Class 11 Project on Business Studies

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PROJECT
A STUDY
ON EVALUATION OF CUSTOMER
CENTRICITY AT VALUE
RELIANCE FRESH STORES
BHIMAVARAM
SUBMITTED BY:
NAME: YASH JAIN
ROLL: 09
SUBMITTED TO:
Mr.K.S.D.Prasad

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CONTENT
1. Student Undertaking………………………………………………1
2. CompanyCertificate……………………………………………….3
3. Acknowledgement………………………………………………….4
4. Executive Summary....................................................5
5. Introduction……………………………………………………………8
6. CompanyProfile……………………………………………………..11
7. Objectives……………………………………………………………….24
8. Research Methodology……………………………………………25
9. Data Analysisand Suggestion………………………………….26
10. Recommendation………………………………………………….43
11. Appendices……………………………………………………………45

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Certificate
This to certify that Mr.Yash Jain of Class XI- A of J.Sikile School,
Narsapur, has completed this project under my supervision. He has
taken keen interest and shown utmost sincerity in completion of this
project. He has successfully completed the “Project Work in Business
Studies” up to my satisfaction
Mr.K.S.D.Prasad
Ms.nnnnn
(Principal)
J.Sikile School
Narsapur

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ACKNOWLEDGMENT
I would like to convey my thanks to Mr.K.S.D.Prasad,
my Business Studies Teacher and Ms.B.Sirisha, Head of
Department, J.Sikile School, Narsapur, for their
immense help and guidance in the completion of my
project. It is only due to their efforts that my project
could be completed successfully. This report is
submitted as a part of practical examination included
in curriculum of CBSE for All India Senior Secondary
Examination to be held in the year of 2016-2017.
Yash Jain
Roll No: 09

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EXECUTIVE SUMMARY
The customers are the only reason why we are in the business, so satisfying
them will ultimately lead to profits. There is a need to highlight the importance
of a customer service climate in Value format stores. A climate that
emphasizes courtesy, competence and a work environment that promotes a
strong working relationship and management.
Intention of this “PROJECT RELIANCE RETAIL” is to get assistance from
customer feedback not only to identify problems but will also demonstrate
customers that we care and always proactive in looking ways to improve the
services we provide.
The project work includes collecting data as management trainee at Reliance
Value chain. Trainees were assigned 2 stores each. We have to be present at
one store every day. We have to interact with at least 8/10 customers
document the feedback in prescribed format. Include an open ended, asking
them if they have any additional comments or suggestions to make.
Most importantly, I collate report of questionnaires filled on daily basis and
submit the same on Monday and Thursday with store observation report.

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My training was gone through different phrases which are following:
PHASE-1: In this phase an extensive training was given to us about basic
terminology use in retail work is to be done in any store, which instruments,
software’s they use and how they use them.
PHASE-2: The next phase was of to interact with the customers and take their
feedback on that questionnaire and send the daily report to Reliance
headquarters and along with on other side we are assigned one more project
named as “MYSTERY SHOPPING” in which we went to different stores of
reliance and of its competitors to find out the difference and some special
observation and learning.
PHASE-3: analysis was done on the basis of the questionnaire filled up and the
suggestions made by the respondents.
On further analyzing wefound this project named “PROJECT RELAINCE RETAIL”
was really the worthwhile to understand the retail chain system. Every store is
made with particular specialization and we analyzed those stores are coming
up to standard or not. If not then why and how can we control those
deviations.

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INTRODUCTION
OVER VIEW OF RETAIL INDUSTRIES
The sale of goods or commodities insmall quantities directly tothe
consumers is known as Retailing. Retailinvolves the process of
selling consumer goods or services to customers through multiple channels of
distribution to earn a profit.
Retailing in India is one of the pillars of its economy and accounts for about 10
percent of its GDP.The Indian retail market is estimated to
be US$ 600 billion and one of the top five retail markets in the world by
economic value. India is one of the fastestgrowing retail markets in the world,
with 1.2 billion people.
The Indian retail industry is one of the fastestgrowing in the world. The retail
market was at Rs. 23 lakh crorein 2011-12. According to the study, organized
retail, that comprised justseven per cent of the overall retail marketin 2011-
12, is expected to grow at a CAGR of 24 per cent and attain 10.2 per cent share
of the total retail sector by 2016-17.
Retail is amongstthe fastestgrowing sectors in the country. Today, only a
small part of retail in India is organised. The Indian retail sector is witnessing
tremendous growth with the changing demographics and an improvement in
the quality of life of urban people.

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The Indian retailing sector is at an inflexion point where the growth of
organised retail and growth in the consumption by Indians is going to adopt a
higher growth trajectory. TheIndian population is witnessing a significant
change in its demographics. A large young working population with median age
of 24 years, nuclear families in urban areas, along with increasing working-
women population and emerging opportunities in the services sector are going
to be the key growth drivers of the organised retail sector.

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INTRODUCTION TO THE TITLE:
“EVALUATION OF CUSTOMER CENTRICITY AT VALUE FORMAT
RELIANCE FRESH STORE.”
Reliance Retail, Ltd. operates retail outlets in India. Its retail outlets offer
foods, groceries, appareland footwear, lifestyle and home improvement
products, electronic goods, and farm implements and inputs. The company’s
outlets also providevegetables, fruits, and flowers. Itfocuses on consumer
goods, consumer durables, travelservices, energy, entertainment and leisure,
and health and well-being products, as well as on educational products and
services. The company was founded in 2006 and is based in Mumbai, India.
Reliance Retail, Ltd. operates as a subsidiary of Reliance Industries, Ltd.
Intention of this “PROJECT RELIANCE RETAIL” is to get assistance from
customer feedback for not only identify problem areas but will also
demonstrate to customers that we care and are proactive in looking for ways
to improve the service we provide.
The project work includes collecting data as management trainee at Reliance
Value Chain. Trainees wereassigned two stores each. We haveto be presentat
one store every day. We have to interact with atleast 8/10 customers
document the feedback in prescribed format.

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INTRODUCTION TO THE COMPANY:
Reliance Fresh is theconvenience store formatwhich forms partof the retail
business of Reliance Industries of India which is headed by Mukesh Ambani.
Reliance plans to investin excess of Rs 25000 crores in the next 4 years in their
retail division. The company already has in excess of 560 reliance fresh outlets
across the country. Thesestores sell fresh fruits and vegetables, staples,
groceries, fresh juicebars and dairy products.
A typical Reliance Fresh store is approximately 3000-4000 square. Feetand
caters to a catchment area of 1-2 km
HISTORY:
Postlaunch, in a dramatic shift in its positioning and mainly due to the
circumstances prevailing in UP, West Bengal and Orissa, itwas mentioned
recently in news Dailies that, Reliance Retail is moving out of stocking fruits
and vegetables. Reliance Retail has decided to minimize its exposurein the
fruit and vegetable business and position Reliance Fresh as a pure play super
market focusing on categories like food, FMCG, home, consumer durables, IT
and wellness, with food accounting for the bulk of the business.
The company may not stock fruit and vegetables in somestates. Though
Reliance Fresh is not exiting the fruit and vegetable business altogether, it has
decided not to compete with local vendors partly due to political reasons, and
partly due to its inability to create a robustsupply chain.

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When the first Reliance Fresh storeopened in Hyderabad last October, not
only did the company said the store’s main focus would be fresh producelike
fruits and vegetables at a much lower price, but also spokeat length about its
“farm-to-fork’’ theory. Theidea the company spokeabout was to sourcefrom
farmers and sell directly to the consumer removing middlemen out of the way.
Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trends, Reliance
Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance
Super are various formats that Reliance has rolled out.
In addition, Reliance Retail has entered into an alliance with Apple for setting
up a chain of Apple Specialty Stores branded as iStore, starting with Bangalore.

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Growth through Value Creation
With a vision to generate inclusive growth and prosperity for farmers, vendor
partners, smallshopkeepers and consumers, Reliance Retail Limited (RRL), a
subsidiary of RIL, was setup to lead Reliance Group’s foray into organized
retail.
With a 27% shareof world GDP, retail is a significant contributor to overall
economic activity across the world. Of this, organized retailing contributes
between 20% to 55% in various developing markets. The Indian retail industry
is pegged at $ 300 billion and growing at over 13% per year. Of this, presently,
organized retailing is about 5%. This is expected to grow to 10% by 2011. RRL
has embarked upon an implementation plan to build state-of-the-artretail
infrastructurein India, which includes a multi-format storestrategy of opening
neighborhood convenience stores, hypermarkets,and specialty and wholesale
stores across India.
RRL launched its first storein November 2006 through its convenience store
format‘Reliance Fresh’. Sincethen RRL has rapidly grown to operate 590
stores across 13 states at the end of FY 2007-08. RRL launched its first‘Reliance
Digital’ store in April 2007 and its firstand India’s largesthypermarket
‘Reliance Mart’ in Ahmedabad in August2007. This year, RRL has also launched
its firstfew specialty stores for apparel (Reliance Trends), footwear (Reliance
Footprints), jewellery (Reliance Jewels), books, music and other lifestyle

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Products (Reliance Timeout), auto accessories and serviceformat (Reliance
AutoZone) and also an initiative in the health and wellness business through
‘Reliance Wellness’. In each of these store formats, RRL is offering a unique set
of products and services at a value price point that has not been available so
far to the Indian consumer. Overall, RRL is well positioned to rapidly expand its
existing network of 590 stores which operate in 57 cities.
During the year, RRL also focused on building strong relationships in the agri-
business valuechain and has commenced marketing fruits, vegetables and
staples that the company sources directly to wholesalers and institutional
customers. RRL provides its customers with high quality produce that has
better shelf life and more consistentquality than was available earlier. RRL has
made significant progress in establishing state-of-the-artstaples processing
centers and expects to make them operational by May 2008.
Recognizing that strategic alliances are going to be a key driver to its retail
business, in FY 2007-08,RRL established key joint ventures with international
partners in apparel, optical and office products businesses. Further, RRL will
continue to seek synergistic opportunities with other international players as
well. This year, RRL will continue its focus on rapid expansion of the existing
and other new formats across India.

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Retailing formats in India
 Malls:
The largest form of organized retailing today. Located mainly in metro
cities, in proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq
ft and above. They lend an ideal shopping experience with an amalgamation of
product, service and entertainment; all under a common roof. Examples
include Shoppers Stop, Piramyd, and Pantaloon.
 Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books
retailer Crossword, RPG's Music World and the Times Group's music chain
Planet M, are focusing on specific market segments and have established
themselves strongly in their sectors.
 Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts
on the MRP through selling in bulk reaching economies of scale or excess stock
left over at the season. The product category can range from a variety of
perishable/Non-perishable goods
 Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of
consumer needs. Further classified into localized departments such as clothing,
toys, home, groceries, etc.

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 Hypermarts/Supermarkets:
Large self service outlets, catering to varied shopper needs are termed
as Supermarkets. These are located in or near residential high streets. These
stores today contribute to 30% of all food & grocery organized retail sales.
Super Markets can further be classified in to mini supermarkets typically 1,000
sq ft to 2,000 sq ftand large supermarkets ranging from of 3,500 sq ft to 5,000
sq ft. having a strong focus on food & grocery and personal sales. Examples Big
Bazaar, Reliance hypermart.
 Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near
residential areas. They stock a limited range of high-turnover convenience
products and are usually open for extended periods during the day, seven days
a week. Prices are slightly higher due to the convenience premium.
 MBO’s :
Multi Brand outlets, also known as Category Killers, offer several brands
across a single product category. These usually do well in busy market
places and Metros.

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PROFILE OF COMPANY:
Reliance Retail, Ltd. operates retail outlets in India. Its retail outlets offer
foods, groceries, appareland footwear, lifestyle and home improvement
products, electronic goods, and farm implements and inputs. The company’s
outlets also providevegetables, fruits, and flowers. Itfocuses on consumer
goods, consumer durables, travelservices, energy, entertainment and leisure,
and health and well-being products, as well as on educational products and
services. The company was founded in 2006 and is based in Mumbai, India.
Reliance Retail, Ltd. operates as a subsidiary of Reliance Industries, Ltd.
Headquarters: Bombay Area, India
Industry : Retail
Type : Public Company
Status : Operating Subsidiary
Company Size: 35,000 or moreemployees
Founded : 2006

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Organizational Structure:
ZONAL MANAGER
CLUSTER MANAGER
AREA MANAGER
STORE MANAGER
ASSISTANTSTORE
MANAGER
SUPERVISOR
COMMERCIAL ASSOCIATE
CUSTOMER SERVICE
ASSOCIATE

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Popular Profiles at Reliance Retail:
Madhumita Mohanty: Deputy General Manager
Abhijit Sanyal: EVP & CE - Reliance Home Products PvtLtd
PrashantNarula: General Manager
Devendra Chawla: Vice - President- Business Head, Merchandising Head
Prasun Bhadani: Manager - Store operations and NSO
SriramMahadevan: Concept Head - Reliance Marts & Supers
Rakesh Mehta: Commercial Head – North
Nageswaran c k: VP, Operations
Kanwar BhawaniSingh: Business Head – Reliance Wellness Stores

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Food Retail Chain at Reliance Fresh:

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COMPETITORS OF RELIANCE FRESH:
1. BIG APPLE
2. MORE
3. SABKA BAZAAR
4. FAIRPRICES
5. SUBHIKSHA
6. SPENCERS

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Future Plans:
The company's flagship chain Reliance Fresh sells staples and food items under
Reliance Select
Nearly 30 months ago, Reliance Industries announced an ambitious plan to
invest Rs 25,000 crore(Rs 250 billion) to expand its stores in the country to
take the advantageof organised retail in the country.
Initially, the company was planning to open 2,000 stores by 2008, and 5,000
stores by 2010, butdue to a delay in delivery of properties, economic
downturn and demand slump the company had to scale back its expansion
plans.
Reliance Retail runs over 850 stores, which includestores for food and grocery,
consumer durables, beauty and wellness, jewellery, footwear, among others.
Its formats such as apparel chain Reliance Trends, beauty and wellness format
Reliance Wellness, consumer durable chain Reliance Digital have private labels
or are in the process of launching private labels.
"The whole idea of private labels is based on pricing and retailers get enough
volumes on their shelf at marginal costing. Retailers have an opportunity to sell
their private labels to kirana stores.
But it depends on their strategy on pricing and marketing right products," said
Naimish Dave, a director with OC & C Strategy Consultants.

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Challenges facing the Indian Organized Retail sector:
The challengesfacingthe Indianorganizedretail sectorare variousandthese are stoppingthe Indian
retail industry fromreachingitsfull potential.
I) ChangingConsumerPurchasing Patterns:
The behaviourpatternsof the Indianconsumerhave undergoneamajorchange.Thishas happened
for the Indianconsumerisearningmore now,westerninfluences,womenworkingforce is
increasing,desireforluxuryitemsandbetterquality.He now wantstoeat,shop,and get
entertainedunderthe same roof.All these have leadthe Indianorganizedretail sectortogive more
inorder to satisfythe Indiancustomer.
II) Lack of Retail Space:
Withreal estate pricesescalatingdue toincrease indemandfromthe Indianorganizedretailsector,
it isposinga challenge toitsgrowth.WithIndianretailershavingtoshell outmore forretail space it
isaffectingtheiroverall profitabilityinretail.
III) Shortage ofTrained Man Power:
The Indianretailershave difficulty infindingtrainedpersonandalsohave topay more inorder to
retainthem.Thisagainbringsdownthe Indianretailersprofitlevels.
IV) Poor SupplyChain
It isthe supplychainthatensurestothe customerinall the variousofferingsthat a companydecides
for itscustomers,be itcost, service,orthe quicknessinrespondingtoeverchangingtastesof the
customer.
The infrastructure inIndiaintermsof road, rail,and air linksare notsufficient.Thismake apoor
supplychainandcompanieshave todependuponwarehousing

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OBJECTIVES:
1. To get a sense of howwell yourcompanyisservingcustomers.
2. To quicklyreveal customerservice problems thatneeds tobe addressed.
3. To evaluate the proactivenessof managementindailyproblems.
4. To evaluate theirsalespromotionsandworkingmechanism.
5. To findpotential opportunitiesforservingyourclientsthatyoumaybe missing.

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RESEARCH METHODOLOGY:
SAMPLESIZE:
In thisresearch,we have tointeractwithcustomercomesinthe store.On the basisof particular
questionnaire.We interactedwithmore than150 customersbutdue to unavailabilityof all the
responseswe takenintoconsiderationthe responsesof 90 respondents.
PRIMARY DATA:
I collectedprimarydataas I collectedresponsesthrough QUESTIONNAIRE.So itwasthe primary
source of data collection.MoreoverIinteractedwithcustomerandinterviewed them.Sothiswas
the primarydata that I have collected.
LIMITATION:
- The main constrainwasjusinteractionwiththe peoplewhocomestothe store.
- I was providedwithaquestionnaire,soscope of some openended response waslimited.
- I was assignedjusttwo stores,soresponsesandlearningwaslimited.

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Data Analysis and Suggestion
1. Was the store entrance welcoming?
ANALYSIS AND SUGGESTION:
About entrance 63% people are agree that entrance is attractive and 47 %
people give negative response.
Entrance is the area which is an essential factor affect the footfall in the store.
Itmust be clean and litter free to attract the customers. Entrancemustbe like
an invitation to the customer to eagously enter in the store
In my Reliance Fresh Store, Entrancearea was little unacceptable feel to the
customers. Sometimes I see a lot of trolleys resting there but nobody cares.
Moreover, there mustbe someattention generating advertisements or
promotion which could provokecustomer to come in.
0 10 20 30 40 50 60 70
YES
NO
ATTRACTIVE ENTRANCE
ATTRACTIVE ENTRANCE

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2. Was a shopping cart or basket readily available on entering the
store?
About baskets/carts availability, 80% gavepositive responseand 20 % gave
negative response.
For ease to carry the products, carts and baskets mustbe in the reach of the
customers. Mostof the customer’s complaintthat almost every basket
contains some dustand litter
They mustbe clean on daily basis, it is mandatory….butnobody cares.
0 20 40 60 80
YES
NO
CART/BASKETS AVAILABILITY
CART/BASKETS AVAILABILITY

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3. Was the shop free of odor?
65 % respondents wereagreeing that store in free from odor but 35 % against
this point of view.
Some of the customers complained that a lot of junk of garbage type
vegetables were there. Unfresh Fruits and Vegetables are the main reason of
odor in the store. A person doesn’twant to even stand on that place where
unusualsmell comes and fromhere they purchasefood item, wecan imagine
the impact of the store’s reputation after this incident.
0
10
20
30
40
50
60
70
YES NO
STORE IS FREE OF ODORS
STORE IS FREE OF ODORS

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4. Were the floors clean?
Floor area defines the key ambience of the store.
54 % people agree that floor area was clean and 46% people deny this point of
view.
Floor area is very important aspect from the point of view of ambience. A
customer wants to see him at a right place for shopping. If floors willbe full of
dustthen, what is the differentiation we are creating in our stores and local
market shop.
Spot fill during the shopping hour is the main reason that a customer point out
for a lot of unwanted and unsettled producton the floor.
0 10 20 30 40 50 60 70
YES
NO
CLEAN FLOOR
CLEAN FLOOR

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5. Were the shelves & displays clean?
61% people disagreed that shelves and display wereclean and 39 % people
denied this point of view.
Clean Display of productand shelves create a differentiation in a store. Mostof
the customers acceptthat shelves and the products havea layer of duston
them. Not proper dusting of the store took place on daily basis.
Even Back storeroomgot its dusting at the time of auditing by the head office.
CLEAN SHELVES AND DISPLAY
YES
NO

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6. Were the products fresh/not expired?
30% of the total respondents agreethat fresh products are available but 70%
denied that.
Fresh productmustbe available to the consumer becausehe is paying for that.
According to our
Research fresh means products mustbe of 15 days beforethe expiry date.
If it comes to fresh products, mostof the consumers said they are not satisfied
with the Freshness of products. In F & V Section, most of the vegetable and
fruits show the lack of freshness.
They don’tput fresh vegetables on daily basis.
0
10
20
30
40
50
60
70
YES NO
FRESH PRODUCTS
FRESH PRODUCTS

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7. Were the prices marked clearly and accurately?
62 % of the people agree with the display of price is quite understandable.
Every customer can’t providean employee from the company to guide them
on the detail of price of each and every product. So, an effective display of
[price is better option but it must be in that manners which is quite
understandableto the customers.
Somewherea problem like non-display of the price happens. In reliance fresh
stores, every productis provided with SEL (Shelf Edge Label) which carries
price, date of that label’s attachment and the ENR no of the product.
0
10
20
30
40
50
60
70
80
YES NO
PRICE MARKED CLEARLYAND ACCURATELY
PRICE MARKED CLEARLY AND
ACCURATELY

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8. Were the promotion well displayed?
72 % of the total respondentsatisfiedwiththe promotionsof the RelianceFresh.
Promotionsare the mainreasona personcomesinthe store.Some people came justforthe
purchase the promotional items.
Promotionmustbe quite understandable,acceptable andeffective. There are more spacesforthe
promotion.There isnotmuchof the promotion of the products.
Some promotional waysusedbythe store are “MANGALWARKI MANDI”, “MANGO MELA” etc.
These are effective butnotproper implementationof these promotionsmakes themfail.
0
10
20
30
40
50
60
70
YES NO
PROMOTION WELL DISPLAYED
PROMOTION WELL DISPLAYED

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9. Were the promotions easy to understand?
61% of the respondents agreed on that promotion in the stores are easy to
understand.
Promotion is only then beneficial if it is understandableif it is not then space
and money both are waste.
There were a lot of promotion but to make them awareto the customers need
employees assistance. Employees musttake charge to tell the customer about
the ongoing promotions.
0 10 20 30 40 50 60
YES
NO
PROMOTION EASYTO UNDERSTAND
PROMOTION EASY TO
UNDERSTAND

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10.Did you get all the products what you want, if not then what?
52% wereagreed that their entire needed products are available in the store.
A storecan’t provideeach and every productto the customers butstill there
was a lack of differentbrand and packaging options in the store.
Sometimes if a customer demand a particular productthen, most of the times
he does not find its demanded productavailable after his request.
39
40
41
42
43
44
45
46
47
48
49
YES NO
PRODUCT AVAILABILITY
PRODUCT AVAILABILITY

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11.Were you given a correct receipt?
88 % of the respondent said they got correctreceipt from the cashier.
Most of the time customers get correctreceipts but sometimes a little mistake
of CSA creates big trouble. I see a lot of quarreldue to this reason.
A little change in the receipt even in some paisa’s create customer
uncomfortable. Some customer’s complaintthat due to the lack proper
knowledgeof CSA they get incorrect receipt.
0 20 40 60 80 100
YES
NO
CORRECTRECIEPT
CORRECT RECIEPT

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12.Did the cashier tender back exact change?
83% of the respondents wereagreed that they got exact cash from the counter
of billing.
Most of the customer complaint that they did not get exact cash becausethe
person on till didn’t have change. So, they try to put bill in Zero figure.
0
10
20
30
40
50
60
70
80
90
YES NO
EXACT CASH BACK
EXACT CASH BACK

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13.Did the cashier Thank You while handling the bill?
62 % of the respondentsaid they are not greeted by the cashiers.
Firstperson who interact with the customer at entrance is watchman who
must greet to the customers which is not happening. A cashier must give vote
of thanks to the customers for shopping in their store.
Greeting is an expression which is like an invitation to the customers to come
again and again.
GREETING BY CASHIER
YES
NO

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14.Time spent waiting in the queue?
34 % of the respondentspent more than 15 minutes in the queue waiting for
their billing.
The customers justhate to be there in the queue. As every productcomes
under the barcodedecoder for their price detection, it takes a lot of time for
making a bill.
In this case, if a customer comes with a product, then he has to wait for a long
time for billing. There is the function in the softwarein that particular situation
but cashier doesn’t knows thathow to usethat function of software. So
training of employees is also a mean to solvethis problem.
0
5
10
15
20
25
30
35
LESS THAN 5
MIN.
LESS THAN 10
MIN. BUT MORE
THAN5 MIN.
LESS THAN15
MIN. BUT MORE
THAN 10 MIN.
MORE THAN 15
MIN.
TIME WASTED IN QUEUE
TIME WASTED IN QUEUE

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15.Did you get help from CSA when asked for?
60 % of the respondentagrees that CSA provide the assistance.
A customer comes in the store to purchasea productor even for justenquiry
about something if a CSA can’t escort him but he has to providehim assistance
to solve their query.
Most of the customer doesn’tpurchasethe product becauseof not getting
assistancefromany employee of the store.
0
10
20
30
40
50
60
YES NO
HELP FROM CSA
HELP FROM CSA

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16.Were the staffs in dress code and wearing a name badge?
31 % of the respondentagree that staff is not walk groomed.
Some customer complaint that nobody provides assistanceto them in the
store. Most of the customer use to indulge in the silly talk.
They didn’t even think whatcustomer will think, they justtalk aboutthe
defects in the stores and about the management and that create the negative
impact on store’s image.
0
10
20
30
40
50
60
70
YES NO
WELL GROOMED STAFF
WELL GROOMED STAFF

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OVERALL SHOPPING EXPERIENCE WITH RELIANCE FRESH:
11% of the customers gavethe Reliance Fresh Services Excellent Rating.
23% of the customers gavethe Reliance Fresh Services Poor Rating.
35 % of the customers gavethe Reliance Fresh Services AverageRating.
31 % of the customers gavethe Reliance Fresh Services Good Rating.
Different type of customer conveys their different experience in the store.
Some feel it’s a good experience, somethinks it’s pathetic all depends on the
servicepart of our store, only that makes the difference.
0
5
10
15
20
25
30
35
EXCELLENT GOOD AVERAGE POOR
CUSTOMER EXPERIENCE
CUSTOMER EXPERIENCE

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RECOMMENDATION:
Nobody will ring a bell and tell you to attention the facts that you are entering
into such a transition. It’s a gradual process. Thecharacteristics of business
begin to change. Only the beginning and the ends are clear.
In the market there are some potential customer also giving a punch like FAIR
PRICE. Infrastructure and ambianceare not at par but their location is justin
frontof Reliance Fresh store, Their prices are much lesser, So that is a potential
competitor.
Things if happen or something has changed, then business needs to respond
on that.
INFLECTION POINT NEW
HEIGHTS
DECLINE

44 | P a g e
RELIANCEFRESH is at its inflection point.
An inflection point occurs when the old strategic picture did developed and
gives way to new heights. We need to navigate our business.
An inflection point comes when we doubton yourself that where we aregoing
aren’t we lost?
Where growing dissonancebetween corporatestatement and operational
action. That hints more than normalchaos. Misalignment between whatyour
company think it is doing and what is actually happening inside the box of
organization.
So, timing is everything, if you undertake these changes while your company is
still healthy in which you can experiment with new ways of doing business so
that you can savemuch moreof your company’s strength , your employee and
your strategic position.
When any business gotinto Inflection point, whatis most important that is our
judgment. Your judgmentgot you in tough position but it can also get you out.
It’s justa question of training your instinct to pick up a different set of signals.
The Inflection Point is a time to wakeup and listen.
We need to find out the possibilities that whatour business is doing can be
done in some different way. That different way we haveto find.
It’s like we need a new paint on the business of same color but little shiny.

45 | P a g e
APPENDICES:
RELIANCE RETAIL CUSTOMER SERVICE
1. ENTRANCE :
FrontSignage-Reliance Fresh
Was the storeentrance welcoming?(freeof dust, not and if visit is after
6PM,lights working.)
2. CARTS/BASKET :
Was a shopping cart or basket readily available on entering the store?
3. STORE-CLEANLINESS :
Was the shop free of odor?
Were the floors clean?
Were the shelves & displays clean?
4. PRODUCTS :
Were the products fresh/notexpired?
Were the prices marked clearly and accurately?
Were the promotion well displayed?
Were the promotions easy to understand?

46 | P a g e
Did you get all the products whatyou want, if not then what?
5. CHECKOUT:
Were you given a correct receipt?
Did the cashier tender back exact change?
Did the cashier Thank You while handling the bill?
Time spent waiting in the queue..(Specify time in minutes.)
6. SERVICE:
Did you get help fromCSA when asked for?
Were the staffs in dress code and wearing a name badge?
ANY SPECIFIC OBSERVATION/SUGGESTION YOU LIKE TO SHARE :
--------------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------------
------
YOU’RE OVERALL SHOPPING EXPERIENCE WITH RELIANCE FRESH--
(Tick whichever is applicable)
A) Excellent B) Good C) Average D) Poor

47 | P a g e
Name and Signature of Customer: _______________________
Contact No. :_________________________________________

48 | P a g e
BIBLOGRAPHY:
www.slideshare.com
www.wikipedia.com
www.ibef.org
http://www.ril.com/html/business/business_retail.html
http://en.wikipedia.org/wiki/Reliance-Retail
TEACHER REFERENCE: Mr.K.S.D.Prasad

Class 11 Project on Business Studies

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