JN180007 - Summer Internship Report: Reliance Retail Shopper Analysis

This summer internship report, submitted to Jaipuria Institute of Management, Noida, by Akansha Sinha (JN180007), analyzes shopper behavior and customer experience at various Reliance Retail stores. The report details the internship's objectives, which involved collecting customer data through structured questionnaires and observational techniques across different Reliance Retail formats (Reliance Fresh, Trends, Jewels, Footprint, Jio). The analysis covers shopper profiles (demographics, visit frequency, accompaniment), store acquaintance, catchment areas, and overall shopping experiences. The report includes an executive summary, introduction of the company, literature review, problem definition, approach, data collection and analysis, results, conclusion, and recommendations. The data analysis encompasses gender, age group, occupation, store formats visited, frequency of visits, shopper satisfaction, brand satisfaction, and online behavior. The report also includes a SWOT analysis of Reliance Retail and a job description of the internship project.

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

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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

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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.