3orly on t%e Store !erations of "eliance store
:inoo and not t%e customer taste and references so I took %el of
,ES/"I1-I.E "ESEA"/: S-@,IES; ,escritive "esearc% involves t%e
descrition of t%e c%aracteristics of t%e variable= descrition of t%e extent of
association between variables and it allows t%e researc%er to infer about t%e
variables; Like in t%is case= t%e variables were analy5ing 'ootfall= /atc%ment
Area and t%e Average -icket Si5e of t%e customers;
,escritive studies rovides a sound basis for t%e solution of t%e roblemK even
t%oug% t%ey do not exlain t%e relations%i among t%e variables;
I took t%e base of ,ES/"I1-I.E "ESEA"/: because I worked on t%e data
rovided by t%e store i;e; it was secondary data 8total footfall= total sales= total
no; of customers etc;7 for a mont% and I knew w%ic% arameters to work uon;
Also I interviewed t%e customers and observed t%eir buying be%avior towards
Store; As ,escritive researc% design are used w%en t%e researc%er %as a
substantial data about t%e roblem and of t%e variables t%at are to be
measured; In t%is case I knew w%ic% all areas need to be covered u and
analy5ed t%oroug%ly;
4.3 Sa6ple SiCe
I took one mont% data from t%e "eliance Store i;e; from 1
st
of )ay to 21
st
of
)ay; It included -otal 'ootfall= -otal /ustomers= -otal Sales= Average Sales er
/ustomers= ?o; of items sold and /onversion "atio; 'or t%e 6uestionnaire
Elling I took a samle of &0 eole from t%e nearby locations 8:inoo :ousing
colony= ,oranda= Sector= ,%urwa etc;7; I also interviewed t%ose w%o visited t%e
store regarding t%e Store Ambiance= Assortments of roducts and t%e Services
rovided;
4.4 Sa6pling +roce2ure
'or t%e urose of determining oulation c%aracteristics instead of
enumerating entire oulation= t%e individual in t%e samle are only observed;
-%en t%e samle c%aracteristics are utili5ed to aroximately to determine t%e
oulation;
-%e tye of Samling 1rocedure w%ic% I %ave c%oosen is /onvenience
Samling ; /onvenience samling is a generic term t%at covers wide variety of
Ad%oc rocedures for selecting resondents;
/onvenience Samling means t%at t%e samling units are Accessible=
/onvenient= easy to measure= co9oerative and articulate; /onsidering t%e
accessibility factor I selected :inoo area for t%e study ;
I interviewed t%e customers and analy5ed t%e given data t%roug% my own
convenience and exertise;
4.5 (ata %ollection Tec-niDues
-%e ro3ect(s data collection was t%roug% 1rimary and Secondary sources;
1rimary w%ere I interviewed and observed t%e customers and also gave t%em
6uestionnaires to Ell for t%e urose of /atc%ment Area;
It was Secondary w%en I carried out t%e analysis art t%roug% t%e data given
by t%e Store; -%e analysis art includedH
1. ,escritive Analysis;
2. /orrelation Analysis;
3. "egression Analysis;
4. -esting of %yot%esis;
-%e two tye tec%ni6ue w%ic% were used are H
Communication %ased TechniAue9 In t%is tec%ni6ue data was
collected by asking a set of 6uestion and receiving a resonse; -wo
eole are necessarily involved;Like ><uestionnaire;
Observation %ased TechniAueB In t%is tec%ni6ue data was collectedby
studying t%e ob3ects of interest like wise my ob3ect of interest were t%e
customers and t%eir buying attern and w%at t%ey erceive about t%e
store; I observed t%em on a daily basis for arx 2092& mints;

Also customers were interviewed regarding t%e availability of roducts
and services= layout of t%e store etc;8as mentioned in t%e 6uestionnaire7;
4.6 Ti6e Of %ollection
-ime of collection of my researc% study was 1 mont% of analysis t%e /atc%ment
area= 'ootfall and average -icket Si5e of t%e /ustomers; In one mont% time I
was able to understand t%e trend of t%e Store and also %ow various store
related activities like duming= indenting= markdown= assortments of t%e
roducts were done;
4.E Li6itations Of T-e !esearc-
-%e ma3or limitations w%ic% I faced during my ro3ect wereH
A articular store(s trend cannot be generali5ed over t%e entire
s%ows in "anc%i;
Aut%enticity of t%e resonse of t%e customer cannot be ascertained;
)ost of t%e consumer refer to go for local market;
-%ere was limited consumer base;
Advertising strategy is not good in "anc%i;
1eole are at times %esitant to resond to surveys;
"esearc% based on "anc%i city;
Lack of exertise;
'inally t%e time constraint.
%1A+T"! 5.
(ATA
A$AL0SIS
Table .14 Footfall9 %usto6er Sales (ata at 1inoo for *a= 2>>:
Sl
No. Days
Weeken
ds
Tot
footfall
Tot
Cust.
Total
Sales
SPC/A
TS
No.of
item
sold
Conv.
Ratio
1 Friday No 708 443
85,171.3
2 192.26 2,577 62.57
4 Monday No 543 386
67,070.0
1 173.76 2,523 71.09
5 Tuesday No 557 417
82,592.7
5 198.06 2,731 74.87
6
Wednesd
ay No 560 406
79,351.7
3 195.45 2,526 72.50
7 Thursday No 625 397
83,507.7
3 210.35 2,573 63.52
8 Friday No 587 416
84,156.9
8 202.3 2,663 70.87
11 Monday No 502 395
61,379.1
4 155.39 2,250 78.69
12 Tuesday No 499 377
57,980.6
6 153.79 1,952 75.55
13
Wednesd
ay No 540 395
69,511.2
1 175.98 2,401 73.15
14 Thursday No 547 361
55,993.0
8 155.11 2,012 66.00
15 Friday No 483 376
58,657.0
9 150.23 2,109 77.85
18 Monday No 476 403
63,193.3
3 156.81 2,376 84.66
19 Tuesday No 544 393
53,094.1
9 135.1 2,017 72.24
20
Wednesd
ay No 534 342
51,794.2
3 151.45 1,804 64.04
21 Thursday No 458 345
42,942.8
5 124.47 1,660 75.33
22 Friday No 476 372
63,872.4
9 171.7 2,248 78.15
25 Monday No 521 299
42,014.1
3 140.52 1,658 57.39
26 Tuesday No 476 351
55,852.4
1 159.12 1,953 73.74
27
Wednesd
ay No 521 367
57,446.5
8 156.53 2,000 70.44
28 Thursday No 501 375
50,659.3
3 135.09 1,821 74.85
29 Friday No 531 366
50,631.5
0 138.34 2,035 68.93
2 Saturday es 528 472
92,528.8
1 196.04 2,999 89.39
3 Sunday es 695 577 125537.6 217.57 3,859 83.02
4
9 Saturday es 699 499
90,856.7
8 182.08 3,010 71.39
10 Sunday es 603 583
116009.9
5 198.99 3,522 96.68
16 Saturday es 549 388
61,733.4
4 159.11 2,271 70.67
17 Sunday es 542 447
81,589.8
6 182.53 2,625 82.47
23 Saturday es 555 435 100570.6 231.2 3,394 78.38
24 Sunday es 523 495
91,587.3
2 185.02 3,210 94.65
30 Saturday es 599 411
75,669.2
0 184.11 2,428 68.61
31 Sunday es 610 521
114783.7
2 215.65 3,791 85.41
Standar
d dev. 64.44 65.
!"65."
" !.6#
5$#.
%&
$65!.
%4

Avera'e
55".&5
4#
4"&.!
!6
&("5!.
$" "&.6#
!(4#
4 5.%
5.1 (atabase4
-%is database of "eliance 'res% Store= :inoo rovides 21 days data of t%e following H
Total )oot)all$
Total customers$
Total sales$
.ales per customer
5o$ o) items sold$
According to t%ese data I was able to analyse t%at w%at tye of trend does t%is retail store follows;
-%roug% t%e 'ootfall and t%e ?o; of /ustomers= /onversion ratio was calculated;
In my ro3ect I %ave undertaken various tyes of analysis like H
1. Descriptive Analysis$
2. Correlation Analysis$
3. Regression Analysis$
4. Testing o) 2ypothesis$
And for t%e analysis of catc%ment area I took t%e %el of
<uestionnaire and customer database from t%e Store; Else t%e
analysis art of 'ootfall and ticketsi5e were done from t%e
,atabase rovided by t%e Store;
Tab. 2
(escripti,e
Anal=sis
Tot Cust.
Total
Sales
SPC/AT
S
No.of
Itms
sld
Mean
413.
22 Mean
73152.
9 Mean
173.6
8 Mean 2483.81
Median
395.
00 Median
67070.
01 Median
173.7
6 Median 2401.00
Mode
395.
00 Mode #N/A Mode #N/A Mode #N/A

-%is table s%ows t%e )ean= )edian and )ode !f -otal /ustomers= -otal
Sales= Sales er customers and ?o; of items sold;
5.2 (escripti,e Anal=sis
Total customers
Mean is t%e Average; In t%is case it is 4#'$ means on an average t%ere are
#12 customers visiting t%e :inoo store on a daily basis;
Median is generally t%e best average in oen ended grou distributions; :ere
it is 'C! i;e; t%ere are about 29& no; of customers w%o in a mont% visit very
fre6uently;
Mode is articularly useful average for discrete series and so in t%is it comes
to be 'C!; i;e; 29& customers er day visit t%e store very regularly;
Total .ales
Mean %ere is &'#!$C it signiEes t%at on an average t%ere is a sales of "s;
*2=1&0;9 er day;
Median is 0&/&/ means +est average of sales er day can be 3udged as "s;
4*0*0;
Mode %ere is not alicable;
.ales per customers
Mean %ere is 1*2;48 i;e sales er customers is "s; 1*2 on an
average;
Median also is about 1*2 Arx means best avg taken is "s; 1*2
1er customer;
Mode is not alicable %ere;
5o$ o) items sold
Mean %ere is 0#82;81 i;e; t%ere are about 0#82 roducts sold daily
in "eliance 'res% Store
Median is 0#01;00 means t%ere are 0#01 roducts sold daily as
more as ossible;
Mode %ere is also not alicable;
Tab 3
%orrelation
Anal=sis

Tot
footfall
Tot
Cust.
Total
Sales
SPC/AT
S
No.of itm
sld
Conv.
Ratio
Tot footfall 1.00
Tot Cust. 0.64 1.00
Total Sales 0.68 0.93 1.00
SC/ATS 0.63 0.70 0.91 1.00
No.of it! sld 0.61 0.93 0.98 0.87 1.00
Con". #atio $0.12 0.69 0.55 0.32 0.61 1.00
5.3 %orrelation anal=sis
:ere we can see= t%ere is a ositive correlation between -otal Sales and
-otal customers T C'D
Same is wit% t%e correlation between ?o; of items sold and t%e
customers T C'D
)aximum correlation can be seen wit% ?o; of items sold and t%e -otal
Sales T C-D
-%e correlation between SalesJcustomer and -otal sales T C#D
Also ?o; of items sold and SalesJcustomer %ave a correlation of -&D
wort% redictable;
:ence from t%is it can be concluded t%atH
As t%ere is increase in ?o; of /ustomers t%e Sales of t%e Store also
increases; It is )ound out by the research that increase in per
customer leads to Rs$ '/- increase in per day sales o) the .tore$
In t%e case if items sold and t%e customers as t%e no; of customers
increases sale of items also increases by 92L;
)ore is t%e sales more is t%e no; of items sold; :ere it can be seen t%at
correlation between eac% is 98L means a "s; 100 sales can also
contribute to large no; of items to be sold;
?ow t%e correlation between S1/ and Sales is 92L i;e; individual
customers bill is also eFected by increase in sales uto 92L ; Like t%e
Average Sales er customer goes uto 1*2;48 er day;
Lastly coorelating t%e ?o; of items sold and t%e S1/ it can be observed
t%at t%ese two are 8*L correlated i;e; w%en large amount of items are
being selled out= t%ere is a %eavy increase in Sales 1er /ustomer;
Tab 4 a)
!egression
Anal=sis
Tot
Footfall F
Total Sales
Sl.no. Days DOW ot !oot!all"#$ otal Sales "%$
1 %&ida' (es 708 85)171.32
4 Monda' (es 543 67)070.01
5 Tuesda' (es 557 82)592.75
6 *ednesda' (es 560 79)351.73
7 T+u&sda' (es 625 83)507.73
8 %&ida' (es 587 84)156.98
11 Monda' (es 502 61)379.14
12 Tuesda' (es 499 57)980.66
13 *ednesda' (es 540 69)511.21
14 T+u&sda' (es 547 55)993.08
15 %&ida' (es 483 58)657.09
18 Monda' (es 476 63)193.33
19 Tuesda' (es 544 53)094.19
20 *ednesda' (es 534 51)794.23
21 T+u&sda' (es 458 42)942.85
22 %&ida' (es 476 63)872.49
25 Monda' (es 521 42)014.13
26 Tuesda' (es 476 55)852.41
27 *ednesda' (es 521 57)446.58
28 T+u&sda' (es 501 50)659.33
29 %&ida' (es 531 50)631.50
2 Satu&da' No 528 92)528.81
3 Sunda' No 695 125537.64
9 Satu&da' No 699 90)856.78
10 Sunda' No 603 116009.95
16 Satu&da' No 549 61)733.44
17 Sunda' No 542 81)589.86
23 Satu&da' No 555 100570.6
24 Sunda' No 523 91)587.32
30 Satu&da' No 599 75)669.20
31 Sunda' No 610 114783.72
AN,-A
Df SS MS F
Significance
F
#e.&ession 1 6643971508
6.64/00
9 25.46042 2.2332/$05
#esidual 29 7567634906
2.61/00
8
Total 30 14211606414

Coefficient
s
Standard
Error t Stat P-value
1nte&2e3t $54179.78 25401.46 $2.13 0.04
Tot footfall456 230.95 45.77 5.05 0.00
S7MMA#(,7T7T
Regression Statistics
Multi3le # 0.68
# S8ua&e 0.47
Ad9usted # S8ua&e 0.45
Standa&d /&&o& 16154.04
,:se&"ations 31.00
5.4 a) !egression Anal=sis
It is generally believed t%at sales are deendent on footfall; -o test t%is
%yot%esis I conducted a regression analysis wit% total sales as t%e deendent
variable and total footfall as t%e indeendent variable; -%e outut s%ows t%e
regression e6uation asH
Total .ales E F !4#&C G '/$C! *Total Foot)all,
-%e ad3usted9"
0
is 0;#&; -%is means t%at t%e regression analysis can only
exlain #&L of t%e data; -%is is fairly low and would not be considered as a
good regression analysis; As suc%= t%e belief t%at total sales deends on total
footfall is not 3ustiEed;
In t%e analysis of variance table we test t%e null hypothesis: i;e; t%ere is no
imact of t%e indeendent variables on t%e deendent variables against t%e
alternate %yot%esis= i;e; t%e deendent variable is imacted by at least one
indeendent variable; -%e calculated ' value is 0&;#40#0 w%ere as t%e critical
value is 0;00000; -%us we re3ect t%e null %yot%esis and accet t%e alternative
%yot%esis t%at at least one of t%e indeendent variable imacts t%e
deendent variable; -%is is ossibly due to a %ig% negative intercet term;
Tab 4 b)
!egression
Anal=sis
Tot
%usto6ers
F Total
Sales
Sl.no. Days DOW ot &ust."#$ otal Sales "%$
2 Satu&da' No 472 92)528.81
3 Sunda' No 577 125537.64
9 Satu&da' No 499 90)856.78
10 Sunda' No 583 116009.95
16 Satu&da' No 388 61)733.44
17 Sunda' No 447 81)589.86
23 Satu&da' No 435 100570.6
24 Sunda' No 495 91)587.32
30 Satu&da' No 411 75)669.20
31 Sunda' No 521 114783.72
1 %&ida' (es 443 85)171.32
4 Monda' (es 386 67)070.01
5 Tuesda' (es 417 82)592.75
6 *ednesda' (es 406 79)351.73
7 T+u&sda' (es 397 83)507.73
8 %&ida' (es 416 84)156.98
11 Monda' (es 395 61)379.14
12 Tuesda' (es 377 57)980.66
13 *ednesda' (es 395 69)511.21
14 T+u&sda' (es 361 55)993.08
15 %&ida' (es 376 58)657.09
18 Monda' (es 403 63)193.33
19 Tuesda' (es 393 53)094.19
20 *ednesda' (es 342 51)794.23
21 T+u&sda' (es 345 42)942.85
22 %&ida' (es 372 63)872.49
25 Monda' (es 299 42)014.13
26 Tuesda' (es 351 55)852.41
27 *ednesda' (es 367 57)446.58
28 T+u&sda' (es 375 50)659.33
29 %&ida' (es 366 50)631.50

AN,-A
Df SS MS F
Significance
F
#e.&ession 1 1.24/010 12373585327
195.22
8
2.06428/$
14
#esidual 29 1.84/009 63380037.47
Total 30 1.42/010
Coefficients
Standard
Error t Stat
P-
value
1nte&2e3t $54451.52955 9243.853 $5.890566209
2.2/$
06
Tot Cust. 456 308.8007397 22.10074 13.97241682
2.1/$
14
S7MMA#(
,7T7T
Regression
Statistics
Multi3le # 0.933095711
# S8ua&e 0.870667606
Ad9usted # S8ua&e 0.866207868
Standa&d /&&o& 7961.158048
,:se&"ations 31
5.4 b) !egression Anal=sis
In order to test w%et%er any ot%er indeendent variable imacts t%e sales I
conducted a regression analysis wit% total sales as t%e deendent variable and
total customers as t%e indeendent variable; -%e outut s%ows t%e regression
e6uation asH
Total .ales E F !44!# G '/-$-/ *Total Customers,
-%e ad3usted9"
0
is 0;8440; -%is means t%at t%e regression analysis exlains
84;40L of t%e data; -%is is fairly %ig% and could be considered as a good
regression analysis; As suc%= t%ere is more reason to believe t%at total sales is
deendent on t%e total number of customers;
In t%e analysis of variance table we test t%e null hypothesis: t%at t%ere is no
imact of t%e indeendent variables on t%e deendent variables against t%e
alternate %yot%esis= t%at t%e deendent variable is imacted by at least one
indeendent variable; -%e calculated ' value is 19&;008 w%ere as t%e critical
value is 0;0000; -%us we re3ect t%e null %yot%esis and accet t%e alternative
%yot%esis t%at at least one of t%e indeendent variable imacts t%e
deendent variable; -%us we can accet t%e %yot%esis t%at autonomous level
of sales and t%e total customers imact t%e total sale
Tab 5. Testing of
1=pot-esis
.A+4.
Geekdays Avg
T 40=*08;02
Geekends Avg
T 9&=084;*2
Geekdays S;,;
T 12#&0;&&
Geekend S;,;
T 19494;04
5.5 Testing of 1=pot-esis
2o H Average .ales o) Iee(day E Average .ales o) Iee(endJ
2# HAverage .ales o) Iee(day
-esting of %yot%esis is done %ere wit% A'IS/:E"(S ?!? 1AI"E, -9-estB; It is tested w%en
t%e 1oulation are
indeendent and t%eir
standard deviation are
unknown but e6ual and t%e
samle
is small 8n1= n0 U207
resectively;
It is calculated as >
-%e value of t calculated
comes to be B!$44$
And t%e value of t
tabulated is #$0C *t C:!D,
:ere t calKt tab and
%ence t%e null %yot%esis
is re3ected
w%ic% s%ows t%at t%ere is
signiEcant diFerence in
t%e sales of weekdays and
weekends;
As 2o HAvg .ales o)
Iee(day E Avg .ales o)
Iee(end$J and 2o is
rejected$
:ence it can be concluded
t%at on Geekdays and
Geekends t%ere is an
altoget%er diFerent trend
followed by t%e store;
C7.TOM4R.
Geekdays Avg
T 280;10
Geekends Avg
T #80;8
Geekdays S;,;
T 21;28
Geekend S;,;
T 4&;&0
:ere=t%e assumtion taken is H
2o H Average Customers o) Iee(day E Average Customers o) Iee(endJ
2# HAverage Customers o) Iee(day Average Customers o) Iee(endJ
In t%e same way= -esting of %yot%esis is done %ere wit% =FI.C24RL. 5O5 1AIR4D TBTest>$
It is tested w%en t%e 1oulation are indeendent and t%eir standard deviation are unknown but
e6ual and t%e samle is small 8n1= n0 U207 resectively;
It is calculated as9
-%e value of t calculated comes to be B!$C!$
And t%e value of t tabulated is #$0C *t C:!D, :ere t calKt tab and %ence t%e
null %yot%esis is re3ected
w%ic% s%ows t%at t%ere is signiEcant diFerence in t%e sales of weekdays and
weekends;
As 2o HAvg Customers o) Iee(day E Avg Customers o) Iee(end$J and
2o is rejected$
:ence it can be concluded t%at on Geekdays and Geekends t%ere is an
altoget%er diFerent trend
followed by t%e store;
5.6 Anal=sis of %atc-6ent Area
!n t%e basis of t%e 6uestionnaire Elled by t%e customers and t%e masses in
general I was able to End out t%at t%e large number of eole w%o came to t%e
:inoo "eliance 'res% Store %ailed from :inoo :ousing /olony= Sector=
,%urwa= :atia= ,oranda and ot%er areas; -%e ot%er areas involve customers
w%o come to t%e multilex situated on t%e 1
st
Ooor of t%e building of "eliance
'res% Store i;e; Eylex;
Lage of customers can be seen as 9
-%e ercentage of catc%ment area can be seen asH
Tab 6. +ercentage of %atc-6ent Area
Hinoo Housin Co!on" *23
Doran#a 0.3
Hatia 43
Se$tor 043
Dhur%a 43
Others 53
'ig; 8
-%ere are eole w%o come to t%e store early morning around 4;20 A) to *;20
A) for t%e urc%ase of ,airy roducts like )ilk= /urd= fres% fruits and
vegetables; -%ey basically %ail from t%e above mentioned areas are are usually
t%e ones w%o reside in and around t%e close roximities of t%e store;
%1A+T"! 6.
FI$(I$)S
A$( !"%O**"$(ATIO$S
FI$(I$)S A$( !"%O**"$(ATIO$S4
-%ese 4 weeks of my interns%i was a good learning exerience for me; I was
exosed to t%e ractical asects of )arketing and "etailing; G%ile carrying out
t%is ro3ect work at "anc%i= I got t%e oortunity to gain a substantial
knowledge about t%e "etail market Scenario; After comleting t%is ro3ect=
t%ere were certain suggestions and recommendations in my mind w%ic% would
%el in t%e romotion of t%e roduct in a better way; -%ey areH
9isibility o) the products should be increased$
Since not muc% romotional activity is undertaken by t%e /omany=
roduct and brand awareness is very low among t%e masses; -%ere are
no romotional advertisements on television; G%ile it(s ma3or cometitor
+I$ +ADA" %ad very earlier aired its advertisements on television;
1roer romotional activity s%ould be undertaken in order to en%ance
t%e visibility of t%e roduct;
Advertisements s%ould be given on t%e %ig% circulation newsaers of
t%e region;
.ervices o) Reliance should be improved$ As er t%e customers(
feedback= many of t%e eole were not satisEed wit% roduct as well as
t%e customer service rovided by t%e "eliance; -%is was one of t%e few
reasons= w%y eole were reluctant to buy "eliance roduct;
/lose link s%ould be establis%ed wit% customers t%roug% customer
relations rograms and try to meet t%eir re6uirement regarding roduct
and services and to make t%em aware about bot% roduct and
romotions;
/ome wit% more romotional oFers in categories like stales and
')/$s w%ic% are t%e most selling goods in store;
/ome wit% romotion in vernacular languages;
In order to counter c%allenges of %ome delivery service by local
retailers= c%anneli5e among customers t%e idea of getting ac6uainted
wit% more variety of roducts w%en t%ey visit store; And come wit% more
romotional oFers on weekends and %olidays;
1romote t%e areas w%ere "eliance 'res% stores= %ave an uer %and like
correct weig%t and measures= values acks of goods= 6uality service and
ambience;
In minds of consumers= A"eliance 'res%B %as two basic featuresH9
8i7 -%e roducts 8'V.K daily7 are fres%;
8ii7 -%e rice is lower w%en comared wit% t%e local markets and
ot%er cometitors;
"ig%tsi5ing is desired in certain stores; A large area is occuied by
categories like aarels w%ic% %ave very limited sales but rent %as to be
aid for t%e area;
Long 6ueues too often discourage eole to s%o in "eliance 'res% store
esecially t%e customers w%o urc%ase smaller 6uantities of good 8say
"s; 10 bread7; So number of tills in eac% store s%ould be between
deending uon factors like and stateside; In rus% %our i;e;; between 4m
> 8m reserve at least one till 8bill counter7 for small 6uantity urc%ases;
,iFerentiate t%e "eliance 'res% stores in clusters t%emselves in t%eir
aearance 8i;e;; /olour combination store furniture etc;7 in order to
generate consumer interest; Also kee on c%anging after certain time;
%1A+T"! E.
%O$%L/SIO$

%O$%L/SIO$4
'inally analy5ing all t%e factors resonsible for increasing sales and t%e no; of
customers in "eliance 'res% store= :inoo= t%roug% various data analysis like
correlation and regression analysis= I came to a conclusion t%at "eliance "etail
s%ould give em%asis on t%e measures taken to increase t%e 'ootfall or -icket
Si5e or /atc%ment area; "eliance does not rovide any Advertisement about its
roducts and Services w%ereas its main cometitor +ig +a5aar does; So= t%e
comany s%ould focus on t%e tools resent to analysis its customer and various
ot%er factors;
Also t%e "eliance grou %as a ma3or focus on ac%ieving customer needs and
t%eir satisfaction level and not to t%ose w%o made it ossible; -%ere are
multitudinous rograms and events taking lace to attract a large amount of
crowd from t%e resective locations; +ut t%e industry s%ould also kee in mind
t%e integrated eForts made by t%e team i;e; t%e /SA(s= Store Suervisors= Store
)anager and t%e eole involved in store activities for t%e en%ancement
customers attraction by t%e store and Enally maximi5ation of revenue; +ecause=
ultimately it is t%e sales ersonnel of any background uon w%om t%e future of
t%e organi5ation deends;
%1A+T"! 8.
A$$"./!"
G/"STIO$$AI!"
?A)E 9 WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
A$E 9 WWWWWWWWWWWWWWW
SEX 9 WWWWWWWWWWWWWWWW
A,,"ESS 9
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
Arox; ,istance from "eliance 'res% Store 9
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
<1; Income level > i7 &=000 er mont%;
ii7 &=000 > 10=000 er mont%;
iii7 10=000900=000 er mont%;
iv7 U00=000 er mont%;
<0; :ow often you urc%ase from "eliance 'res% Store Y
a. )ore t%an 8 times a mont%;
". 498 times a mont%;
c. 29& times a mont%;
d. 190 times a mont%;
e. Less t%an once a mont%;
<2; G%at segment of roduct do you buyJrefer buying from "eliance fres%
StoresY
<#; And w%ic% of t%ose segment you t%ink is t%e best in your ersective Y
<2; <#;
a. 'ood and bakery 8 7 8 7
". 'ruits and .egetables 8 7 8 7
c. ,airy 1roducts 8 7 8 7
d. -oiletries and costmetics 8 7 8 7
e. :ome Gare 8 7 8 7
f. :ealt% /are 8 7 8 7
g. 1rocessed food 8 7 8 7
<&; G%ile S%oing at "eliance fres% %ow fre6uently do t%e customer service
associates interact wit% youY
a. 're6uently;
". "arely;
c. ?ever;
d. !n re6uirement;
<4; As comared to ot%er stores= w%at do you t%ink of t%e ricingof t%e
roducts of "eliance 'res% Y
a. .ery low;
". Low
c. Almost Same;
d. :ig%;
e. .ery %ig%;
<*; In your exerience= %ow long is t%e time taken for t%e billing Y
a. Z0 mints;
". 0 > & mints;*
c. 4 > 10 mints;
d. U10 mints;
<8; G%ic% isJare t%e best art of t%e "eliance 'res% Stores Y
<9; And G%ic% in your oinion needs imrovement Y
<8; <9;
a. Availibility of 1roducts and Services 8 7 8 7
". 'res%ness of 1roducts 8 7 8 7
c. Environment of t%e Store 8 7 8 7
d. 1ackaging of 1roducts and services 8 7 8 7
e. "ange of roducts available 8 7 8 7
f. -%e layout of t%e store; 8 7 8 7
g. <uality of t%e roducts available 8 7 8 7
h. ,iscount and Incentives on t%e roducts 8 7 8 7
< 10; !n t%e scale of 19& = lease indicate your satisfaction wit% various
asects of "eliance fres%;
a. 9ery much .atisMed$ *#,
b. .atisMed$ *,
c. 5either .atisMed nor DissatisMed$ *',
2. DissatisMed$ *4,
e. 9ery much DissatisMed$ *!,
i. <uality of Service WWWWWWWW
ii7 Attraction of 1romotions WWWWWWWW
iii7 .isibility of romotions WWWWWWWW
iv7 Information regarding romotions WWWWWWWW
v7 In9Store s%oing environment WWWWWWWW
< 11; Gould you recommend "eliance 'res% Store to your near ones;Y
a. Qes
". ?o
c. ?ot sure;
< 10; G%at ercetion do you %old about "eliance 'res% store= :inoo Y
a. Is t%e best;
". Among t%e good ones;
c. ?ot uto t%e mark;
d. ?ot at all good;
< 12; Any suggestions[;
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
ILIO)!A+10
1. $uta= S;1 V $uta= );1= 8000*7= )easures of /entral -endency= Business
Statistics,1#
t%
edition=
80999;S
2. S%arma= R;C= 800087= Analysis of .ariance= Business Statistics, 0
nd

edition= #01 > ##4;
3. S%arma= R;;C= 800087= /orrelation analysis= Business Statistics, 0
nd

edition= ##*9 #80;
4. S%arma= R;C= 800087= "egression analysis= Business Statistics, 0
nd
edition=
#819 &10;
5. S%arma= R;C= 800087= :yot%esis testing= Business Statistics, 0
nd
edition=
20*9280;
6. :awkins= ,el I; V -ull= ;,onald S= 8000#7= )arketing "esearc% in
1ractice= Marketing Research-
Measurement and Method, 4
t%
edition= 19#;
7. /omany source;
www ;ril ;com
www ;wikiedia ;com
666 .relian1efre! .info