-A

SYNOPSIS

On
“A STUDY ON CUSTOMER LOYALITY ON RELIANCE FRESH”

Submitted to
Rashtrasant Tukadoji Maharaj Nagpur University,
Nagpur

For the award of the degree of

Bachelor of Business Administration

Submitted by
YASH RAJU BILGAIYYA

Under the Guidance of: Dr. JASVINDER KAUR

GH RAISONI COLLEGE OF COMMERCE SCIENCE AND

TECHNOLOGY, Nagpur

Academic Year 2019 - 20

 Index

Sr.No. Particulars Page No.

1. Introduction 2

2. Relevance of Study 4

3. Need of the Study 5

4. Objectives of the Study 5

5. Limitations 6

6. Hypothesis of Study 6

Research Methodology
7.  Primary Data 7
 Secondary Data

8. Work Plan 8

9. Bibliography
8

[YASH BILGAIYYA] 1
 INTRODUCTION

COMPANY PROFILE OF RELIENCE FRESH

Reliance Retail started its journey in 2006 with the opening of its first
Reliance Fresh store. Today Reliance Retail operates 584 Reliance
Fresh and Reliance Smart stores and sells over 200 metric tonnes of
Fruits and over 300 metric tonnes of Vegetables every day.

Reliance Fresh is India’s leading neighbourhood retail chain,

synonymous with freshness & savings. With the three core promises
of Fresh Hamesha, Available Hamesha and Savings Hamesha,
Reliance Fresh is a one-stop-shop for fresh shopping, fresh savings
and fresh happiness.

From fresh fruits & vegetables to dairy, cereals to spices, processed

food & beverages to home & personal care products, we have the
entire gamut of your grocery needs covered. Across our stores, we
retain a strong customer centric approach to meet all your shopping
needs - be it routine or seasonal, well known brands or popular local
products.

Continuing Reliance’s hallowed tradition of backward integration,

Reliance Retail directly partners with a large number of farmers and
small vendors in a farm-to-fork model. The linkages with the farm has
brought about transformational changes in the quality of life of the
farmers as also enhancing the quality of produce, reducing wastage by
shortening the time to move fresh produce and reducing intermediaries
in the value chain thereby benefiting all.

[YASH BILGAIYYA] 2
 Relevance of Study:

This project is based on the Customer Loyalty in Reliance Fresh. An

insight view of the project will encompass, what it is all about, what it
aims to achieve, what is its purpose and scope, the various methods
used for collecting data and their sources, further specifying the
limitations of the study and in the last, drawing inferences from the
learning so far.

This project tries to evaluate the Customer Loyalty in Reliance Fresh.

This project helps to identify and give suggestion about loyalty of
customer towards the company.

[YASH BILGAIYYA] 3
 Scope of the study

 The study will provide the attributes influencing the customers

in purchasing in Reliance fresh store, Nagpur and their

awareness on Reliance one membership cards also been studied.

 Study on sales promotion stratagies help in bringing the new

business plann, improving the productrange nd introducing new

products inorder to facinate the customer towards the Reliance

Fresh from the compitative retail outlets.

[YASH BILGAIYYA] 4
 Objective of the study

 To analyse the loyalty of customers towards Relience fresh.

 To acess the awareness about the Relience.

 To study the sales promotion strategies followed in Reliance

fresh stores.

LIMITATIONS:

 More time in billing.

 Offer’s announcements are not proper.

 The result of study may differ city to city.

[YASH BILGAIYYA] 5
 Hypothesis of the study:

 Customer loyalty towards Reliance Fresh will give advantages

to decrease cost of advertising.

 Relience one membership card will enhance the amount of

purchase from Reliance Fresh.

 Sales promotion stratagies will increase customer preferences

toward purchase of different category of product from Reliance
Fresh .

[YASH BILGAIYYA] 6
 Research Methodology

Data Source :

The study has been conducted by using both prmary and secondary
data.

Primary Data :

Data collection is form responses obtained by interacting and

interviewing customers through questionnaire.

Secondary Data:

Information about relience fresh is collected though various

e-journals, magzines and also from various websites.

[YASH BILGAIYYA] 7
 BIBLIOGRAPHY

BOOKS:

 KOTLER PHILIP, 2006, Marketing Management”, New Delhi,

Pearson Education Inc.

 DEEPAK CHAWLA, NEENA SONDHI,’ Business Research

Methodology’.

INTERNET SITES:

1. Www. business standards.com/

2. www. Thehindubusinessline.in/

3. www.reliencefresh.info/

4. www. bis. Org.in.

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