SUMMER INTERNSHIP PROJECT AT: Reliance Retail Hypermarket (JAMNAGAR) RESEARCH ON : SEGMENTATION OF THE CUSTOMERS AT RELIANCE SUPER (JAMNAGAR)

PRESENTED BY: SANGTANI PRIYA JVIMS- JAMNAGAR GUIDED BY: DR. AJAY SHAH JVIMS-JAMNAGAR GTU

ORGANIZATIONAL STUDY
RELIANCE SUPER falls under the Retail sector of Reliance Industries ltd. Reliance Hyper mart was set-up in Jamnagar on 9th of july-2008.

The premises of the store cover the land of 17,000 square feet.
It serves the customers with 20,000 SKUS. It was inaugurated by the first customer by lightening the lamp. It has its distant office in Ahmedabad and main office in Mumbai.

OVERVIEW OF MARKETING DEPARTMENT

TARGET MARKET: The target Market is the employees of Essar, Defense, Foreigners visiting the city & Residents of Jamnagar city. POSITIONING STRATEGY: Aapki Khushi Hamari Khushi PRODUCT PORTFOLIO: Apparels, electronics, Grocery, Home care, Baby care etc. CHANNEL OF DISTRIBUTION : Reliance Super PRICING POLICY : Loss leader policy, Bundling policy, Discount offers. PROMOTION STRATEGY : Newspapers, leaflets, POPs

OVERVIEW OF human resource DEPARTMENT

There are 38 employees employed in the organization The work of staff maintenance is outsourced to strategic manpower solution.

DIVISION OF STAFF: House keeping Security [SLM] Renters Electrician repairer Customer care

Personnel Policy: Recruitment & Selection Training and development Performance appraisal Industrial relations

OVERVIEW OF operations DEPARTMENT

PROCUREMENT STRATEGY: Through distribution centre from Ahmedabad TQM: Use of FEFO method. Implication of loss leader strategy, Mark down of prices SUPPLY CHAIN MANAGEMENT: Vehicle & loading GRN Report [Goods Received Note] Macro & Micro Checking Stacking

REVIEW OF LITERATURE
Ajay Kumar at Bangalore did a Research project on operation management in retail sector A study conducted by Loudon and Britta (1993), better Interior design actually helps to elevate the image of the mall & impart a sense of excitement among the minds of the consumers According to Kaufmann (1996), consumers are getting more and more inclined towards a one stop destination for their complete shopping desire Preeta Vyas from IIM-Ahmedabad found that Price off offers with immediate incentive on a national brand & awareness through point of purchase and awareness was created through word of mouth.

Research objectives
PRIMARY OBJECTIVE: To know the different segments of the customers visiting the store.

SECONDARY OBJECTIVE:
To know the taste and preference of the customers visiting the store Identification of the demographic profile of the customers To find the socio-demographic profile of the customers

DATA COLLECTION METHODS -SOURCES OF DATA

PRIMARY DATA SOURCE Observation Questionnaire Interviewing

SECONDARY DATA SOURCE Internet

Magazines
Research papers Books

Significance of the study

As an individual: As an individual, I can get the insight of the retail industry and can apply this knowledge to get the better understanding of the market. To company: The company can know the taste and preferences of its customers and find an opportunity to capture new customers and retain and satisfy the existing customers.

To the Society: People in the society can have better idea of the available products and the scope of the retail market which is the growing industry in the current scenario

Tools & techniques of analysis

RESEARCH DESIGN: Exploratory research

Sampling Technique: Convenient sampling

Location : Reliance Super-Jamnagar

Sample Size : 100 samples

Other Tools: SWOT Analysis

Data analysis &interpretation

Data analysis
Majority People visiting the store are between the age-group of 26-35 . Out of the 100 respondents, 44 are graduates and 19 respondents are post graduates. The occupation of most of the respondents is businessmen and house-wives. 35 respondents have an income between 10,000 to 20,000 and 25 respondents have an income of 20,000 to 50,000

Data analysis
Multi-brands affect the buying decision of the respondents. 40 respondents out of the 100 visit the stores once in a week. The respondents with nuclear family were more .79 respondents had only 4 or below 4 members in the family. The respondents prefer to make maximum purchases during the time of festivals. Respondents owning only the two-wheeler were more in comparison to 4 wheeler owners or both.

which things do you keep in mind at the time of shopping?

30

25

26 24 24

20

15

10

14
12

0 Brand name Price Approximity to the mall Product availability Quality

90

what would you like to purchase from a shopping store?

78

80

70

60

50

40

37
30 20

23 12
crockery grocery

15
7
apparels domestic items electronics

17

10

0 gift articles others

With whom do you visit stores?

60 50

55

40

30

20

27

10

14 2
friends relatives colleagues spouse

2
others

How many hours you spend shopping/ recreation purpose in stores?

60 50 40

49

30

30
20

10

12
less than 1 hour 1-2 hours 2-4 hours

9
more than 4 hours

Type of house owned by the buyers of the store

50 45 40 35 30 25 20 15 10 5 0 Own house Tenament Bungalow Apartment

43 36

12 9

Major FINDINGS
Female gender visiting the store is more in comparison to male gender. The average income of most of the customers is between 10000 to 20000. Reason behind shopping from store is wide range of products, discount schemes and also product quality. Discount is the main attraction for the customers. Respondents do not feel the store as one stop shop as not all the products as per their requirement are available. Few Respondents are dissatisfied with the customer services and few are dissatisfied with the quality of the consumable goods Respondents believe that the prices of the products are moderate.

Limitations of the study

This exploratory research is done focusing on Jamnagar region only

small sample and random sampling method.

Inexperience in the research field

At the time of fill up questionnaire may be, they may not give or have accurate answer.

Biasness in response by the respondents

RECOMMENDATIONS
Focus upon the quality of F&V Display the hoarding in the store so that it becomes easy for the customers to find the product Proper display of discount schemes

One Stop Shop- Increase the product line

Increase customer Services.

conclusion
The stores overall performance is good.

Improve the quality of available products.

A high level of service is important for customer retention

Sufficient incentive

Customer retention & satisfaction

bibliography
BOOKS

Pradhan Swapna, Retailing Management, Tata Mc-Graw Hill Publishing Company Ltd., New Delhi, 2nd Edition,2007.

Kotler Philip, Marketing Management, Pearson Education (Singapore) Pte. New Delhi, 12th Edition, 2006,
WEBSITES http://www.indiainbusiness.nic.in/india-profile/ser-retail.html

http://indiaonestop.com/retailing.html