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INTERNSHIP
AT
PRESENTED BY
R E L I A N C E R E TA I L SUBHASHREE BEHERA
• Reliance Industries Limited is an Indian conglomerate holding company headquartered in
Mumbai, India.
• The company was co-founded by Dhirubhai Ambani and Champaklal Damani in 1960.
INTRODUCTION
• Reliance Retail Limited is a subsidiary company of Reliance Industries Limited. Founded in
2006, it is the largest retailer in India in terms of revenue.
MARKETING
• DIGITAL stores . • 30-40% discounts
• LYF
• Around 3800 stores • In clothing and on FMCG products.
MIX
• JEWELS • Absent in Rural footwear mid- • Online promotions
• TRENDS Market. range price.
• FOOTPRINTS
• PROJECT EVE
• MARKET
• AJIO
• HAMLEYS
PROJECT OBJECTIVE:
Understanding shopper behaviour
and evaluation of customer
experience at Reliance Retail Stores.
FIELD WORK
SCOPE OF THE STUDY
The study was conducted in &
around Bhubaneswar at 7 Reliance
Retail outlets that are Reliance fresh,
Reliance Digital, Project Eve, Reliance
Footprint, Jio Store & Reliance mall
within the span of 7 weeks.
DATA ANALYSIS
GENDER SEGMENTION 90 83
80
70
62
NUMBER OF CUSTOMERS
58
60
50
41%
40
RELIANCE
59%
30
21
FRESH
20
10
0
16-25 26-35 36-45 46-60
male female
AGE GROUP
21%
79%
25
No.of customers
RELIANCE
DIGITAL
38%
62%
10
40
35
NO.OF CUSTOMERS
30
PROJECT EVE
29% 25
44
20
71% 15 31
27
10
5 10
0
16-25 26-35 36-45 46-60
AGE GROUP
male female
ANALYSIS
OVERALL
MARKET
Satisfication Level
1%
7%
41%
51%
Very dissatisfied
Somewhat dissatisfied
Neither satisfied nor dissatisfied
Somewhat satisfied
Very satisfied
SIGNIFICANT COMPONENTS
• STORE AMBIENCE
• PRODUCTS AND SERVICES
ANALYSIS
• PARKING
FACTOR
• The customers are satisfied with the offerings and services of the Reliance Retail, while the other
attributes vary from format to format.
• The majority of the customers of Reliance Retail are between the age group of 26-35 in
Bhubaneswar, so the stores should mostly target them.
CONCLUSION
• Effective CRM, excellent visual merchandising, latest technology and Retailer supplier parternship
provides Reliance Retail an competitive advantage over other retail formats.
• To retain customers Reliance Retail organize many loyalty programs and revise their promotional
strategies from time to time.
• From the factor analysis it is concluded that customers today give more importance to a livelihood
ambience than that of the products and services, and Reliance Retail provides them with the same.
• Proper communications of all the offers & discounts even on private brands should be done
to the customers.
• Customers should be asked by the staff to fill form regularly about their experience so that they
can be updated with their taste and preferences
RECOMMENDATIONS
• Customers should be made aware about the Reliance one mobile linked loyalty card.
• In the malls proper directions of all the stores should be made for easily locating the individuals
formats.
• As the mall in Bhubaneswar is located near the railway station, a special counter should be made
for the passengers with quick services.
THANK YOU