Summer Internship Report For the Proposed Summer Internship

The purpose of this research was to get the inclination of the customers towards the Reliance brand and to enhance the chance of better service by gathering the view points of the customers towards present services. During the training program, all the interns were trained to how they should approach the customers to get their reviews on the structured questionnaire and what are the essential information which needed to be covered during the interaction with the customers. >>Get more internship reports 

Summer Internship Report
For the Proposed Summer Internship Project
Topic
Understanding shopper behaviour and evaluation of
customer experience at selected stores of Reliance
Retail.
Submitted to
JAIPURIA INSTITUTE OF MANAGEMENT, NOIDA
A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)
Under the Supervision of
Prof. Joy Patra
Submitted by
Akansha Sinha
JN180007

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Table of Content
1. Introduction of the Company
2. Literature Review
3. Problem Definition
4. Approach to Problem
5. Data collection and Analysis
5.1 Gender
5.2 Age group
5.3 Occupation
5.4 Formats Visited
5.5 Frequency of visit
5.6 Accompaniment

SIP Report _ Reliance Retail _ Akansha Sinha _ JN180007 Page 5
5.7 Planned Visit
5.8 Shopper’s Satisfaction
5.9 Brand Satisfaction
5.10 Catchment Analysis
5.11 Revisit
5.12 Online Behavior
6. Results and Conclusion
7. Recommendation

SIP Report _ Reliance Retail _ Akansha Sinha _ JN180007 Page 6
Executive summery
The purpose of this research was to get the inclination of the customers towards the Reliance
brand and to enhance the chance of better service by gathering the view points of the
customers towards present services. During the training program, all the interns were trained to
how they should approach the customers to get their reviews on the structured questionnaire
and what are the essential information which needed to be covered during the interaction with
the customers.
The internship program was of eight weeks in which I had covered five different format of stores
of reliance retails which includes :
First week – Reliance Fresh
Second Week – Reliance Trend
Third Week – Reliance fresh
Fourth Week – Reliance Jewels
Fifth Week – Reliance Footprint
Sixth Week – Reliance Jio
Seventh Week – Reliance Fresh
During these entire seven week I have collected the responses of the customers visiting the
store and with the help of the questionnaire, the actual footfall and the queries in the store were
brought to notice.
The physical forms for the response have a standard format, created by the Reliance and I was
informed to follow that during the entire internship process. The daily task routine during the
internship was :
✓ Collect the data from the customers on physical forms
✓ Online punching of the data
These are the two steps which needed to be followed every day.

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After collecting the data, a proper analysis of all the aspects was done to check the credibility of
the data and the processes. The analysis includes every aspect which can be useful to check the
inclination and satisfaction of the customers towards the Reliance brand in different outlets. The
aspects covered in the analysis are:
1. Shoppers Profile:
a. Who shops at Reliance store
b. What is their demographic profile- age, gender, occupation
c. How often they visit
d. Who all accompanied in shopping
2. Acquaintance with other Reliance stores:
a. Have the shopper visited other RR formats
b. Which formats have they visited
3. Catchment Analysis:
a. How far shoppers stay from store
b. How do they travel and time taken to reach the store
4. Overall shopping experience :
a. Will shoppers visit the store again
b. Will they recommend the store to others
c. How satisfying was their current visit
On the basis of the results through these analysis a final draft is created with the suggestions
and conveniences or inconveniences of customers

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Introduction of the Company
Reliance Retail Limited is a subsidiary company of Reliance Industries Limited and was founded
in year 2006. In terms of it’s revenue, it is the largest retailer in India. Founder of Reliance Retail
is Mukesh Ambani and the present CEO is V Subramaniam. The products offered by the retail
outlet are food, groceries, apparel, footwear, lifestyle, home improvement products, electronic
goods, oil etc. The Stores come under this subsidiary of Reliance industries are :
Reliance Retail reported a turnover of Rs. 1,30,566 crore for the financial year 2017-18. As on
31st Mar 2018, Reliance Retail operates 10,415 stores across 6,600+ cities with a retail area of
over 22 million sft.
Reliance Retail has emerged as the partner of choice for International brands and has
established exclusive partnerships with many revered international brands such as Diesel,
Superdry, Hamleys, Ermenegildo Zegna, Marks and Spencer, Paul & Shark, Thomas Pink,
Kenneth Cole, Brooks Brothers, Steve Madden, Payless Shoesource, Grand Vision and many
more. The Stores come under this subsidiary of Reliance industries are :
➢ Reliance Fresh : (2006)
Reliance Retail started its journey in 2006 with the opening of its first Reliance Fresh
store. Today Reliance Retail operates 566 Reliance Fresh and Reliance Smart stores
and sells over 200 metric tons of Fruits and over 300 metric tons of Vegetables every
day.
➢ Reliance Smart : (1957)
Reliance Smart is a new age supermarket serving the needs of today’s smart and value
seeking customers. Reliance Smart offers a one-stop shopping experience by offering
fresh produce, bakery, dairy products, home and personal care products, general
merchandise and in many cases are co-located with our fashion & electronics store
Reliance Trends and Reliance Digital, making it a complete shopping destination.
➢ Reliance market : (2011)
Reliance Market, the wholesale cash and carry store chain aims at supporting Kirana
stores growth and providing them with a modern distribution system. Reliance Retail
opened the first Reliance Market in 2011 and since then Reliance Market has grown

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rapidly with 46 stores serving over 2.5 million member partners.
➢ Reliance Digital : (2007)
Reliance Retail has the distinction of operating the largest consumer electronics store
chain in India through a network of over 8,000 Reliance Digital and jio stores. Reliance
Digital offers over 200 national and international brands offering a widest assortment of
products spanning across Audio & Video products, Digital Cameras, Durables like Air
Conditioners, Refrigerators, Washing Machines, Microwave Ovens, Water Purifiers,
Kitchen and Home Appliances, Gaming Consoles & Games, Computers, Laptops,
Tablets & Peripherals, Mobile and Fixed line instruments as well as a wide range of
accessories and new-age gadgets across all major product categories.
➢ Reliance Footprints : (2007)
Reliance Footprint is a leading specialty family footwear retail chain that caters to the
footwear needs of the entire family. Reliance Footprint offers widest range of
international, domestic and Reliance owned brands across men’s footwear, women’s
footwear, kids footwear, handbags, backpacks, luggage, socks, belts, wallets and shoe
care products.
➢ Reliance Trends : (2008)
Reliance Trends is a leading lifestyle retail chain with over 676 retail stores across India.
Reliance Trends offers stylish, high-quality products across Womenswear, Lingerie,
Menswear, Kidswear and fashion accessories through a diversified portfolio of own
brands, national and international brands.
The own brand portfolio includes:
• Rio - a vibrant range of snazzy trends for young women
• Fig - fashion wear for discerning, independent & working women
• Avaasa - a range of Indian wear for women offering the finest collection of Salwar
Kurtas, Churidars and a fast evolving Mix n Match range of garments
• Fusion – a range of fusion wear for women where east meets west & style meets
comfort
• Hushh - the lingerie line for women offers an extensive range of innerwear and
sleepwear
• Frendz - range of garments that complements the wardrobes of the growing generation
of boys and girls
• Pureza – a collection of pure Cotton & Linen shirts for men
• Network – offering a range of garments which comprises of formal office wear collection
for men and women
• Netplay - range showcases a smart casual collection for the evolving workplace

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• The DNMX - range has been developed with a clear focus on the youth of India, offering
them exclusively crafted fashion garments like Denims, T shirts etc.
• Performax - the specialized sportswear or active wear brand, which supports
performance in sporting activity
• Graviti - the innerwear range for men offering the best of inner and lounge wear
• Point Cove – Kidswear brand that features bold colors bringing the California spirit to
India.
➢ Reliance Jewels : (2007)
Reliance Jewels deals only in 100% BIS Hallmarked Gold. Every diamond used is
internationally certified by Independent Certification Laboratories. Reliance Jewels
currently has a consolidated presence of 71 showrooms and 72 SIS across 64 cities in
India. Reliance Jewels today extends its reach to 143 stores across India,
➢ Reliance Petrol Pump : (2008)
Petroleum Refining & Marketing. Petroleum refining and marketing (R&M) is the
second link in Reliance's drive for growth and global leadership in the core energy and
materials value chain. The Jamnagar manufacturing division is the world's largest
refining hub.
➢ Jio stores : (2015)
Reliance Retail has the distinction of operating the largest consumer electronics store
chain in India through a network of over 8,000 Reliance Digital and jio stores. Reliance
Retail has the distinction of operating the largest consumer electronics store chain in
India through a network of over 8,000 Reliance Digital and jio stores.
➢ Ajio.com : (2016)
AJIO is the digital fashion extension of Reliance that unveiled in April 2016 at Lakme
Fashion Week in Mumbai. AJIO, a fashion and lifestyle brand, is Reliance Retail’s first
pan-Indian ecommerce venture and is the ultimate fashion destination for styles that are
handpicked, on trend and at prices that are the best you’ll find anywhere.
Reliance Retail has a portfolio of over 40 international brands that spans across the entire
spectrum of luxury, bridge to luxury, high–premium and high–street lifestyle. Reliance Retail
operates over 661 stores for these international brands and continues to partner with new and
revered international brands. The strong brand portfolio reinforces Reliance Retail as a partner
of choice for best international brands.

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S.W.O.T Analysis
SWOT Analysis
Strength
1.It is Indian retail chain with 900+ stores in 80 cities in India
2.Hyper market with 95000 markets with tailoring, shoe and watch repair,
laundry
3.It owns various private label brands
4.It has strong distribution network- 1600 channels in villages
5. Strong backing of the parent company
Weakness
1.Product variety is available, but more SKUs are not present due to inefficient
back end infrastructure
2. Poor inventory control at certain locations is a concern
Opportunity
1.Sourcing directly from farmers; no middlemen could earn more profit as
number of farmers will increase five times in next 5 years
2.Leveraging on brand name and entering Reliance saloon
3.Large potential to reduce operation cost in cities using strong supply chain
Threats
1. Strong competition globally from Carrefour, Metro A.G., Tesco
2.Operationg cost are too high
3.Wallmart is biggest competitor when it comes to sourcing/ backward
integration

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Job Description
Project Title Retail Shopper Buying Behaviour & Experience Evaluation across
RR stores/outlets
Project Description The Summer Interns will complete a Project on Customer
Experience wherein they will interact with Customers and collect
data using a structured questionnaire inside the store and fuel
outlets. The Interns will also use Observational techniques to
record Customer’s buying behavior.
Eligibility Criteria The students should be willing and enthusiastic to interact with
Customers in Retail outlets, they must be out-going and have good
communication skills. It would be an advantage if they have
communication skills in English, Hindi and the local language in the
center they are applying for.

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Analysis of Job Done
Physical Forms:
➢ Under the training period of 5 days, we had been introduced with the four different
formats of forms to be filled related to different stores.
➢ These forms contained the questions related to the store’s product quality and
satisfaction level of the customer relating to different prospects.
➢ There were approx. 27 questions for which we had to take exit interviews of customers
these questions were regarding their shopping experience.
➢ The target was of 18 interactions in a day.
Online punching:
➢ After completing the physical forms, all the entries needed to be fill in the online platform
so that the data can be directly sent to company.
➢ The online punching proc
➢ ess also contains a “customer byte of the day” section where we had to mention the byte
of the day or any specific comment made by the customer.
Analysis of the data:
➢ After the complete data collection for seven weeks, the company provided us with excel
file containing data that I had collected during my tenure for the analysis.
➢ The analysis comprises of the following factors :
1. Shoppers Profile
2. Acquaintance with other Reliance stores
3. Catchment Analysis
4. Overall shopping experience

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OBJECTIVE(S)
The objective of this research is to find out the important factors influencing customer shopping
experience and to know the current service levels of the RR stores. In this regard, the data was
collected on following factors about the retail stores – Quality, Variety, Cleanliness, Behaviour &
product knowledge of staff and management, Goods availability, visual displays ,complaint
handling, promotional activities, billing process, loyalty card system, brand awareness etc.

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Data Collection and Analysis
A survey was collected through primary data by using structured questionnaire. A convenience
sampling process has been used to collect data for this research. The questionnaire contains
questions related to age, gender, satisfaction level to brand Later the data was processed in a
set pattern using MS excel.
➢ Gender :
Interpretation- -
A total of 163 convenient sample of customers is taken in the whole process and from the table it
can be easily conclude that out of the total sampling there were 68.10% males and other 31.90%
were females.
68.10%
31.90%
Male
Female
GENDER
Gender
Male 68.10% 111
Female 31.90% 52
Total 100.00% 163
Table:1

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➢ Age Group :
Interpretation –
The visitors or the shoppers of the age between 26 to 35 has the maximum influence
and awareness of the brand as it contains the maximum percentage of the visitors
(62%), so the targeted age group for the company should be more focused to this age
group.Age group above 60 (9%) which was mostly recorded in the Reliance Fresh
stores.
AGE GROUP
16 To 25 21.60% 35
26 To 35 38.27% 62
36 To 45 24.07% 39
46 To 60 10.49% 17
60 above 5.56% 9
Total 100.00%
16
2
Figure: 1
Table: 2

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➢ Occupation :
Businessman / Industrialist / Big trader / Contractor (Employing more than 10
workers) 16.56%
Housewife / Homemaker (Not formally employed) 7.98%
Junior Executive Officer (Private Sector/Govt. Employee), Clerical staff, School
teacher (Primary/Secondary), Armed Forces (Non-officer cadre) 17.79%
Middle/ Senior Executive Officer – Govt. employee/Armed forces (Officer
cadre), Corporate executive (Senior/Middle level), School Principal, College
Lecturer, University Professor, Doctor/Nurse/Compounder employed with
hospital / clinic 9.82%
Response 0.61%
Retired 6.75%
Salesman/ Store Associates, 3.07%
Self Employed Professional: Doctor / Lawyer/Advocate / Chartered Accountant
/ Architect / Management Consultant (with independent practice), Artist,
Author 10.43%
Skilled/ Unskilled worker, Farm worker, Urban household domestic worker,
Sanitation Worker (Safai Karmchari), Industrial worker 3.07%
Small Shop Owner, Small trader, Hawker 7.36%
Student 12.27%
Supervisor: Industrial / Construction / Service sector supervisor / Team leader
level supervisor (Non-managerial white collar worker) 3.07%
Unemployed 1.23%
21.60%
38.27%
24.07%
10.49%
5.56%
16 To 25
26 To 35
36 To 45
46 To 60
60 above
Age Group
Figure: 2

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Interpretation –
The shoppers of almost all profession are there in the table with an adequate amount of
contribution in the survey which shows that the brand has captured the needs of all category of
customers as there is a great price range of the products as per the different status of the
customers which makes it a store to all. We can say that it caters the need of all segments
mentioned above.
➢ Formats Visited :
Reliance Fresh 29.17%
Reliance Smart 5.30%
Reliance Market 4.17%
Reliance Digital 10.23%
Reliance
Footprint 7.95%
Reliance Trends 20.45%
Reliance Jewels 4.55%
Reliance Petrol
Pump 7.20%
Jio Stores 10.98%
Table: 3
Table: 4

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Interpretation –
The analysis contains a sample from the different stores and there is a complete majority of the
fresh customers so the whole analysis is inclined more towards the customers from fresh stores.
➢ Frequency of visit :
First visit 18.40%
I (we) have shopped
before at this store 81.60%
29.17%
5.30%
4.17%
10.23%
7.95%
20.45%
4.55%
7.20%
10.98%
Reliance Fresh
Reliance Smart
Reliance Market
Reliance Digital
Reliance Footprint
Reliance Trends
Reliance Jewels
Reliance Petrol Pump
Jio Stores
Formats Visited
Daily 2.27%
Every 2-3 days 22.73%
Once a week 27.27%
Once a Month 18.18%
Once every 1-2
month 1.52%
Once every 3
months 4.55%
Once in 1-2 weeks 23.48%
Figure: 4

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Interpretation –
The high percentage of revisits of the customers shows that they are satisfied with the services
provided by the Reliance outlets and even the frequency of visit is accordingly satisfactory as it
covers all the segment related to different stores.
➢ Accompaniment :
First visit
18%
I (we) have shopped
before at this store
82%
Total
Alone
72%
In a Group
28%
Accompaniment
Alone 71.60%
In a Group 28.40%
Table: 5

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Interpretation –
The percentage of the customers coming alone is comparatively high, which may be due to the
collection of a big amount of sample from the Reliance fresh. While the accompanied customers
have a great accompaniment of their friends or spouse.
➢ Planned Visits :
Spouse – wife/ husband 30.00%
Kids 20.00%
Parents 8.33%
Relatives 6.67%
Friends/ neighbors 20.00%
Colleagues 8.33%
Domestic help (Servant / Maid/
Driver) 5.00%
OTHERS 1.67%
No 33.95%
Yes 66.05%
Table: 6

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Interpretation –
There are 66.05% of the customers who planned specifically to visit the store and 36.42% of the
people got portion of the things they planned to buy. The arability of the desired product by the
customers is also good as the 46.91% of the customers got all the products they wanted to buy.
➢ Shoppers Satisfaction :
The satisfaction of the shoppers is registered under different questions depend on different
stores. This involved the satisfaction of the customers under a standard which consists a criteria
from very dissatisfied to very satisfied under different satisfaction related questions.
16.67%
46.91%
36.42%
No I did not buy anything today
Yes I bought everything which I wanted
Yes I bought some of the things which I wanted to buy
Mission Accomplishment
Figure : 5

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Interpretation –
The graph shows that many of the customers are in either very satisfied or somewhat satisfied
category hence signify a good service by the stores in terms of product quality, availability and
other prospects.
0 20 40 60 80 100 120 140 160 180
R1: Availability of products
R3: Prices of products in the store
R5: Time taken for billing
R7: Space for movement inside the store
R9: Promotions, Offers and Discount Schemes
R11: RelianceOne mobile linked loyalty programme
R13: Signboards and directions to easily locate…
R15: Product quality
A1: Freshness/ Quality of fruits and vegetables
A3: Range and Quality of chilled and refrigerated…
B2: Availability of size options for you
B4: Availability of popular brands
C2: Assistance, Information & Demonstration…
D1: Availability of latest designs
E1: Store has products of latest trends/ fashion
E3: Availability of popular brands
Shopper Satisfaction
Very dissatisfied: 1 Somewhat dissatisfied: 2
Neither satisfied nor dissatisfied: 3 Somewhat satisfied: 4
Very satisfied: 5
Figure: 6

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➢ Brand satisfaction :
Every questionnaire contains a set of seven common questions related to the satisfaction of
the brand that how much the customer is satisfied with the brand and is the brand name
attracts them to buy from the different outlets of the Reliance Retail stores.
This questionnaire is focused towards the brand positioning analysis in the customer’s mind. All
the standard questions are formed by the Reliance to check the customer behavior and
inclination towards the Reliance brand and how much do the customer trust in the Reliance
brand.
R1: I shop
at this
store
because it
is a
Reliance
store
R2: I get
the best
quality
and
genuine
products
at a
Reliance
Store
R3: I get
the best
prices
on
products
at a
Reliance
Store
R4: I
trust the
Reliance
brand
name
R5:
Reliance
store
sells the
latest
and
trendiest
products
R6: I
have
faith that
I will get
the best
service
at a
Reliance
store
R7:
Reliance
stores are
meant for
people
like me
Completely
agree (5) 53.70% 31.48% 31.48% 40.12% 22.22% 35.80% 20.37%
Somewhat
agree (4) 43.21% 62.96% 53.70% 50.00% 55.56% 51.85% 51.85%
Neither
agree nor
disagree
(3) 3.09% 5.56% 14.20% 9.88% 19.75% 12.35% 20.99%
Somewhat
disagree
(2) 0.00% 0.00% 0.62% 0.00% 0.00% 0.00% 0.00%
Completely
disagree
(1) 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%

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Graphical Representation -
Interpretation –
The major portion of the graph is at the right side of axis which shows that the customers have a
great influence of the brand and the Reliance brand has gain a huge majority of trust of it’s
customers .
This questionnaire was a part of every different questionnaire filled at different stores and it
gave a complete status of the brand at present in the market which can help the company to
know that how strongly the brand name actually working in the market.
43.21%
62.96%
53.70%
50.00%
55.56%
51.85%
51.85%
53.70%
31.48%
31.48%
40.12%
22.22%
35.80%
20.37%
-3.09%
-5.56%
-14.20%
-9.88%
-19.75%
-12.35%
-20.99%
I shop at this store because it is a Reliance store
I get the best quality and genuine products at a
Reliance Store
I get the best prices on products at a Reliance Store
I trust the Reliance brand name
Reliance store sells the latest and trendiest products
I have faith that I will get the best service at a Reliance
store
Reliance stores are meant for people like me
Brand Level Satisfaction
Somewhat agree (4) Completely agree (5) Neither agree nor disagree (3)
Somewhat disagree (2) Completely disagree (1)
Figure: 7

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➢ Catchment Analysis :
Interpretation –
The customers who lived nearby under the radius of 2 km are more likely to visit the stores so
the location of the store plays a major role in the visit of the customers.
Interpretation –
The mode of transport is checked to analyze the space for the parking so that for the future an
appropriate parking space should also be considered in case of different outlets.
23.46%
17.28%
11.11%
9.26%
9.88%
29.01%
1 km to 2kms
2.1 kms to 3 kms
3.1 – 5 kms
5.1-10 kms
More than 10 kms
Within 1 km
Distance from store
0.00%
4.88%
11.38%
14.63%
3.25%
35.77%
30.08%
0.00%
Walk
Bus
Local train/ Metro
Auto rickshaw / Cab
Cycle Rickshaw
2 Wheeler
Car
Refused
Mode of Transport
Figure: 8
Figure: 9

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Interpretation –
The time is a crucial element of life now a days as every person is busy in day to day activities
so everyone prefers to visit the nearest store for the convenience and it is also proved through
the graph that most of the visited customers were living in the time range of 5 to 10 minutes
from the stores.
16.05%
12.35%
6.79%
33.33%
3.09%
27.16%
1.23%
11-15 minutes
16-30 minutes
31-60 minutes
5-10 minutes
61-90 minutes
Less than 5 minutes
More than 90 minutes
Time taken to reach store
Figure: 10

SIP Report _ Reliance Retail _ Akansha Sinha _ JN180007 Page 28
➢ Revisit :
Interpretation –
The question was, weather the shopper will shop again in the store and the 92.59% of the
positive response shows the positive attitude of the customers towards the brand satisfaction
and availability of the product.
Interpretation –
Recommendation or the word of mouth is a great part of marketing and promotion even in
today’s internet era so it becomes very important to know that weather the present customer will
become a marketer for the brand or not and here with the 91.36% of the positive responses
shows that in this field also the Reliance brand has a huge brand loyalty.
7.41% 92.59%
Maybe
Yes
Shop Again
8.64%
91.36%
Maybe
Yes
Recommend the store
Figure: 11
Figure: 12

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Interpretation –
The satisfaction of the customer from their previous purchases is a great factor which bring
back the customer to the store and here also the response in somewhat satisfactory with a
61.37% of positive responses.
7.41%
0.62%
61.73%
30.25%
Neither satisfied nor dissatisfied: 3
Somewhat dissatisfied: 2
Somewhat satisfied: 4
Very satisfied: 5
Overall satisfaction
Figure: 13

SIP Report _ Reliance Retail _ Akansha Sinha _ JN180007 Page 30
➢ Online Behavior :
On line marketing is an essential platform for all the industries to capture the greater market
share and to sustain the competition in today’s market. To capture that area Reliance has
launched an app Ajio.com and making people aware of it.
Interpretation –
This shows that how many of the shoppers do online shopping and it shows that 66.67% of the
shoppers have done online shopping in last 3 months hence it proves the presence of a huge
market space to capture or bring awareness about the Ajio app.
Interpretation –
The graph shows that the awareness of Ajio is still low and it need more of the marketing
strategy to bring into consideration ,as there are many major players still playing a successful
role in the market i.e. Flipkart, Amazon etc.
33.33% 66.67%
No
Yes
Shop Online
72.22%
27.78%
No
Yes
Aware of AJIO
Figure: 14
Figure: 15

SIP Report _ Reliance Retail _ Akansha Sinha _ JN180007 Page 31
Interpretation –
From the above graph it is clear that there is a lack of trust or may be availability of the products
in the online platform because instead of knowing about the app there are very less number of
customers who are actually using it. The trust need to be built among the customers so that they
give preference to Ajio app also in comparison to the app like Flipkart or Amazon etc.
88.89%
11.11%
No
Yes
Shopped at AJIO
Figure: 16

SIP Report _ Reliance Retail _ Akansha Sinha _ JN180007 Page 32
Results and Conclusion
➢ The respondents considered smooth billing process, cleanliness & ambience, customer
complaint handling and visual merchandising as one of the most important factors that
influence the consumer shopping experience in the RR stores. The mean scores of these
factors show that these factors are somewhat important for consumers and management
can pull a large crowd by working on these factors simultaneously.
➢ The respondents considered promotional activities and better loyalty card system as the
second most important factor. They are highly rated in their importance scale and the
management must focus on both of these aspects together to attract high footfall.
➢ The respondents considered, employees courtesy & behaviour plus their product
knowledge as the third most important factor. They are also rated somewhat important
and RR management should work on these factors also to attract the footfall.
➢ The respondents considered proper trolley management and availability of quality
products as the fourth most important factor specifically in the Reliance fresh store.
➢ Timely availability of products and variety in products are the fifth most important factors
that influence the customers.
➢ Only 0.62% of the total respondents seems unhappy with the courtesy & overall
behavior of the employees while other respondents do think that the staffs are
having a proper product knowledge. .
➢ On the other hand the store is doing quite well in the overall management as
92.59% of the total respondents seem happy with the current situation and are ready
to visit again the store.

SIP Report _ Reliance Retail _ Akansha Sinha _ JN180007 Page 33
RECOMMENDATIONS
❖ The store do have two express billing counters for those customers who had taken
5 items or less to shop but many of the consumers are not aware about this facility
as a result of which in spite of having 2-3 products they stand in the long queue
along with the other shoppers to get the billing done. Hence proper information
about the location and uses of express counters should be displayed at appropriate
place & the same information can be briefed by the cashiers to these customers in
case they find them.
❖ During my training in the fresh store I found that the whole space was filled with
the products and there was very less space for movement which gives a view of
store.
❖ Most respondents take on the spot decision of buying different products because
of the products displayed. Visual merchandising is a important factor that effects
the purchase decision.
❖ Since Reliance Retail is a service-oriented organization, hence providing
continuous training to the employees on issues like courtesy, etiquette and
communication skills while dealing with customers is of immense importance.
❖ In order to retain the existing customers and to improve service quality, the store
should continuously maintain error-free transactions, since monetary transactions
are very sensitive for each customer.
❖ Customers are unaware of Mobile loyalty linkage program. customers should be
made aware of it together with the various schemes of loyalty program.