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  • 1. A PROJECT SYNOPSIS ON“A study of Retail Mix of Reliance Fresh with particular reference to outlets in Nagpur City” SUBMITTED BY Mr. Uday U. Dakre UNDER THE GUIDANCE OF Prof. Swarnalata Philip Submitted in partial fulfilment for the award of the degree of MASTER OF BUSINESS ADMINISTRATION DEPARTMENT OF MANAGEMENT STUDIES J .D. COLLEGE OF ENGINEERING Session: 2011- 2013 1
  • 2. “A study of Retail Mix of Reliance fresh with particular reference to outlets in Nagpur City”IntroductionIndia has often been called a nation of shopkeepers. Presumably the reason for this is; that, alarge number of retail enterprises exist in India. In 2004, there were 12 million such units ofwhich 98% are small family businesses, utilizing only household labour. Even among retailenterprises, which employ hired workers, a majority of them use less than three workers.Retailing is the combination of activities involved in selling or renting consumer goods andservices directly to ultimate consumers for their personal or household use. In addition toselling, retailing includes such diverse activities as, buying, advertising, data processing andmaintaining inventory.While sales people regularly call on institutional customers, to initiate and concludetransactions, most end users or final customers, patronize stores. This makes store location,product assortment, timings, store fixtures, sales personnel, delivery and other factors, verycritical in drawing customers to the store.Final customers make many unplanned purchases. In contrast those who buy for resale or usein manufacturing are more systematic in their purchasing. Therefore, retailers need to placeimpulse items in high traffic locations, organize, store layout, trains sales people insuggestion, and place related items next to each other, to stimulate purchase.About Reliance FreshReliance Fresh a convenient store format is governed by the Mukesh Ambani and is themost important part of Reliance Industries retail Business. Reliance Ltd. has planned to investmore than Rs. 25000 crores in the retail division.It also comprises more than 560 reliance fresh stores all over the country. The outlet sellsfresh fruits, staples, dairy products, fresh juice bars, groceries and vegetables. A distinctiveReliance Fresh outlet is around 3000 to 4000 sq. feet and accommodates catchment area ofone to three Kilometres. 2
  • 3.  Type Supermarket  Founded 30 October 2006  Headquarters Mumbai, India  Key people Mukesh Ambani, CEO  Industry Retail  Website www.ril.comRationale of the study The time are changing so is business environment is also changing. The on going LPG process (Liberalization, Privatization, and Globalization) has made business environment highly competitive & complex. People’s choice is also changing day-to-day. Under a reserve it is known that the people who are living in the town or city they prefer shopping malls. So that now there are many of malls in the market. One of other is Reliance fresh .It is quite new in the market in comparison to Big Bazaar & other malls but it is gaining popularity among the customers. Reliance fresh is quite famous for it fresh vegetables & fruits, apart from other grocery products. By a research it is come to know that 66% of people prefer vegetables fruits from Reliance fresh. It has a number of competitors in the market. But it has already established itself in the market. Hence this project studies the retail mix adopted by the retailer to attract and retain the customers. This study will also analyse the impact and effectiveness of the retail mix in terms of customer awareness, preference and satisfaction regarding their shopping experience in the outlets of Reliance Fresh.Research Methodology Meaning of research Martin Shuttle worth –“In the broadest sense of the word, the definition of research includes any gathering of data, information and facts for the advancement of knowledge” 3
  • 4. Creswell - "Research is a process of steps used to collect and analyze information to increase our understanding of a topic or issue". It consists of three steps: Pose a question, collect data to answer the question, and present an answer to the question.”Types of Research 1. Descriptive Research: Descriptive research embraces a large proportion of marketing research. The purpose is to provide an accurate snapshot of some aspect of the market environment. In descriptive research, hypothesis often will exist, but them tentative and speculative. 2. Causal Research: When it is necessary to show that one variable Causes or determines the values of other variables, a casual research approach must be used. Since data collection method is from surveys, hence Descriptive type of research is used for analysis of the data. All research approaches can be classified into three general categories research: 3. Exploratory Research: Exploratory research is used when one is seeking insights into the general nature of the problem, the possible decision alternatives, and relevant variables that need to beSteps in conducting research Identification of research problem Literature review Specifying the purpose of research Determine specific research questions or hypotheses Data collection Analyzing and interpreting the data Reporting and evaluating researchResearch Methodology is usually a guideline system for solving a problem, with specificcomponents such as phases, tasks, methods, techniques and tools. It can be defined also asfollows: 1. The analysis of the principles of methods, rules, and postulates employed by a discipline. 2. The systematic study of methods that are, can be, or have been applied within a discipline. 3. The study or description of methods.Research Methodology adopted in the present Research: 4
  • 5. The research methodology that will be used for this research is mainly based primary data and willconsist of hypothesis testing. In this research, we propose to interact with the customers who come tothe store on the basis of a questionnaire designed for this purpose. We will interact with more than150 customers but after scrutinizing the responses, we will take into consideration the responses of100 valid responses.Data collection:Primary Data: Primary data of research are collected from direct resources (customer ofReliance fresh) through one or more of the following methods A. Observation B. Interview C. QuestionnairesSecondary Data: Secondary Data which are used for research to know the history scope ofRetail industry are collected from already available resources,E.g. Directories, Televisions, Newspapers, Journals, Websites of Reliance Fresh, Big Bazaar and otherretailers, Retailers’ Association of India (RAI)Sampling techniqueA composite design consisting of random selection of 10 days in a month and a convenientsampling consisting of customers visiting the store on the particular days will be is used forresearch project. The sampling design consists of sample size, method of data collection andsampling method.Sample size100 respondents will be selected as sample size for researchData representation technique and toolsColumns chart & Pie chart has used for representation.Tools for collecting data: A questionnaire consisting of mainly close ended questions and a few open endedquestions will be used for data collection 5
  • 6. Objectives of the study: To study the merchandise management practices of the store to ensure the availability of merchandise that customers want, and make it available at the right price, in the right place at the right time. To study the impact of aspects like Store Location, Store Image, Personnel of Reliance Fresh on consumer’s satisfaction and preference towards the store. To study the Store Design and its suitability according to consumer’s point of view. To study the Promotional Effectiveness in Reliance FreshHypothesis:The following hypothesis will be tested from the collected data.H0 (Null): The retail mix of Reliance fresh outlets in Nagpur City is not effective.H1 (Alternative): The retail mix of Reliance fresh outlets in Nagpur City is effective.Limitations of the Study: Time and resources may be the major constraints during the execution of the research. The results of the survey will be totally dependent on the accuracy and authenticity of the information provided by the respondents. The sample is selected through convenience sampling and hence it will face the limitations applicable to convenience sampling.Conclusions & Suggestions:The conclusions will be drawn from the data analysis and appropriate suggestion will be putforth based on the findings of the study.Bibliography: 1. Berman and Evan’s (Retail Management 8 edition) 2. C.R Kothari (Research Methodology 2nd edition) 3. Naresh K Malhotra (Marketing Research 4th edition) 4. Philip Kotler (Principles of Marketing 13th edition) 6
  • 7. 5. Deepika Jhamb, Ravi Kiran Patiala, India. (Journal of Business & Retail Management Research) 6. Lara Penco - Genoa, Italy (Journal of Business & Retail Management Research)Referred websites:-  www.ril.com  www.google.com  www.wickipedia.com  www.stores.org  http://www.jbrmr.com/index.php?view=currentChapters:Chapter 1: IntroductionChapter 2: Rationale of the StudyChapter 3: Research MethodologyChapter 4: Data AnalysisChapter 5: Objectives of the StudyChapter 6: HypothesisChapter 7: Conclusions & SuggestionChapter 8: Bibliography 7