The document is a research report submitted to RNB Global University analyzing consumer buying behavior at Reliance Fresh stores in Bikaner, India. It begins with acknowledgments and an executive summary. The research methodology section outlines the objectives, design, sample size, and data collection methods. Analysis finds that most customers are young females who shop weekly and like one-stop shopping. While advertisement is effective, promotions are sometimes confusing. The stores need more skilled employees and improved services. Suggestions include better promotions, hiring skilled staff, and ensuring customer needs are met.

1. Consumer Buying Behavior a Product
In Reliance fresh
Report
Submitted to the RNBGU for partial fulfilment of the Bachelor of Business
Administration
Submitted to: Submitted By:
Dr. Ajoy Kumar Mitra Kanak Binayakiya
Professor ENR: RNBGU201500005
School of Commerce & Management
RNB Global University, Bikaner
APRIL 2017

2. Acknowledgements:-
I take this opportunity to express my sincere gratitude to the following personalities without
whose help and guidance the successful completion of my project work would have been remained
a dream.
I would like to take the pleasure of this opportunity to express my heartfull gratitude to my guide
professor Dr. Ajoy Kumar Mitra (faculty member, RNB) who took personal interest and gave
valuable suggestions throughout my field work and completion of the project.
The importance of the moral support and good wishes of my parents and friends is external and I
am very much indebted to them.
I thank all my friends who directly or indirectly helped me a lot during my project.
I thank all for their valuable suggestions throughout my course.

3. Executive summary:-
Retailing is the interface between the producer and the individual
consumer buying for personal consumption. This excludes direct interface between the
manufacturer and institutional buyers such as the government and other bulk customers. A retailer
is one who stocks the producer’s goods and is involved in the act of selling it to the individual
consumer, at a margin of profit. As such, retailing is the last link that connects the individual
consumer with the manufacturing and distribution chain. The retail industry in India is of late often
being hailed as one of the sunrise sectors in the economy. At Kearney, the well-known
international management consultancy, recently identified India as the ‘first most attractive retail
destination’ globally from among thirty emergent markets. It has made India the cause of a good
deal of excitement and the cynosure of many foreign and domestic eyes. the entry of foreign and
Indian retail giants like Wal-Mart, metro, reliance, Birla, Tata etc. made Indian market more
competitive which is at cut throat level. So how retailers can reach to their end customers, to win
the mind share and increase the basket size of each shopping trip.
India retail industry is the largest industry in India, with an employment of around 8% and
contributing to over 10% of the country's gdp. Retail industry in India is expected to rise 25%
yearly being driven by strong income growth, changing lifestyles, and favorable demographic
pattern.
The growth of scope in the Indian retail market is mainly due to the change in the consumer’s
behavior. For the new generation have preference towards luxury commodities which have been
due to the strong increase in income, changing lifestyle, and demographic patterns which are
favorable.
Consumer buying behavior will be a primary force in determining how this transition will evolve.
Getting closer to the customer in today’s highly competitive landscape is essential for the entire
industry and is no longer just a retail issue. It requires all organizations across the supply chain to
work as a single enterprise, sensing and responding rapidly to consumer demand in a coordinated
manner. Detailed analysis of the changing patterns of consumer demand, shopping trends.
This research report is based on to know the
1- Major factors influencing consumer buying behaviour.
2- Buying decision process.
3- the stage in buying decision process
4- awareness of consumer towards organised retail sector

4. List of tables: -
Sr.
no.
particular page number
1 name pie chart 12
2 age pie chart 12
3 gender pie chart 13
4 personal income pie chart 13
5 shopping time pir chart 13
6 shopping store pir chart 14
7 recommend to other pie chart 14

5. Contents
Unit-1 introduction........................................................................................................................................6
1.1 Historical background...................................................................................................................6
Unit: - 2 Research methodology ...................................................................................................................7
2.1 Research objective ..............................................................................................................................7
2.2 Research designing .............................................................................................................................7
2.2.1 Sample design ..............................................................................................................................7
2.2.2 Sample size ..................................................................................................................................7
2.2.3 Sample units.................................................................................................................................7
2.2.4 Area of data collection.................................................................................................................7
2.3 Mode of data collection ......................................................................................................................7
Unit: - 3 Company detail ...............................................................................................................................8
Analysis ........................................................................................................................................................9
Finding’s .....................................................................................................................................................11
Interpretation...............................................................................................................................................12
1.Name’s : -.............................................................................................................................................12
2.AGE: -..................................................................................................................................................12
3. Gender.................................................................................................................................................13
4. Personal income..................................................................................................................................13
5. Shopping time.....................................................................................................................................13
6. Shopping store....................................................................................................................................14
7. Recommend to other people ...............................................................................................................14
Conclusion ..................................................................................................................................................15
Suggestion’s................................................................................................................................................15
Appendix.....................................................................................................................................................16

6. Unit-1 introduction
1.1 Historical background
Back ground: - We can see many examples of businesses where, first we grow and then think
of expanding but Reliance is quite different. Reliance has developed such huge amount of
resources and capital over the years that whenever it steps into any segment it is not required
to wait for growing signal, that’s why it always thinks of expanding without any boundaries.
Reliance retail is next step by reliance which will be a pan India project.Reliance fresh is the
retail chain division of reliance industries of India which is headed by Mukesh Ambani.
Reliance has entered into this segment by opening new retail stores into almost every
metropolitan and regional area of India. Reliance plans to invest Rupees 25000 crores in the
next 4 years in their retail division and plans to begin retail stores in 784 cities across the
country. The reliance fresh supermarket chain is Reliance rupees 25,000 crore venture and it
plans to add more stores across different g, and eventually have a pan-India footprint by year
2011.
The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and
dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian
products. Besides, the stores would provide direct employment to 5 lakh young Indians and
indirect job opportunities to a million people, according to the company. The company also
has plans to train students and housewives in customer care and quality services for part-time
jobs.
The company is planning on opening new stores with store-size varying from 1,500 sq. ft. to
3,000 sq. ft., which will stock fresh fruits and vegetables, staples, FMCG products and dairy
products. Each store is said to be within a radius of 1-2 km of each other, in relation to the
concept of a neighbor store. However, this is only the entry roll-out that the company has
planned. Bangalore is said to have 40 stores in all by the end of the year.
In a dramatic change due circumstances prevailing in up, west Bengal and Orissa, it was
mentioned recently in news dailies that, reliance retail is moving out stocking. Reliance retail
has decided to minimize its exposure in 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, wellness and auto accessories, with food accounting for the bulk of the business.
The company may not stock fruit and vegetables in some states, Orissa being one of them.
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 robust supply chain. This is quite different from what the firm had
originally planned. when the first reliance fresh store opened in Hyderabad last October, not
only did the company said the store’s main focus would be fresh produce like fruits and
vegetables at a much lower price, but also spoke at length about its “farm-to-fork’’ theory.
The idea the company spoke about was to source from farmers and sell directly to the
consumer removing middlemen out of the way.

7. Unit: - 2 Research methodology
2.1 Research objective
 To study consumer buying behaviour reliance fresh customer of Bikaner.
 To know about the consumer awareness towards reliance fresh.
2.2 Research designing
2.2.1 Sample design
 Random sampling
2.2.2 Sample size
 30 respondents has selected as sample size for research
2.2.3 Sample units
 Individual
 40k-50k personal income
2.2.4 Area of data collection
 Bikaner customer/ consumer
2.3 Mode of data collection
 Questionnaire
 Through google forms
 Personal interview
 Scheduling

8. Unit: - 3 Company detail

9. Analysis
Understanding the buying behavior of reliance fresh consumers
purchase decision making pattern that is a complex amalgam of needs and desires, and is
influenced by factors such as the consumer's (1) societal role (parent, spouse, worker, etc.), (2)
social and cultural environment and norms, and (3) aspirations and inhibitions.
Buying behaviour is in the advertising, marketing, & sales and purchasing & procurement subjects.
buying behaviour appears in the definitions of the following terms: marketing research,
advertisement (ad), acorn, economic environment, activities, interests, opinions (aio) and
consumer research.
Buying behaviour appears in these other term: consumer buying behaviour.
Model of buying behavior
when I have analyzed the model of buying behavior finding that people of Bikanerare influenced
by the marketing stimuli (4 p’s) people are focused on price rather than product, place and
promotion, other factor which influenced people is the technological advancement.
marketing other buyer’s buyer’s buyer’s
stimuli stimuli characteristics decision decision
process
product economic cultural
problem
recognition product choice
price
technologi
cal social
information
search brand choice
place political personal evaluation dealer choice
promotion cultural psychological decision purchase timing
post purchase purchase amount
behaviour

10. cultural social
personal
culture
reference
groups psychological
cycle stage motivation
subculture family economic perception
circumstances learning
life style
beliefs and
attitudes
buyer
roles and
statuses
personality
and
social class self-concept
Reference groups can have potent influence on behavior in general, and they may also be very
influential on consumer behavior, considering the ‘consumer goods segment’. Family and friends
in specific are considered before making a decision about purchasing a product. But their purchase
decision depends completely on self-opinion.
Where reference groups’ influence is operative, the advertiser should stress not only the people
who buy the product but also those who influenced the purchasing decision.
The process may be viewed as starting when the consumer engages in problem recognition.
Problem recognition occurs when the consumer is activated by awareness of a sufficient difference
between his / her concept of ideal situation. The action occurs only when the consumer perceives
a sufficiently large discrepancy between the actual and ideal states.
Given that the consumer is aroused to action, the next state is internal search for a quick and
largely unconscious review of memory for stored information and of an experience regarding the
problem. This information in the form of beliefs and attitude influence the consumer’s preference
towards band. if an internal search does not provide sufficient information about products, or
how to evaluate them, the consumer continues with a more involved external search for
information.
Any information stimuli are then subjected to information processing activities. This process
involves allocating attention to available stimuli, deriving meaning from these stimuli. The
alternating evaluation phase involves comparing the information gained in the search process for
alternative product and brands to the product judging criteria on standards the consumer has
developed. When such a comparison leads to favorable evaluations, the consumer is likely to
develop a purchase intention towards that alternative that received the most favorable evaluation.
A purchase process follows strong purchasing intentions. This involves a series of selection,
including the type of retail outlet as well the specific brand on service to use. The consumer’s
purchase then leads to various outcomes. One such outcome is satisfaction as a result of direct

11. experience in using the brands. Satisfaction will affect the consumer’s belief about the brand. Other
outcome is dissatisfaction and post-sale doubt.
Finding’s
 Majority of customers here is female.
 Majority of customers are young.
 Majority customers like to purchase all goods from reliance fresh.
 Customers like one stops shopping.
 Local market till today is the first choice of customer.
 Advertisement is the biggest way to attracting the customer.
 Promotion scheme not so easy to understand for customer.
 Most of customer is not fully satisfied with store.
 Tele phone is the best way for attracting the customer.
 Shortages of skilled workers.

12. Interpretation
1.Name’s : -
2.AGE: -
Most of the respondents are young. As graph shows.

13. 3. Gender
Most of respondent are girls. More than 50 % girls are buying product from reliance fresh.
4. Personal income
Most of respondent don’t have income but they are purchasing thing on parents demands and
they are shopping with their parent’s income.
5. Shopping time
Most of the respondent are shopping at weekly basis. As pie chart shows.

14. 6. Shopping store
Most of respondent like to shopping from reliance fresh .(40%)
7. Recommend to other people
Most of respondent rated 8 point means they will recommend reliance fresh to buy grocery item and all.

15. Conclusion
As per research I got the result there are 40% people purchasing thing’s from reliance fresh. Some of
them told me that they are purchasing thing only reason is one stop shop.
They think that they are getting good’s as cheaper rate from local market.
Suggestion’s
1- More promotion scheme should be used to penetrate the market.
2- Skilled employees should be higher because mostly customers are young.
3- Promotion scheme should in such way that customer can understand easily.
4- Service of store should be providing in such way which full the need of the customer.

16. Appendix