A SUMMER TRAINING PROJECT REPORT ON

A STUDY OF THE EFFECTIVENESS OF PROMOTIONAL SCHEMES AT RELIANCE FRESH STORES IN AHMEDABAD CITY
Submitted in partial fulfillment for the award of two years full time dual degree masters programme in management (2010-2012)

Name of the Guide: Narendra Chawda.

Submitted by: Kapil lalwani

PACIFIC INSTITUTE OF MANAGEMENT AND TECHNOLOGY

Pacific academy of higher education and research Pacific Hills, Airport Road, Pratapnagar Extension, Udaipur 313003

ACKNOWLEDGEMENT

The Summer Internship at Reliance Retail Ltd, Ahemdabad has been a quantum leap in terms of practical savvy understanding of management concepts, sincerity, diligence, and responsibility and above all self-confidence. In particular, I would like to extend my heartfelt gratitude to Mr. Sanjay Chattarjee (General manager) , Mr. Kishan Singh Sata (H.R Manager) & Mrs. Mona Bhandari (Zonal manager) Reliance Retail Ahemdabad who gave me the opportunity to do my summer training in Reliance Retail Ahemdabad & without whose facilitation and cooperation, this project would not have been so fulfilling.

At the onset, I would like to thank Dr. K.K. Dave (Director of PIMT) for giving me the opportunity to gain vital insights into the corporate world.

I would like to take this opportunity to thank my project guide Mr. Narendra Chawda for his guidance and for keeping me on track through his expertise in the field of marketing and Sales.

I would like to acknowledge entire esteemed faculty at PIMT for providing me with the required theoretical background to approach the project.

DECLARATION
It is hereby declare that the project report entitled A STUDY OF THE EFFECTIVENESS OF

PROMOTIONAL SCHEMES AT RELIANCE FRESH STORES IN AHMEDABAD CITY

submitted for the degree of PGDM, is my original work and the project report has not formed the basis for the award of any diploma, degree, associate ship, fellowship or similar other titles. It has not been submitted to any other university or institution for the award of any degree or diploma.

Place: Date:

Kapil lalwani PGDM III sem

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PREFACE

As a part of course curriculum of Masters of business administration we were asked to undergo 45 days summer training in any organization so as to give us exposure to practical management to get us familiar with various activities taking place in the organization. I have put my sincere efforts to accomplish my objectives within the stipulated time. Despite all limitations, obstructs, hurdles and hindrances, I have toiled and worked to my optimum potential to achieve desired goals. Being neophytes in the highly competitive world of business. I came across some difficulties to make my objective a reality. Anyhow with the kind of help and genuine interest and the guidance of my supervisor. I am presenting this hand carved effort. I tried my level best to conduct a research to gain a thorough knowledge about the project on topic, Effectiveness of Promotions & Scheme. I put the best of my efforts and have also tried to be justice with available. If anywhere something is found unacceptable or unnecessary to the theme. You are welcomed with your valuable suggestions.

Thanks and regards, Yours sincerely, Kapil Lalwani

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Executive Summary
I have done this project at Reliance Retail Ltd., Ahmadabad as a part of my summer internship program. Reliance Retail Ltd. is one of the biggest retailers in the organization in India.

The project work includes collecting data as management trainee at Reliance Fresh stores in ahmedabad city.Specific area was assigned to each trainee.We have to interact with atleast 8/10 customers document the feedback in prescribed format which Includes close ended question One topic is assigned to me that was A STUDY OF THE EFFECTIVENESS OF PROMOTIONAL SCHEMES AT RELIANCE FRESH STORES IN AHMEDABAD CITY and on the basis of that topic i made questionaire which contains 10 questions and i asked those question to the many customers to know what are their opinion about stores schemes and promotions.

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INDEX

S. No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Topic Acknowledgement Certificate Declearation Preface Executive summary Introduction to Retail Industry Introduction to Reliance Retail Research Research methodology Objective Data analysis Finding Suggestions Limitation Biblography

Page no

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Introduction to Retail Industry

The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the chance of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually.

Major Retailers in India:

Reliance Future Group Tata Group RPG Group A V Birla Group

Challenges Facing Indian retail industry: The tax structure in India favours small retail business Lack of adequate infrastructure facilities High cost of real estate Dissimilarity in consumer groups Restrictions in Foreign Direct Investment Shortage of retail study option The BMI India Retail Report for the third-quarter of 2010, released in may 2010 forecasts that the total retail sales will grow from US$ 353.00 billion in 2010 to US$ 543.2 billion by 2014. Strong underlying economic growth, population expansion, the increasing
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wealth of individuals and the rapid construction of organized retail infrastructure are key factors behind the forecast growth. As well as an expanding middle and upper class consumer base, there will also be opportunities in India's second and third-tier cities. The greater availability of personal credit and towards annual retail sales growth of 11.4 per cent. The growth in the overall retail market will be driven largely by the explosion in the organized retail market. Domestic retailers continue to invest heavily in increasing their store networks and improving in-store offerings, and the impact they have on growth will be boosted by the arrival of expansion orientated multinationals. Mass Grocery Retail (MGR) sales in India are forecast to undergo enormous growth over the forecast period. BMI predicts that sales through MGR outlets will increase by 154 per cent to reach to reach US$ 15.29 billion by 2014 this is consequence of Indias dramatic, rapid shift from small independent retailers to large, modern outlets. BMI forecasts consumer electronic sales at US$ 29.86 billion in 2010, with over the counter (OTC) pharmaceutical sales at US$ 3.28 billon. The latter is predicted to be the fastest growing retail sub-sector over the forecast period. BMI forecast that sales will reach US$ 6.18 billion by 2014, an increase of 88.5 per cent. Retail sales for the BMI universe of Asian countries in 2010 are a forecast US$ 2.66 trillion. China and India are predicted to account for almost 91 per cent of regional retail sales in 2010 and by 2014 their share of the regional market is expected to increase to 14.3 per cent by 2014. Moreover, for the fourth time in five years, India has been ranked as the most attractive nation for retail investment among 30 emerging markets by the US-based global management consulting firm A T Kearney in June 2009. Further, according to a study by the McKinsey Global Institute (MGI), released in May 2007, Indias middle class will swell by more than ten times- from 50 million in 2007 to
583 million people by 2025. By 2025, India will also become the 5th largest consumer market, moving up from the 12th position it occupied in 2007.

According to a McKinsey report published in September 2008, called The Great Indian Bazaar: Organized Retail Comes of age in India.

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Commercial real estate Services Company, CB Richard Ellis findings published in April 2009, states that Indias retail market has moved up to the 39th most preferred retail destination in the world in 2009, up from 44 in 2008. India continues to be among the most attractive countries for global retailers Foreign Direct Investment (FDI) inflows between April 2000 and March 2010, in single brand retail trading, stood at US$ 194.69 million, according to the department of industrial Policy and Promotion (DIPP).

Carrefour, the second largest retail chain in the world after Wal-Mart, plans to open its first wholesale cash-and-carry store in the country at Seelampur in Delhi in next to three months. With the store sprawling over 55,000-square feet of area, the store will source 90 per cent of its
products within the country.

Adyta Birla Retail will invest up to US$44.3 million in 2010-11 to expand its More, and 810 new hypermarkets under the more Mega store brand.

Wal-mart stores Inc, the worlds biggest retailer. Will accelerate its roll out of wholesale stores in India. Raj Jain, chief of Indian operations for Arkansas-based wal-mart, said the firm now expects to open 10-12 wholesale centers in India over two-to three years, from an earlier target of five years, as real estate prices have become more attractive.

K. Raheja group promoted Shoppers Stop has lined up a capital expenditure of nearly US$ 27.6 million to pen about 12 stores in 2010-11 the new stores will come up in Bangalore, Delhi, Pune Bhopal, Aurangabad, Vijayawada and Durgapur.

British retail Tesco, expects to open its first cash-and carry store in India by the end of 2010. Middle East retail chain Max is expanding its footprints across India. Max has 16 outlets operating in the metros while the rest are located in the tier II towns. IT plans to take its total store count to 53 by March 2011, targeting a turnover of US$ 96.8 million.

Diamond retail chain ORRA Diamonds plans capital expenditure of US$ 16.9 million for opening 16 new stores over the next three years.

Policy initiatives 100 per cent FDI is allowed in cash-and-carry wholesale formats.

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FDI up to 51 percent under the Government route is allowed in retail trade of Single Brand products

Road Ahead According to industry experts, the next phase of growth is expected to come from rural markets. According to a market research report published in June 2008 by RNCOS titled, Booming Retail Sector, organized retail market in India is expected to reach US$500 billion by 2011. Number of shopping malls is expected to increase at a CAGR of more than 19.9 percent from 2007 to 2015 Rural market is projected to dominate the retail industry landscape in India by 2012 with total market share of above 50 percent Driven by the expanding retail market, the third party logistics market is forecasted to reach US$ 20 billion by 2011 Apparel, along with food and grocery, will lead organized retailing.

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Introduction to Reliance Retail

With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers, Reliance Retail Limited (RRL),

Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an organization that caters to millions of customers, thousands of farmers and vendor. Based on its core growth strategy of backward integration, RRL has made rapid progress towards building and entire value chain starting from the farmers to the end consumers.

In the last year, Reliance Retail Limited (RRL) continued fulfill it s commitment of enriching at an attractive value proposition. More than 3 years into operation, RRL has now expanded its presence in more than 85 cities across 14 states in India. RRL forged ached with now spans a network of more than 1000 stores. RIL operated several value & specialty formats.

The value formats that RRL operates are: Reliance fresh- A neighbourhood concept Reliance Super-A mini-mart concept Reliance Mart- An all under one roof supermarket concept The value formats offer a wide range and assortment of products required for daily household needs.

The specialty format that retail operates are: Reliance Digital- a consumer durables & information technology concept Reliance Trends-an apparel & accessories concept Reliance Wellness- a health, wellness & beauty concept Reliance Footprint- a footwear concept Reliance Jewels- a jewellery concept Reliance Timeout- a books, music & entertainment concept Reliance AutoZone- an automotive products & services concept
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Reliance Living-a home ware, furniture, modular kitchens, furnishings concept Store by Reliance Digital- an exclusive Apple products concept

RRL rapidly expanded the store network; it operates through strategic partnerships with world-class companies such as Marks & Spencer and Pearl Europe. RIL also entered into an exclusive distribution arrangement with Asics Corporation Japan to market Asics brands of shoes and accessories in India. RRl has recently opened its flagship store under its franchise agreement with Hamleys and plans to expand the store network in the coming year. RRL has also expanded its presence in business-to-business office supplies through its joint venture with Office Depot. Trough Reliance One, RRls loyalty membership program, RRl enjoys the patronage of over 5.5 million customers.

PROMOTION

Promotion is one of the four elements of marketing mix (product, price, promotion, place). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.

PROMOTION OBJECTIVES The possible objectives for marketing promotions may include the following: Build Awareness New products and new companies are often unknown to a market, which means initial promotional efforts must focus on establishing an identity. In this situation the marketer must focus promotion to: 1) effectively reach customers, and 2) tell the market who they are and what they have to offer. Create Interest Moving a customer from awareness of a product to making a purchase can present a significant challenge. As we saw with our discussion of consumer and business

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buying behaviour, customers must first recognize they have a need before they actively start to consider a purchase. The focus on creating messages that convince customers that a need exists has been the hallmark of marketing for a long time with promotional appeals targeted at basic human characteristics such as emotions, fears, sex, and humour.

Provide Information Some promotion is designed to assist customers in the search stage of the purchasing process. In some cases, such as when a product is so novel it creates a new category of product and has few competitors, the information is simply intended to explain what the product is and may not mention any competitors. In other situations, where the product competes in an existing market, informational promotion may be used to help with a product positioning strategy. As we discuss in the Targeting Markets tutorial, marketers may use promotional means, including direct comparisons with competitors products, in an effort to get customers to mentally distinguish the marketers product from those of competitors.

Stimulate Demand The right promotion can drive customers to make a purchase. In the case of products that a customer has not previously purchased or has not purchased in a long time, the promotional efforts may be directed at getting the customer to try the product. This is often seen on the Internet where software companies allow for free demonstrations or even free downloadable trials of their products. For products with an established customer-base, promotion can encourage customers to increase their purchasing by providing a reason to purchase products sooner or purchase in greater quantities than they normally do. For example, a pre-holiday newspaper advertisement may remind customers to stock up for the holiday by purchasing more than they typically purchase during non-holiday periods.

Reinforce the Brand Once a purchase is made, a marketer can use promotion to help build a strong relationship that can lead to the purchaser becoming a loyal customer. For instance, many retail stores now ask for a customers email address so that follow-up emails containing additional product information or even an incentive to purchase other products from the retailer can be sent in order to strengthen the customer-marketer relationship.

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Tools of Sales Promotion

To increase the sale of any product manufactures or producers adopt different measures like sample, gift, bonus, and many more. These are known as tools or techniques or methods of sales promotion. Let us know more about some of the commonly used tools of sales promotion.

(i) Free samples: You might have received free samples of shampoo, washing powder, coffee powder, etc. while purchasing various items from the market. Sometimes these free samples are also distributed by the shopkeeper even without purchasing any item from his shop. These are distributed to attract consumers to try out a new product and thereby create new customers. Some businessmen distribute samples among selected persons in order to popularize the product. For example, in the case of medicine free samples are distributed among physicians, in the case of textbooks, specimen copies are distributed among teachers.

(ii) Premium or Bonus offer: A milk shaker along with Nescafe, mug with Bourn vita, toothbrush with 500 grams of toothpaste, 30% extra in a pack of one kg. are the examples of premium or bonus given free with the purchase of a product. They are effective in inducing consumers to buy a particular product. This is also useful for encouraging and rewarding existing customers.

(iii) Exchange schemes: It refers to offering exchange of old product for a new product at a price less than the original price of the product. This is useful for drawing attention to product improvement. Bring your old mixer-cum-juicer and exchange it for a new one just by paying Rs.500 or exchange your black and white television with a colour television are various popular examples of exchange scheme.

(iv) Price-off offer: Under this offer, products are sold at a price lower than the original price. Rs. 2 off on purchase of a lifeboy soap, Rs. 15 off on a pack of 250 grams of Taj Mahal tea, Rs. 1000 off on cooler etc. are some of the common schemes. This type of scheme is designed to boost up sales in off-season and sometimes while introducing a new product in the market.

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(v) Coupons: Sometimes, coupons are issued by manufacturers either in the packet of a product or through an advertisement printed in the newspaper or magazine or through mail. These coupons can be presented to the retailer while buying the product. The holder of the coupon gets the product at a discount. For example, you might have come across coupons like, show this and get Rs. 15 off on purchase of 5 kg. of Annapurna Atta. The reduced price under this scheme attracts the attention of the prospective customers towards new or improved products.

(vi) Fairs and Exhibitions: Fairs and exhibitions may be organised at local, regional, national or international level to introduce new products, demonstrate the products and to explain special features and usefulness of the products. Goods are displayed and demonstrated and their sale is also conducted at a reasonable discount. International Trade Fair in New

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RESEARCH

MEANING OF RESEARCH

Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learners Dictionary of Current English lays down the meaning of research as a careful investigation or inquiry specially through search for new facts in any branch of knowledge. Redman and Mory define research as a systematized effort to gain new knowledge.

TYPES OF RESEARCH

The basic types of research are as follows:

(i) Descriptive vs. Analytical: s Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. In social science and business research we quite often use the term Ex post facto research for descriptive research studies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. Most ex post facto research projects are used for descriptive studies in which the researcher seeks to measure such items as, for example, frequency of shopping, preferences of people, or similar data. Ex post facto studies also include attempts by researchers to discover causes even when they cannot control the variables. The methods of research utilized in descriptive research are survey methods of all kinds, including comparative and co relational methods. In analytical research, on the other hand, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material.

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(ii) Applied vs. Fundamental:

Research can either be applied (or action) research or fundamental (to basic or pure) research. Applied research aims at finding a solution for an immediate problem facing a society or an industrial/business organisation, whereas fundamental research is mainly concerned with generalisations and with the formulation of a theory. Gathering knowledge for knowledges sake is termed pure or basic research.4 Research concerning some natural phenomenon or relating to pure mathematics are examples of fundamental research. Similarly, research studies, concerning human behaviour carried on with a view to make generalisations about human behaviour, are also examples of fundamental research, but research aimed at certain conclusions (say, a solution) facing a concrete social or business problem is an example of applied research. Research to identify social, economic or political trends that may affect a particular institution or the copy research (research to find out whether certain communications will be read and understood) or the marketing research or evaluation research are examples of applied research. Thus, the central aim of applied research is to discover a solution for some pressing practical problem, whereas basic research is directed towards finding information that has a broad base of applications and thus, adds to the already existing organized body of scientific knowledge.

(iii) Quantitative vs. Qualitative:

Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity. Qualitative research, on the other hand, is concerned with qualitative phenomenon, i.e., phenomena relating to or involving quality or kind. For instance, when we are interested in investigating the reasons for human behaviour (i.e., why people think or do certain things), we quite often talk of Motivation Research, an important type of qualitative research. This type of research aims at discovering the underlying motives and desires, using in depth interviews for the purpose. Other techniques of such research are word association tests, sentence completion tests, story completion tests and similar other projective techniques. Attitude or opinion research i.e., research designed to find out how people feel or what they think about a particular subject or institution is also qualitative research. Qualitative research is specially important in the behavioural sciences where the aim is to discover the underlying motives of human behaviour. Through such research we can analyse the various factors which motivate people
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to behave in a particular manner or which make people like or dislike a particular thing. It may be stated, however, that to apply qualitative research inpractice is relatively a difficult job and therefore, while doing such research, one should seek guidance from experimental psychologists.

(iv) Conceptual vs. Empirical:

Conceptual research is that related to some abstract idea(s) or theory. It is generally used by philosophers and thinkers to develop new concepts or to reinterpret existing ones. On the other hand, empirical research relies on experience or observation alone, often without due regard for system and theory. It is data-based research, coming up with conclusions which are capable of being verified by observation or experiment. We can also call it as experimental type of research. In such a research it is necessary to get at facts firsthand, at their source, and actively to go about doing certain things to stimulate the production of desired information. In such a research, the researcher must first provide himself with a working hypothesis or guess as to the probable results. He then works to get enough facts (data) to prove or disprove his hypothesis. He then sets up experimental designs which he thinks will manipulate the persons or the materials concerned so as to bring forth the desired information. Such research is thus characterised by the experimenters control over the variables under study and his deliberate manipulation of one of them to study its effects. Empirical research is appropriate when proof is sought that certain variables affect other variables in some way. Evidence gathered through experiments or empirical studies is today considered to be the most powerful support possible for a given hypothesis.

(v) Some Other Types of Research:

All other types of research are variations of one or more of the above stated approaches, based on either the purpose of research, or the time required to accomplish research, on the environment in which research is done, or on the basis of some other similar factor. Form the point of view of time, we can think of research either as one-time research or longitudinal research. In the former case the research is confined to a single time-period, whereas in the latter case the research is carried on over several time-periods. Research can be field-setting research or laboratory research or simulation research, depending upon the environment in which it is to be carried out. Research can as well be understood as clinical or diagnostic
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research. Such research follows case-study methods or in depth approaches to reach the basic causal relations. Such studies usually go deep into the causes of things or events that interest us, using very small samples and very deep probing data gathering devices. The research may be exploratory or it may be formalized. The objective of exploratory research is the development of hypotheses rather than their testing, whereas formalized research studies are those with substantial structure and with specific hypotheses to be tested. Historical research is that which utilizes historical sources like documents, remains, etc. to study events or ideas of the past, including the philosophy of persons and groups at any remote point of time. Research can also be classified as conclusion-oriented and decision-oriented. While doing conclusion oriented research, a researcher is free to pick up a problem, redesign the enquiry as he proceeds and is prepared to conceptualize as he wishes. Decision-oriented research is always for the need of a decision maker and the researcher in this case is not free to embark upon research according to his own inclination. Operations research is an example of decision oriented research since it is a scientific method of providing executive departments with a quantitative basis for decisions regarding operations under their control.

CHARACTERISTICS OF RESEARCH:

Research is a process of collecting, analyzing and interpreting information to answer questions. But to qualify as research, the process must have certain characteristics: it must, as far as possible, be controlled, rigorous, systematic, valid and verifiable, empirical and critical.

-Controlled- in real life there are many factors that affect an outcome. The concept of control implies that, in exploring causality in relation to two variables (factors), you set up your study in a way that minimizes the effects of other factors affecting the relationship. This can be achieved to a large extent in the physical sciences (cookery, bakery), as most of the research is done in a laboratory. However, in the social sciences (Hospitality and Tourism) it is extremely difficult as research is carried out on issues related to human beings living in society, where such controls are not possible. Therefore in Hospitality and Tourism, as you cannot control external factors, you attempt to quantify their impact.
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-Rigorous-you must be scrupulous in ensuring that the procedures followed to find answers to questions are relevant, appropriate and justified. Again, the degree of rigor varies markedly between the physical and social sciences and within the social sciences.

-Systematic-this implies that the procedure adopted to undertake an investigation follow a certain logical sequence. The different steps cannot be taken in a haphazard way. Some procedures must follow others.

-Valid and verifiable-this concept implies that whatever you conclude on the basis of your findings is correct and can be verified by you and others.

-Empirical-this means that any conclusion drawn are based upon hard evidence gathered from information collected from real life experiences or observations. -Critical-critical scrutiny of the procedures used and the methods employed is crucial to a research enquiry. The process of investigation must be foolproof and free from drawbacks. The process adopted and the procedures used must be able to withstand critical scrutiny. For a process to be called research, it is imperative that it has the above characteristics.

STEPS IN RESEARCH PROCESS:

1. Formulating the Research Problem 2. Extensive Literature Review 3. Developing the objectives 4. Preparing the Research Design including Sample Design 5. Collecting the Data 6. Analysis of Data 7. Generalisation and Interpretation 8. Preparation of the Report or Presentation of Results-Formal writes up of conclusions reached.

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RESEARCH METHODOLOGY

TYPE OF DATA TYPE OF RESEARCH TYPE OF SAMPLING TECHNIQUES TARGET POPULATION

Primary data Exploratory Random sampling Customers of reliance fresh stores (Navrangpura) of Ahmedabad city

SAMPLE SIZE

100

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OBJECTIVE

To find out whether the promotional schemes of reliance fresh are effective in terms of customers, sales and profit or not.

To find out Which offers customers like most or on which segment customers require offers in reliance fresh.

To find out whether promotional schemes affecting buying quantity of customers or not.

To find out the strategy of Membership card is effective or not.

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DATA ANALYSIS

Q 1 How would you rate the offers at reliance fresh? (a) Excellent (b) Good (c) Fair (d) Acceptable 8 68 20 4

4% 8% 20% Excellent Good Fair 68%

Acceptable

INTERPRETETION 68% respondents said that offers at reliance fresh are good, and 4% said that its acceptable.

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Q 2 Which type of offers you like most? (a) Buy & Get (b) % off (c) Special prizes (d) cash vouchers 60 24 8 8

8% 8% Buy & Get % off 24% 60% Special prizes cash vouchers

INTERPRETETION

60% respondents said that they like buy and get offers, and 8% said that they like special prize simultaneously they like cash vouchers.

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Q 3 On which segment do you like offers most? (a) FMCG (b) NF-FMCG (c) F&V (d) Staples 36 28 32 4

4% FMCG 32% 36% NF-FMCG

F&V
Staples 28%

INTERPRETETION

36% respondents said that they like offers on FMCG products, and 4% said that they like offers on staples product.

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Q 4 How would you rate star of the week offer? (a) Excellent (b) Good (c) Fair (d) Acceptable 4 80 12 4

4% 12%

4% Excellent Good Fair 80% Acceptable

INTERPRETETION

80% respondents said that star of the week offer at reliance fresh is good, and 4% said that its excellent simultaneously its acceptable.

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Q 5 How would you rate vegetables Wednesday & Saturday mandi? (a) Excellent (b) Good (c) Fair (d) Acceptable 12 80 4 4

4% 4% 12% Excellent Good Fair Acceptable 80%

INTERPRETETION

80% respondents said that Wednesday & Saturday vegetable mandi at reliance fresh is good, and 4% said that its acceptable and simultaneously said its fair.

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Q 6 Why you prefer reliance fresh? (a) Offers & Schemes 40 (b) Price (c) Quality (d) Loyalty 20 36 4

4% Offers & schemes 36% 40% Price Quality loyalty 20%

INTERPRETETION

40% respondents said that they prefer reliance fresh because of offers & schemes, and 4% said that they prefer because of loyalty.

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Q 7 How would you rate the membership card? (a) Excellent (b) Good (c) Fair (d) No use 8 52 20 20

8% 20% Excellent Good 20% 52% fair No use

INTERPRETETION

52% respondents said that membership card offer at reliance fresh is good, and 8% said that its excellent.

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Q 8 Which source of promotions do you like most? (a) Print media (b) Television (c) Radio (d) Hoardings 44 16 32 8

8% 44%

Print media Television Radio Hoardings

32%

16%

INTERPRETETION

44% respondents said that they like print media source of advertisement, and 8% said that they like hoardings.

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Q 9 On Which products you require offers? (a) F&V (b) NF-FMCG (c) Household products (d) FMCG 36 36 4 24

24% 36%

F&V NF-FMCG

4% Household products 36% FMCG

INTERPRETETION

36% respondents said that they requires offers on F&V simultaneously they requires on NFFMCG at reliance fresh, and 4% said that they require offers on household products.

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Q 10 Do the offers effect the quantity you purchase? (a) Yes (b) No 96 4

4%

Yes

No

96%

INTERPRETETION 96% respondents said that offers affect their buying quantity, and 4% said that offer doesnt affect their buying quantity.

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FINDINGS

Reliance promotions and schemes are effective.

Customers like buy & Get offers most.

Most of the customers want offers on FMCG. Reliance freshs star of the week offer is very effective and attracting the customers.

Wednesday and Saturday mandi is very effective.

Many customers like reliance fresh because of offers and schemes.

Membership card of reliance fresh is very effective and using by many customers.

Print media is the best source for advertising.

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SUGGESTIONS

Company should improve its advertising and can make print media adds more attractive.

It should provide more offers on FMCG products.

It can provide more discounts on membership card so more customers can be attract.

It can provide special offers on each segment on specific day like vegetable mandi so that number of customers can be increase.

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LIMITATIONS Large number of population so couldnt contact each customer.

The specific stores were assigned.

The data obtained was mostly restricted to respondents who were regular visitors of Reliance Fresh.

Due to shortage of time the study was restricted.

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BIBLOGRAPHY The followings have proved to be valuable and helpful to me while preparing the report.

1. Malhotra, Naresh K., Marketing Research, Pearson edition, Fifth edition, 2008 2. Kothari, C.R., Research Methodology, New age international publishers , Second revised edition, 2004

Internet website www.ril.com www.google.com www.answer.com www.wikipedia.com

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