The document presents a study on customer satisfaction with the product range availability at Reliance Fresh stores. It discusses the retail industry overview and history. It also provides an overview of Reliance Fresh, including its history and performance. The study aims to determine if customers are satisfied with the fruits and vegetables available and examines customer perceptions of brands for rice, hair conditioners and blended spices. A survey was conducted with 150 respondents and results showed that most customers were satisfied with the product range overall and found the variety of fruits and vegetables to be good.

1. A Study
On
“A CUSTOMER SATISFACTION FOR AVAILBILITY OF PRODUCTS
RANGE”
AT
“RELIANCE FRESH”
Presented To:
Marwadi Education Foundation’s Group of Institutions
MBA Program
Affiliated to Gujrat Technological University
Ahmedabad
July 2016
Under the guidance of:
Faculty Guide: Company Guide:
Prof. Jitendra Patoliya Mr. Nilesh Chauhan
Assistance Professor Store manager
Prepared By:
Dhara Mehta
Enrolment No.: 157340592127
MBA Semester III

2. 1.Retail Industry Overview
• About Retail Industry
• History of retail industry
o Local culture – the Corner Store: 1900s
o Mass modernization culture – Department store: 1900 – 1940
o Suburban culture – Mall: 1950s - 1970s
o Consolidation culture – Big Box stores: 1970 – 1990
o Digital culture – E-commerce: 1990 – 2013
• Growth and Development
• Performance and other statistical data
2

3. 3
• Market players in the industry
3

4. 2.Company Overview
• History of Reliance Fresh
• Growth and Development
• Performance and other key performing data
• Service overview
• Product Overview
4

5. SWOT Analysis
• Strength
o First into enter into this unorganized sector of vegetables and
fruits.
o Its intentions to have 100% farm fresh foods in their new retail
stores.
o Using this strategy they are positioning themselves different from
other players of the industries like Food word, Big Bazaar.
• Weakness
o This is definitely an interesting business venture but it may miss
out on the opportunity to capture a greater share of the customer’s
wallet.
o For customers, too, this could be irritating, as they would have to
visit another store to pick up essentials.

6. • Opportunities
o Reliance wants to build a high-profitability business and
food is, perhaps, the best venture to start.
o That is because the Indian food supply chain is
completely inefficient. There are several intermediaries,
each of whom adds his own profit margin to the cost.
o To reduce the cost and increase the profit it has been
sourcing out its requirements from the farmers.
• Threats:
o This model is engineered to clock a faster turnover of
inventory – Reliance expects consumers to visit the store
at least twice a week for their top-up groceries.
o Each store will have an investment of Rs50 lakh to Rs60
lakh.
o Unlike global retailers who operate on thin margins,
Reliance Retail is looking at a fairly high-margin
business model.

7. 3.Introduction of the study
• Background of the study
• The research work has conducted on the topic of “Customer
satisfaction for the availability of product range at reliance
fresh”. The store in which I was doing my internship in that to
know whether the customer are satisfied with the product range
or they want more variety of products out of available product.
• Thus this study was conducted on the following basis:
• Customer Satisfaction
• Product range available at Reliance Fresh

8. • Review of literature
o (U. Dineshkumar, 2012)
 Customers’ Satisfaction towards Organized Retail Outlets in Erode City.
The study was aims to investigate customer satisfaction in the organized retail outlets
in Erode city of Tamil Nadu state in India. The objectives are to identify the
determinants of customer satisfaction in the organized retail outlets in Erode city, to
identify the attitude and behavior of the customers those who are purchasing in
organized retail outlets, and to study about the future prospects of organized retail
outlets in the city. Customer satisfaction is a significant subject for most marketers.
• (Bedia, January 2012)
 A STUDY OF CUSTOMER SATISFACTION FROM ORGANIZED RETAILING (WITH
REFRENCEOF INDORE CITY).
o Organized retailing is gradually inching its way and becoming the next boom
industry. The organized retailing sector in India has undergone significant
transformation in the last decade. Customer satisfaction is a complex phenomenon
for marketers as well as researchers. The purchases of goods or services consist of a
number of factors that could affect purchase decision. The objectives of the present
study were to analyze the customer satisfaction in shopping malls with respect to
product, price, place and promotion in Indore city and to study the variations in
customer satisfaction due to different demographic variables.

9. o (Dr. Khyser Mohd)
 A STUDY ON CUSTOMER SATISFACTION AT RELIANCE FRESH
The goal of this study is to find out the company customers’ level
of satisfaction and how satisfied the customers are with the
service of the enterprise. Another goal is to find out if customers
are dissatisfied with something, why and what kind of
improvement suggestions they have. Therefore the goal is to
identify areas that still need to be improved so that those areas
can be further developed.

10. • Statement of problem
o Whether customers are satisfied with product choice ( Range)
available at Reliance Fresh ?
• Objectives of the study
 Primary objective:
 To find out customer satisfaction towards, availability of product
range at Reliance Fresh
 Secondary objective:
 To find out customer viewpoint for fruits and vegetables range
available at reliance fresh.
 To understand customer perception about brand for rice, hair
conditioner, blended spices, etc.
 To learn about if new mobile phone and sim card of Reliance,
will it work if it will be available at Reliance Fresh.

11. 4.Research Methodology
Research design Descriptive research
Sample size 150 respondents
Sampling procedure Simple random technique
Sources of data collection oPrimary data
oSecondary data
Data collection instrument oStructured questionnaire
oObservation
oPersonal interview

12. 5.Analysis and
interpretation of data

13. • How often you visit Reliance Fresh?
Sr. No Particular No. of Res.
1. Daily 10
2. Weekly 67
3. Twice a week 24
4. Monthly 21
5 Twice a month 24
6. First time 4
Daily , 10
Weekly, 67
Twice a week,
24
Monthly, 21
Twice a
month, 24
First Time, 4
DAILY WEEKLY TWICE A WEEK MONTHLY TWICE A MONTH FIRST TIME
Analysis:
From the above mentioned graph we can analyze that out of 150
respondents, 67 respondents are visiting store on weekly basis, then 24 twice
a week and twice a month, 21 monthly, 10 daily and 4 for the first time.

14. • What kind of product you generally prefer to purchase from
Reliance Fresh?
Sr. No. Particular Preference of
customer
1. Fruits & vegetables 139
2. Dairy 101
3. Beverage 93
4. Confectionary and snacks 92
5. Staples 70
6. Processed Food 66
7. General Merchandising 83
8. Non food FMCG 75
139
101
93
92
70
66
89
75
Sales
Analysis:
From the above mentioned graph we can analyze that out of 150 respondents,
they mostly purchase fruits and vegetables i.e. 92.67% on the other hand they
prefer to purchase Processed Food very less i.e. only 44%.

15. • How do you find the range of availability of
fruits and vegetables at reliance fresh?
Sr. No. Particular Preference of customer
1. Very Good 32
2. Good 90
3. Average 26
4. Poor 1
5. Very Poor 1
very Good, 32
Good, 90
Average, 26
Poor, 1
Very poor, 1
VERY GOOD GOOD AVERAGE POOR VERY POOR
Prefrence of Customer Column1
Analysis:
From the above findings we can conclude that out of 150 respondents, 60%
of customers are finds the range of availability of fruits and vegetables is
Good.

16. • Do you Purchase tea?
Sr. No. Particular Preference of
Customers
1. Yes 93
2. No 57
YES, 93
No, 57
YES NO
Analysis:
From the above pie chart we can say that 62% of customers are preferring to
purchase tea from reliance fresh and 38% are not.
 If yes then do you find all the variety of tea you want?
Analysis:
From the above question answer same finding are found that all the 93 customers
are found the variety of tea they want.

17. • Do you purchase rice?
Sr. No. Particular Preference of
Customer
1. Yes 70
2. No 80
Yes, 70
No, 80
YES NO
Sales
Analysis:
From the above findings we can conclude that customers generally do not
purchase rice from Reliance fresh as 80 respondents out of 150 said No
for purchasing rice.

18. • Which brand you prefer in rice?
Sr. No. Particular Preference of
customers
1. Good Life 9
2. Reliance select 7
3. Fortune 6
4. India gate 22
5. Dawat 48
6. Kohinoor 17
7. Best 3
8. Patanjali 2
9. 24 Mantra
organic
1
10. Elina 3
11. Amira 1
12. Other 31
9 7
6
11
48
17
3
2 1 3 1
31
Prefrence of customer
Analysis:
From the above graph we can say that customer generally prefer Dawat rice
and on the other hand none of the customer preferred Eliana.

19. • Which brand of hair conditioner you prefer?
Sr. No. Particular Preference of
customer
1. Dove 26
2. L’oreal 29
3. Garnier 10
4. Patanjali 5
5. Sun silk 12
6. Head n
Shoulder
7
7. Tresemme 12
8. Clinic Plus 6
9. Pantene 5
10. Other 5
26
29
10
5
12
7
12
6
5 5
Analysis:
From the above chart we can see that customers out of 117 respondents, 29
customer prefer hair conditioner of L’oreal brand and 33 respondents are
those who do not use hair conditioner.

20. • Which brand you prefer for blended spices?
Sr. No. Particular Preference of
customer
1. Good life 7
2. Ramdev 55
3. Everest 75
4. Hathi 0
5. Kitchen
Express
7
6. Ganesh 0
7. Other 37
7
55
75
0
7
0
37
GOOD LIFE RAMDEV EVEREST HATHI KITCHEN
EXPRESS
GANESH OTHER
Sales
Analysis:
In blended spices the preference of customer is Everest brand’s
blended spices. Then on the second preference they prefers Ramdev
brand’s blended spices

21. • Are you satisfied with the product range available
at reliance fresh?
Sr. No. Particular Preference of
customers
1. Extremely
satisfied
27
2. Satisfied 107
3. Moderate 14
4. Dissatisfied 2
5. Extremely
dissatisfied
0
27
107
14
2 0
EXTREMELY
SATISFIED
SATISFIED MODREATE DISSATISFIED EXTREMELY
DISSATISFIEDSales
Analysis:
From the above graph we can conclude that from 150 respondents 107
respondents i.e. 71% of customers are satisfied with the product range
available at Reliance Fresh.

22. • Are you interested to purchase mobile phone and
sim card if it is available at reliance fresh?
Sr. No. Particular Preference of
customers
1. Yes 19
2. Somewhat 29
3. No 102
19
29
102
YES SOMEWHAT NO
Analysis:
From the above chart we can conclude that out of 150 respondents 19 are
not interested to purchase mobile phone and sim card from Reliance fresh.

23. 6.Results and findings
23

24. • Customers at Safal Pegasus they generally prefer to visit Reliance
Fresh on weekly basis.
• They are generally prefer to purchase fruits and vegetables the most.
• Customers found the find the range of availability of fruits and
vegetables at reliance fresh is Good.
• 62% of customers purchases tea from reliance fresh.
• And out of that 62% customers all the customers are satisfied with
the variety of tea they want.
• But on the other hand 53% of customer does not prefer to purchase
rice from Reliance Fresh.

25. • Whereas the customers are generally prefer to purchase rice of
Dawat brand.
• For hair conditioner respondents gave more preference to L'Oreal.
• From the variety of blended spices respondents gave their more
preference to Everest brand.
• For the overall product range available at reliance fresh customers
are satisfied.
• And if the new mobile phone and sim card if it will be available at
Reliance fresh customers are not much interested.

26. 7.Suggestions and conclusion
26

27. • Suggestions:
o Out of 150 customer 80 customers do not prefer to
purchase rice, thus it is require to be focused on that.
o Product range of hair conditioner should be fell up by more
brands as customers can not finding it at Reliance Fresh.
o Variety of fruits and vegetables should be increase.

28. • Conclusion
o From this research report we can conclude that overall customers
are satisfied with the product range available at Reliance Fresh.
Some the necessary changes are required in fruits and vegetable
department. And some products which are not available or out of
stock which I had shown in research findings should be kept in
stock and should be included in product range in the store.
28

29. 8. Limitations of the study
 Duration of research period was limited.
 The size of sample is infinite but I have chosen a limited area for data
collection.
 I have tried to cover opinion, but still there are chances of bias or
prejudice a test which opinion.
 The method I have adopted for research is not fully perfect and
presides.

30. 9. Scope for further research
 Study on customer satisfaction for availability of range of fruits and
vegetables at Reliance fresh.
 Study on customer satisfaction for the availability of range of rice at
Reliance fresh.
 Study on customer satisfaction for the availability of range of tea at
Reliance fresh.
 Study on customer perception for the Reliance Fresh.

31. 10. Bibliography
• Books
• SINHA, PIYUSH KUMAR and UNIYAL, DWARIKA PRASAD (2007),“Managing
Retailing”,Oxford university Press, Building Store Loyalty, Pages465-469,
Understanding shopping and Shopper, Pages 80-100, The Domain of Retailing,
Pages 1-5
• BAJAJ, CHETAN and SRIVASTAVA, NIDHI (2007),“Retail Management” Oxford
university Press, Retail Customer, Pages 200-245
• KOTLER, PHILIP (2009), “Marketing Management”, Dorling Kindersley(India) Pvt.
Ltd., Managing Retailing, Wholesaling, and Logistics, Pages 430-437
• Website:
• www.ril.com
• http://www.reliancefresh.info/information.html
• https://en.wikipedia.org/wiki/Reliance_Fresh
• https://www.bcg.com/expertise/industries/retail/default.aspx
• http://brandequity.economictimes.indiatimes.com/social-
analytics/retailers/reliance-fresh/691

32. • Journal:
• U. Dineshkumar, P. (2012). Customers’ Satisfaction towards
Organized Retail Outlets in Erode City. IOSR Journal of Business
and Management (IOSRJBM), 34-40.
• Dr. Khyser Mohd, A. R. (n.d.). A STUDY ON CUSTOMER
SATISFACTION AT RELIANCE FRESH. ELK Asia Pacific Journals
– Special Issue.
• Bedia, S. K. (January 2012). A STUDY OF CUSTOMER
SATISFACTION FROM ORGANIZED RETAILING (WITH
REFRENCEOF INDORE CITY). PIJMR.

33. Any
Questions?