Penetration of private label products

A STUDY ON THE PENETRATION OF PRIVATE LABEL PRODUCTS
AMONG THE CUSTOMERS OF RELINACE IN THE DISTRICT OF
ERNAKULAM AND THRISSUR, KERALA
An Internship Report
Submitted in Partial Fulfillment of
The Requirements for the Award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
By
Tony Augustine
Register No 1527729
Under the guidance of
Prof. Kshetragna
Institute of Management
Institute of Management
Christ University
Bengaluru
2016

2
DECLARATION
I, Tony Augustine hereby declare that the Summer Project entitled, “A study on the penetration
of private label products among the customers of Reliance in the district of Ernakulam and
Thrissur, Kerala”, in Reliance Retail, has been undertaken by me as part of my studies in the
degree of Master of Business Administration. I have completed this study under the guidance of
Prof. Kshetragna, Professor of Marketing, Institute of Management, Christ University, Bangalore
and Mr. Sreejith Damodaran, Marketing head, Kerala.
I also declare that this work has not been submitted for the award of any degree, diploma,
associate ship or fellowship or any other title in this University or any other university.
Place: Bangalore Name & Signature of the candidate
Date: Tony Augustine
Registration No: 1527729

3
CERTIFICATE
This is to certify that the Summer Internship Project submitted by Mr.TonyAugustine on the
title A study on the penetration of private label products among the customers of Reliance
in the district of Ernakulam and Thrissur, Kerala a record of project work done by him
during the academic year 2015–17 under my guidance and supervision in partial fulfillment of
Master of Business Administration. This Summer Internship Project has not been submitted for
the award of any Degree, Diploma, Associate ship or Fellowship or any other title in this
University or any other University.
Place: Bangalore (Name & Signature of the Guide)
Date : Prof. Kshetragna

4
CERTIFICATE FROM THE COMPANY

5
ACKNOWLEDGEMENT
I take this opportunity to express my gratitude and deep regards to my Corporate Mentor
Mr. Sreejith Damodaran for his exemplary guidance and constant encouragement throughout
the course of the research. The guidance given by him time to time shall carry me a long way in
the journey of life.
I am grateful to Mr. Riju Antony, Reliance Retail for his constant encouragement and support
without which it would not have been possible to complete this work.
I am obliged to staff members of Reliance Fresh for the valuable information provided by them
in their respective fields. I am grateful for their cooperation during the period of my assignment.
Finally I sincerely thank my faculty member Prof. Kshetragna, who has contributed with ideas
and improvement for the project. I am grateful for her relentless support and encouragement.
Thanking You
Tony Augustine

6
TABLE OF CONTENTS
Sl. No: Contents Pg. No:
1 Executive Summary
2 Introduction
3 Research Methodology
3.1 Statement of the problem
3.2 Problem Definition
3.3 Objectives of Internship study
3.4 Sample specifications
3.5 Data collection methods and statistical tools used
3.6 Limitations of the internship study
4 Industry profile
4.1 Organized retailing in India
4.2 Unorganized retailing in India
4.3 Growth drivers in India for Retail sector
4.4 Major formats in Retail sector
5 Company profile
5.1 Reliance Retail limited
5.2 Subsidiaries & division under Reliance retail
5.3 Reliance Fresh
5.4 Marketing in Reliance Fresh
5.5 Visual Merchandising
5.6 Organization Design and structure
5.7 Reliance retail in Kerala
6 Analysis and Interpretation
6.1 Interpretation of Thrissur
6.2 Interpretation of Ernakulam
7 Findings and Suggestions
7.1 Findings Thrissur

7
7.2 Findings Ernakulam
7.3 Comparison
7.4 Suggestions
8 Conclusion
Bibliography
Appendix

8
LIST OF TABLES
Sl. No: Table No: Tables Pg. No:
1 4.1 Formats in Retail Sector
Thrissur
2 6.2 Gender
3 6.3 Age frequencies
4 6.4 Home delivery Frequencies
5 6.5 How often visit Reliance
6 6.6 Purchase factor Frequencies
7 6.7 Private label product purchase
8 6.8 Perception of Reliance Products
9 6.9 How came to know about Reliance Products
10 6.10 Period of using Reliance products
11 6.11 Reasons for using Reliance products
12 6.12 Experience Factors in Reliance Products
13 6.13 Categories aware Frequencies
14 6.14 Categories purchase frequencies
15 6.15 If bill for 1000, amount for Reliance products
16 6.16 Reliance to reconsider and improve
17 6.17 Prefer to buy Reliance products
18 6.18 Age and Home delivery
19 6.19 Age and Categories aware
20 6.20 Age and Categories purchase
Ernakulam
21 6.21 Gender
25 6.25 Purchase factor Frequencies

9
26 6.26 Private label product purchase
27 6.27 Perception of Reliance Products
28 6.28 How came to know about Reliance Products
31 6.31 Experience Factors in Reliance Products
32 6.32 Categories aware Frequencies
34 6.34 If bill for 1000, amount for Reliance products
37 6.37 Age and Home delivery
38 6.38 Age and Categories aware
39 6.39 Age and Categories purchase
40 6.40 Comparison

10
LIST OF FIGURES/CHARTS
Sl. No: Fig. No: Figures Pg. No:
Thrissur
1 6.1 Gender
5 6.5 Purchase factor frequencies
6 6.6 Private label Product purchase
7 6.7 How came to Know about Reliance
10 6.10 Categories aware frequencies
12 6.12 If bill is for 1000, amount for Reliance products
Ernakulam
15 6.15 Gender
19 6.19 Purchase factor frequencies
20 6.20 Private label Product purchase
21 6.21 How came to Know about Reliance
24 6.24 Categories aware frequencies

11
26 6.26 If bill is for 1000, amount for Reliance products

12
EXECUTIVE SUMMARY
The Internship was performed in Reliance Fresh at Kochi and Thrissur districts of Kerala
during the months of April and May. Here the main problem that has to be analyzed was the
market penetration of the private label products among the customers of Reliance in Ernakulam
and Thrissur districts of Kerala. The main objectives included were to study the factors that led
to the purchase of these products along with the perception of the customers towards this private
brand. The whole project was conducted in such a manner that the customers were enquired
about the various brands of Reliance through surveys. The various categories of products
included those related to home care, dish care, eatables, staples, kitchen foods etc.
The main method followed was individual questionnaire administration to the customers
so as to understand the knowledge about these products and their penetration in the market. The
survey gave detailed insights about how well the brand is known within the different customers
in these two districts. The research was conducted in a sample of 200 respondents and a simple
random sampling was used for the same. The obtained data was analyzed through SPSS and the
insights were obtained on different angles on the basis of the various factors that influenced the
purchase. Some of these included analyzing which age group was aware about the brand and
who all purchased the products along with the trends in the purchase. This enabled to understand
who purchased which product and who all were aware about the same.
The final analysis was done on a comparison basis of the two districts. This also provided data
on where the company has to concentrate more in order to increase the sales. This also gave an
idea about how and where different strategies have to be employed so that the company can get a
better hold on the market. The final analysis suggested introducing a home deliver mobile
application along with providing personalized solutions from the customer support staff. These
were provided along with various other suggestions.

14
INTRODUCTION
Private label brands are those products provided by a company for offers under another
company's brand. Today private label FMCG brands are the major part of what organized
retailing is all about, providing rich user experience and slowly gaining market shares throughout
the years. Some of the major players in Organized retail sector who has their own Private label
brands are Reliance fresh, Lulu Hypermarket, Big Bazar, More, Metro Cash and carry, etc..
However, the growth in the organized retail sector is not as bright as it is supposed to be.
Considering organized retail is only 8% (approximately) of the retail market. There are a number
of issues plaguing the players in this sector.
I came face to face across this real time issues while I was working in one of the major private
label manufacturing organized retail player, Reliance retail. This summer internship is aims to
find out the root cause of some these issues faced by the organization and an earnest attempt by
myself to come out with possible solutions for this issues which might help Reliance to achieve a
deeper penetration into the private label manufacturing retail segment. Thus gain more visibility,
thereby leading to greater market share.

15
CHAPTER 2
REVIEW OF LITERATURE

16
LITERATURE REVIEW
Private Label brands are a win-win answer for retailers and clients in the present retail market
structure. While retailers expect better dealing power with their sellers, better edges and control
over their stock blend, customers get a more extensive variety, better quality and great costs for
the items. Private label share in India is 7% but it is very high in Europe as 40%. Private label
brands are named as store brands or own brands or retailer brands. (The Growth of Private
Labels in India, 2014)
Private label brands are no less than 25-30% less expensive than national brands. Private label
items are those manufactured or gave by an organization under another organization's image.
These are advertised and promoted inside the store and are never sold outside. They have made
new names as well as have modified and restricted those items to suit Indian tastes. (Pani, 2013)
A convenience store is commonly well located, food oriented retailer that is open extend periods
of time and sells a moderate number of items. The convenience stores reason of preference is its
value when a customer wouldn't like to travel long hours. Many customers shop there numerous
times each week and the scope of exchange will be little. Convenience stores are called as
neighborhood stores with moderate promotions. (Berman, Evans, & Mathur, 2010)
A private label brand in the food sector was started after the Civil war. Main reasons for the
private label success are (a) Quality (b) Price discount (c) Promotion intensity (d) Number of
national manufactures in this category. Consumers are likely to adjust quality for a lower price
and thus help private brands to achieve more shares. (Hoch & Banerji, 1993)

17
Buying decision process has five stages and they are (a) Problem recognition (b) information
Search (c) Evaluation of alternatives (d) Purchase decision (e) Post purchase behavior. Market
penetration is the market share of products in current market with existing products. To increase
market penetration we must concentrate more on new customers who has never used it and also
the customers who are aware but not using it. Market penetration method is to increase sales by
reducing the price in a price sensitive market. (Kotler, Keller, Koshy, & Jha, 1994)
Private labels additionally help in eliminating middle people - and in this way dropping expense
which implies better edges for retailers. Since private names are sourced straightforwardly from
producers, retailers are at freedom to give special discounts to purchasers. The benefits earned
from private labels are almost double than those from the third - party brands. Private Labels
generally offer clients value for cash and expand the general value competitiveness of the chain.
Private brands are slowly getting to be legend in the huge Indian retail industry. (Coutinho &
Banerjee, 2007)
The Rule of Seven is an old advertising saying. It says that a customer needs to see or hear your
showcasing message no less than seven times before they make a move and purchase from you.
Marketing must be an on-going procedure with the end goal it should be successful. It takes time
for a customer to remember your product and trust your product, so continuous promotions are
needed. So that the customer will remember it today, tomorrow or at the time of need. (Stenberg,
201)
Price is an essential driver of procurement expectation among 70% of worldwide respondents,
yet quality is important, as well. Most of the customers trust private brands because they believe
it offer to a great degree worth for money. Commitment to advancement and promotion and
other marketing methods are compelling procedures for keeping up and developing market share
of private brands. Successful store brands are ones that put resources into brand administration
exercises and they assemble brand value by giving worth, standard and premium offerings for
customers at all value focuses (Nielson, 2014)
The best method to increase the market penetration of the product is to reduce the price of the
product so it became quite famous among the customers and people tend to purchase it. During
such a situation we have to be careful because it also reduces our margin of profit. Pull strategy

18
helps to increase the penetration by increasing the promotions. One of the other methods to
increase the penetration of the product is to attract the customers who use our competitive
products and also to attract who are not using our products. Market penetration methods for
different products should be different. (Bhasin, 2013)
Penetration is the measure of popularity of a product or service. Penetration of a product can be
understood by dividing customers who are purchasing a product by the total population. Brand
penetration can be calculated by diving customers purchasing of a particular by total population.
Brand penetration can be increased by increasing the brand awareness indirectly which results in
the increase in sales. Penetration can be also calculated by checking the purchasing behavior of
customers. (Reibstein & Bendle, 2006)
Market penetration is the biggest job of marketing because market penetration includes creating
awareness about the product, services they provide and the brand itself. It helps us to understand
our defects and helps in the innovation and helps to make changes. One of the biggest
advantages of market penetration is that it can be calculated and measured. (Donova, 2015)
Eight out of ten customers now days use computer or tablet or smartphones or in store
technologies while shopping. (Retail trends and predictions, 2016)
The few different way to know penetration of a product is to check the awareness about the
product and also to check whether he purchase those products, how much he spends in
purchasing those products and how frequent. (Naik, 2013)

20
RESEARCH METHODOLOGY
3.1: Statement of the Problem
The statement of the problem as discussed and defined by the corporate mentor which also
served as the title for the corporate report was as follows:
“A study on the penetration of private label products among the customers of reliance in the
districts of Ernakulam and Thrissur, Kerala”
3.2: Problem Definition
The declining sale of the Reliance private label products, therefore creating reduced market
visibility and revenue.
3.3: Objectives of the Internship study
 To study the depth of penetration of private label products in the basis of sales and
awareness.
 To study the level of awareness about private label brands.

21
 To identify the factors which lead to purchase decisions.
 To study the perception of customers towards private label brands.
 Comparison of various parameters across the two districts.
3.4: Sample Specifications
Sample Size: 200 Customers
Sampling Techniques Used: Simple Random Sampling
Sampling Area: Ernakulam and Thrissur districts, Kerala
3.5: Data CollectionMethod & StatisticalTools Used
The primary data for the purpose of this internship was collected by visiting the different
Reliance fresh retail stores in Ernakulam and Thrissur districts,Kerala. Therein the interaction
with the customers visiting Reliance fresh stores was through a one-to-one interview technique
to gather consumer insights. In case of interacting with the consumers it was mainly done with
the help of a questionnaire that was approved by the corporate mentor.
In case of gathering secondary data that could be used to understand more about private label
brands and penetration of products, news reports from the internet as well as summaries of the
international research reports, company manuals were used.
The tools that were used for the statistical analysis of the data gathered were primarily Microsoft
Excel as well as IBM SPSS Version 22. The statistical techniques that I used were as follows:
 Frequency Analysis
 Cross Tabulation
3.6: Limitations of the Internship Study
 The sample size was 100 for each district.
 Some customers were not interested to answer the questionnaire due to lack of time
 The area of study was limited to few stores; hence the result cannot be generalized.

23
CHAPTER 4
Industry PROFILE
INDUSTRY PROFILE
Retailing is a distribution channel function where one organization buys products from supplying
firms or manufactures the product themselves, and then sells these directly to consumers. A
retailer is a reseller from which a consumer purchases products. In the majority of retail
situations, the organization from which a consumer makes purchases is a reseller of products
obtained from others and not the product manufacturer. Retail involves the process of selling
consumer goods or services to customers through multiple channels of distribution to earn a
profit.

24
The Indian retail industry is divided into organized and unorganized sectors. Organized retailing
refers to trading activities undertaken by licensed retailers, that is, those who are registered for
sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains,
and also the privately owned large retail businesses. Unorganized retailing, on the other hand,
refers to the traditional formats of low-cost retailing, for example, the local kirana shops, owner
manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors.
4.1 Organized retailing in India:
Organized retail or modern retail is usually chain stores, all owned or franchised by a central
entity, or a single store that is larger than some cut-off point. The relative uniformity and
standardization of retailing is the key attribute of modern retail. The size of each unit can be
small so that a chain of convenience stores is modern retail. A single large department store is
also modern retail.
The organized retailing refers to the trading activities undertaken by licensed retailers that are
those who registered themselves for sales tax, income tax, etc. These include the corporate –
backed hypermarkets and retail chains and also the privately owned large businesses. The
various forms of organized retail are :
a) Hypermarkets: They store products of multiple brands comprising food items and non-food
items.
b) Supermarkets: These are self-service stores selling food and personal care products.
Example: Subhiksha
c) Departmental Stores: Retails branded goods in non-food categories. Example: Shoppers stop.
d) Specialty Chains: These focus on branded product or product category.
Example: Bata Stores.
e) Malls: A huge enclosure which has different retail formats. Example: Pantaloons Retail.
Organized retailing is based on the principle of unity and unorganized retailing is based on the
principle of singularity.

25
4.2 Unorganized retailing in India:
The unorganized retail is also in existence with the large size and it is highly fragmented and
unorganized, with the huge number of retail densities worldwide. Unorganized retailing as an
outlet runs locally by the owner or caretaker of a shop that lacks technical and accounting
standardization. The supply chain and sourcing are also done locally to meet local needs. Its
organized counterpart may not obtain its supplies from local sources. The major difference
between organized and unorganized retailing lies in its number (chain) of store operations.
4.3 Growth drivers in India for retail sector:
 Rising incomes and improvements in infrastructure are enlarging consumer markets and
accelerating the convergence of consumer tastes.
 Liberalization of the Indian economy.
 Increase in spending Per capita Income.
 Advent of dual income families also helps in the growth of retail sector.
 Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc.
 Consumer preference for shopping in new environs.
 The Internet revolution is making the Indian consumer more accessible to the growing
influences of domestic and foreign retail chains
 Availability of quality real estate and mall management practices.
 Foreign company’s attraction to India is the billion-plus population.
4.4 Major formats in retail sector:
Table: 4.1: Formats in retail sector
Format Description The Value Proposition
Branded Stores
Exclusive showrooms either owned or franchised out
by a manufacturer.
Complete range available for a
given brand, certified product
quality
Specialty Stores Focus on a specific consumer need, carry most of the
Greater choice to the
consumer, comparison between

26
brands available brands is possible
Department
Stores
Large stores having a wide variety of products,
organized into different departments such as clothing,
house wares, furniture, appliances, toys, etc.
One stop shop catering to
varied/ consumer needs.
Supermarkets Extremely large self-service retail outlets
One stop shop catering to
varied consumer needs
Discount Stores
Stores offering discounts on the retail price through
selling high volumes and reaping economies of scale
Low Prices
Hyper- mart
Larger than a supermarket, sometimes with a
warehouse appearance, generally located in quieter
parts of the city
Low prices, vast choice
available including services
such as cafeterias.
Convenience
stores
Small self-service formats located in crowded urban
areas.
Convenient location and
extended operating hours.
Shopping Malls
An enclosure having different formats of in-store
retailers, all under one roof.
Variety of shops available to
each other.

27
CHAPTER 5
COMPANY PROFILE
COMPANY PROFILE
5.1 Reliance Retail Limited:

28
Reliance Retail is the retail initiative of the group and an epicenter of our consumer facing
businesses. It has in a short time forged strong and enduring bonds with millions of consumers
by providing them unlimited choice, outstanding value proposition, superior quality and
unmatched experience across all its retail stores.
Since its inception in 2006, Reliance Retail has grown to cater to millions of customers, and
thousands of farmers and vendors. Reliance Retail serves over 2.5 million customers every week,
and its loyalty program, Reliance One, has the patronage of more than 6.75 million customers.
Our nationwide network of retail outlets delivers a world-class shopping environment and
unmatched customer experience powered by our state-of-the-art technology and seamless
supply-chain infrastructure.
Reliance Retail has adopted a multi-format strategy and operates convenience stores,
supermarkets, hypermarkets, and wholesale cash & carries stores and specialty stores and has
democratized access to all types of products and services across all segments for all Indian
consumers.
Reliance Retail has achieved the distinction of being the largest retailer in the country with core
format sectors attaining market leadership in their respective categories. Reliance Retail’s
commitment to bettering lives has been embodied in its pursuit to make a difference on social
socio-economic issues in India. The initiative has brought millions of farmers and small
producers to the forefront of the retail revolution by partnering with them for growth.
Deep insight into India’s economic, cultural and consumption diversity drives Reliance Retail’s
vision in the retail universe. The operating model is based on customer centricity, while
leveraging common centers of excellence in technology, business processes and supply chain.
More importantly, it has built a strong and unwavering foundation through its extraordinary
people.
Reliance Retail operates 1,723 stores across India with over 11 million square feet of retail space
and is growing rapidly. The flagship company, reliance industries limited, is a fortune global 500
company and is the largest private sector company in India. Backward vertical integration has
been the cornerstone of the evaluation and growth of reliance. Reliance enjoys global leadership
in its business. The group export products in excess of USD 15 billion to more than 100

29
countries in the world. There are more than 25000 employees on the rolls of group companies.
Major group companies are reliance industries limited (including main subsidiaries reliance
petroleum limited and reliance retail limited) and reliance industries infrastructure limited.
Vision of Reliance is to generate growth and prosperity for farmers, vendor partners, small
shopkeepers and consumers. Reliance Retail Limited (RRL), a subsidiary of Reliance Industries
Limited was set up to lead reliance group’s foray into organized retail. Since its inception in
2006, reliance retail limited (RRL) has grown into an organization that caters to customers,
thousands of farmers and vendors. Based on its core growth strategy of background integration
RRL has made rapid progress toward building an entire value chain starting from the farmers to
the end consumers.
5.2 Subsidiaries and division under reliance retail:
 Reliance fresh retail outlets for fruits vegetable and groceries
 Reliance digital for consumer electronic retail store
 Reliance jewel for jewelry
 Reliance time out lifestyles store for boots, music, movies, toys, gaming, fragrance,
stationery
 Reliance trend apparel for clothing
5.3 Reliance Fresh:
Reliance Fresh Stores is the Mukesh Ambani led agri-retail venture of legendary India business
conglomerate - Reliance Industries Ltd. Reliance Fresh Stores retails food products like fresh
vegetables, fresh fruits, groceries, dairy products, breads, fruit juice and staples. The 25000 crore
Reliance Fresh Stores is the newly formed agri-retail venture of Reliance Industries Ltd. Mukesh
Ambani led Reliance Fresh Stores started its operation in the year 2006. Reliance Fresh Stores or
`Reliance Fresh' outlets sell high quality and competitively priced vegetables and fruits through
these retail counters. The size of these agri-retail outlets of Reliance varies from 1,500 sq. ft. to
3,000 sq. ft.
The Reliance industries limited Chairman and Managing Director, Mr.Mukesh Ambani,
envisages extending the presence of Reliance Fresh Stores to 784 cities and 6,000 towns in India.

30
The company aims to open such agri-retail outlets for every 3,000 families in India, i.e. one store
within a radius of every 2 km. These retail outlets of Reliance will be a mix of company-owned
and franchisees. Important Indian cities would have larger versions of the retail store than the tier
II cities of India. The main USP of Reliance Fresh Stores is to provide international class
shopping environment with latest technology, a seamless supply chain management coupled with
value added services and ultimate customer satisfaction.
5.4 Marketing in reliance fresh store:
1. Stacking of products according to the planogram. Planogram is to be changed In between
to understand the mindset of customers.
The display of products is done through different categories for:
a. Staples
b. Salt and Spices
c. Detergent and Dish wash
d. Home care
e. Flours and Pulses
f. Personal Care
g. Snacks and Tea & Coffee
h. Noodles and Ketchups
 Store layout:
The store layout is divided into fruits and vegetables, FMCG and Non FMCG. Frozen items are
placed as a separate category.
 Shelf presentation:
a. The shelf presentation has a significant effect on sales
b. The facing of products are done through separate shelves.
c. Top shelves influences customer by focusing at the eye level. The product which has more
sales is provided more space in the shelves.
2. Chocolates and Ice creams are placed at bill counters, to attract the children while waiting
for the bill.

31
3. Promotions are done through:
 POP’s
 Leaflets
 Banners
 SMS
 Emails
 Floor advertising
 Customer Support Associates
4. There are different promotion mechanisms and they are:
 Hot Offer
 Save
 Compare and Save
 Buy 2 Get 1 Free
 Buy 1 Get 1 Free
 Star of The week
 Product of the day
 Combo Offers
 Jackpot Sales
 Power Pricing
Store operations are basically front end operations it includes allocation of foods and customer
services and sale of goods. The store environment which can be translated into the stores
physical characteristics such as layout, signs and display, lighting effects, pleasing music, visual
merchandising etc. Together all this can have positive influence in drawing customers to the
store and creating the right appeal and image of the store in the customers mind.
5.5 Visual merchandising:
In Reliance Fresh, They are using many elements of visual merchandising for promotional
activities and attract the potential customers. Elements of Visual merchandising are:

32
1) Below the Line: These are the activities or the internal elements carried inside the store.
 Point of Purchase- The point of purchase is used to communicate the promotions
the help of “Shelf – talkers”. Shelf-talkers are a mode of communication at the
shelf where the products are displayed.
 Danglers- Danglers are the effective tool for visibility hanged down from the
ceilings which doesn’t cover the products displayed in the shelf.
 Wobblers-Wobblers can be hanged on the doors, shelf or stacked on the wall
which helps to spread the message across in and around the premises.
 Focal point display- It is eye catching tool which helps customers in identifying
the specific product and services when they enter the store.
 Standee- Standees are made up of flex banners which are usually used to display
the current offers and are generally displayed in the entrance of the outlet.
 Data Strip – These are the attractive merchandise element pasted on shelves or
located in each bay displaying the price and offer details of the particular product.
 Bin wraps-Bin wraps are the racks usually used to promote certain products and
to attract more customers.
 Gondola-The shelves present in the store which are used to display the products to
the customers.
 Tent cards-Tent cards are used for advertising. A tent card is imprinted and folded
so that it is readable on either side if the fold and can stand free on a table top,
counter or other part of the surface.
 End caps- End cap is one which is kept in both the ends of the shelves to attract
the customers.
 Posters- Posters are the banners used to showcase the product information. Posters
are changed according to the change in the offers.
2) Above the line: These are the activities where mass media is used to promote brands and
reach out to the target consumers.
 Newspaper advertisements-Advertisements are published in newspaper regarding
the present product offers and promotions of reliance fresh to attract more
customers.

33
 Hoardings in the store- Large banners are kept or hanged outside the store to
attract the customers.
 Radio jingle-Radio jingles are the advertisements given in the radio about the
existing offers and promotions of reliance fresh.
 Leaflets-Leaflets are distributed to every customer entering the store for creating
awareness about the current promotions and for the fourth coming promotions as
well.
5.6 Organization design and structure:
The following is the hierarchy which is followed by Reliance Fresh –
1. Chief executive officer
2. Chief Operational Officer
3. National Head
4. State Head
5. City Business Manager
6. Cluster Manager
7. Store Manager
8. Assistant Store Manager
9. Commercial Assistant
10. Customer Staff Associate
5.7. Reliance Retail in Kerala:
Reliance retail is having its office at Chandrika Chambers,Vytilla, Cochin. There are 4 clusters in
Kerala and the number of stores varies from 5 to 8 in each cluster. Each cluster is managed by a
cluster manager and the cluster manager reports to the state operations head. There are state
category managers to take care of each category and state Hr. department to take care of the
personnel. Each store has a store manager and assistant store manager. The working time of the
store is 7:00am to 10:30pm.

34
Total number of stores in Kerala:
1. Reliance fresh stores -30
2. Reliance super stores – 3
Number of clusters in Kerala:
1. Cochin
2. Cochin Upcountry
3. Trivandrum
4. Calicut
Reliance Super Stores and Reliance Mart Stores will be called as Reliance smart stores within
few months. In Kerala we don’t have Reliance Mart Stores.

35
CHAPTER 6
ANALYSIS AND INTERPRETATION
Interpretation of Thrissur findings
6.1. Consumer gender
Table 6.2:Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 39 39.0 39.0 39.0
Female 61 61.0 61.0 100.0

36
Total 100 100.0 100.0
Source: Primary Data
Fig 6.1: Gender
Observations: 39% of the respondents are male while 61% of the respondents are females.
Therefore majority of the walk in customers are women.
Interpretations: Most of the walk in customers where females because they are the homemakers
and they usually makes the household purchases.
6.2. Consumer Age Frequencies
Table 6.3:Age Frequencies
Responses Percent of
CasesN Percent
Age
Age(Below 20) 6 6.0% 6.0p%
Age(20-35) 48 48.0% 48.0%
Male
39%
Female
61%

37
Age(35-50) 22 22.0% 22.0%
Age(50&Above) 24 24.0% 24.0%
Total 100 100.0% 100.0%
Fig 6.2: Age Frequencies
Source: Primary data
Observations: 48% of the respondents belong to the age group which is between 20-35years.
24% of the respondents are aged above 50years.24% of the respondents are aged between 35-
50years.6% of the respondents belong to the age group which is below 20years.
Therefore majority of the customers visiting reliance belong to the age group between20-
35year.Customers below the age of 20years are in minority.
6.3. Customer home delivery usage
>20
6%
20-35
48%
35-50
22%
50<
24%
Table 6.4: Home Delivery Frequencies
CasesN Percent
home delivery Home delivery yes 2 2.0% 2.0%
home delivery no 26 26.0% 26.0%

38
Fig 6.3:Home Delivery Frequencies
Observations:72% of the respondent’s visiting reliance is not aware about the home delivery
services provided by reliance.26% of the customers are not willing to use home delivery
service.2% of the customers have used the home delivery service.
Therefore customers in general are not aware about the home delivery service available to them
even though it is 100% free.
Interpretations: Proper initiative is not taken by reliance fresh to promote their home delivery
system.
6.4. Customer frequency in visiting Reliance
2%
26%
72%
Yes No Not aware
home delivery not
aware
72 72.0% 72.0%
Total 100 100.0% 100.0%

39
Table 6.5:How often visit Reliance
Percent
Valid
Whenever need arises 8 8.0 8.0 8.0
Weekly Once 22 22.0 22.0 30.0
Weekly Twice 18 18.0 18.0 48.0
Monthly Twice 34 34.0 34.0 82.0
Monthly once 18 18.0 18.0 100.0
Total 100 100.0 100.0
Fig 6.4: How often visit Reliance
Observations:34% of the customers visit reliance stores twice in a month.22% of the respondents
visit reliance store weekly once.18% of the customers visit reliance store twice a week and once
in a month.8% of the respondents visit reliance store whenever the need arises.
Therefore majority of the customers are visiting reliance stores at least two times in a month.
Interpretations: Most of the customers make bulk purchases as they don’t have time to visit store
more frequently because of their hectic schedule.
6.5. Customer purchase factors
8
22
18
34
18
When need
arises
Weekly once Weekly twice Monthly twice Monthly once

40
Table 6.6:Purchase factor frequencies
CasesN Percent
purchase factor
Purchase Factor Price 88 44.0% 88.0%
Purchase Factor Quality 84 42.0% 84.0%
Purchase Factor Product
Variety
2 1.0% 2.0%
Purchase Factor Packaging 10 5.0% 10.0%
Purchase Factor Brand
Image
16 8.0% 16.0%
Total 200 100.0% 200.0%
Fig 6.5: Purchase factor frequencies
Observations: 44% of the respondents give importance to price of the product before
purchasing.42% of the respondents give importance to quality while purchasing a product.8% of
the respondents consider brand image while purchasing a product. Product variety and product
packaging are the least considered factors by respondents, which is 1% and 8% respectively.
Interpretations: Due to different product options available in the market customers give more
importance to price while purchasing a product.
6.6 Private label Product Purchase by customers
44 42
1
5
8
Price Quality Product Variety Packaging Brand image

41
Table 6.7: Private label Product Purchase
Percent
Valid
Only from reliance store 36 36.0 36.0 36.0
Only from other stores 2 2.0 2.0 38.0
Both from reliance and
other stores
34 34.0 34.0 72.0
I am not aware of Private
label products
16 16.0 16.0 88.0
I am aware but am not
ready to buy
12 12.0 12.0 100.0
Total 100 100.0 100.0
Fig 6.6: Private label Product Purchase
Observations: 36% of the respondents purchase private label brands only from reliance
stores.34% of the respondents purchase private label products both from reliance and other
stores.16% of the customers are not aware about private label products.12% of the respondents
are aware but they are not ready to buy private label products whereas the remaining 2%
purchase private label products only from other stores.
Interpretations: Due to low price and good quality people prefer to buy private label products
from Reliance stores.
6.7. Customer Perception on reliance products
Table 6.8: Perception of Reliance products
36
2
34
16
12
Only from
Reliance
Only from
other stores
Both from
reliance and
others
I am not
aware of PLP
I am aware
but not ready
to buy

42
Perception of
PLP Price
Perception of
PLP Quality
Perception of
PLP Variety
Perception of
PLP Packaging
Perception of
PLP Brand
Image
Mean 1.8571 1.1429 1.5714 1.5714 1.8571
N 14 14 14 14 14
Std. Deviation .86444 .36314 .51355 .51355 .86444
Observations: The mean response reference to price is 1.857 which indicates that customers have
a satisfactory perception towards price. The means response to quality is 1.14 which shows that
customers have very poor perception towards quality. In regards with variety the mean response
is 1.57 which show customers have poor perception towards variety. Towards packaging, the
mean score is 1.57 which show the perception towards this factor is poor. Towards brand image,
the mean score is 1.85 which shows the perception towards brand image is satisfactory.
6.8: How customers came to know about Reliance products
Table 6.9: How came to know about Reliance products
Percent
Valid
Advertisement 2 2.0 2.9 2.9
Word of mouth 16 16.0 22.9 25.7
Store display 38 38.0 54.3 80.0
Customer supportassociate 14 14.0 20.0 100.0
Total 70 70.0 100.0
Missing System 30 30.0
Total 100 100.0
Fig 6.7: How came to know about Reliance products

43
Observations: 54.3% of the respondents have mentioned that they come to know about reliance
private label products through store displays while 22.9% have mentioned that they have been
informed about such through word of mouth. 20% of the respondents are informed through
customer support associates. Only 2% of the respondents are informed through advertisement.
None of the respondents have claimed that they have been informed about reliance private label
through internet.
Interpretations: The reliance private label products are kept separately so that the customers get
more awareness about it.
6.9: Customer duration of using Reliance Products
Table 6.10: Period of using Reliance products
Percent
Valid
Less than a year 8 8.0 11.4 11.4
1year 12 12.0 17.1 28.6
2year 10 10.0 14.3 42.9
3year & above 40 40.0 57.1 100.0
Total 70 70.0 100.0
Total 100 100.0
Fig 6.8: Period of using Reliance products
2.9
22.9
54.3
20
0
Advertisement Word of mouth Store Display CSA Internet

44
Observations: 57.1% of the customers have stated that they have been using reliance private
label products for more than 3years.17.1% of the customers have stated that they have been
using private label products for the last one year.14.3%of the customers have stated that they
have been using reliance private label products for the last 2years.11.4% of the customers were
using reliance private label products for less than a year.
Interpretations: Due to good quality and low price customers are loyal towards reliance private
label brands.
6.10. Customer reasons for using reliance products
Table 6.11: Reason for using reliance products
Percent
Valid
Low competitive price 18 18.0 25.7 25.7
Good quality and trust 18 18.0 25.7 51.4
Offers 28 28.0 40.0 91.4
Availability 4 4.0 5.7 97.1
Brand 2 2.0 2.9 100.0
Total 70 70.0 100.0
Total 100 100.0
0
11.4
17.1 14.3
57.1
Not yet used >1yr 1yr 2yr 3yr<

45
Fig 6.9: Reason for using reliance products
Observations: 40% of the customers stated that attractive offers are the main reasons for using
reliance products.25.7% of the respondents informed that they are using reliance products due to
low competitive price, good quality and trust.5.7% of the respondents choose reliance products
due to its easy availability.2.9% of the customers use reliance products due to its brand image.
Therefore majority of the customers are using reliance private label products due to different
offers.
Interpretations: On the private labels brands reliance give more offers and people are always
attracted towards offers.
6.11: Customer experience factors after using reliance products
Table 6.12: Experience factors in Reliance products
Experience of
reliance(price)
Experience of
Reliance(Quality)
Experience of
Reliance(product
variety)
Experience of
Reliance(Packaging)
Experience of
reliance(Brand
Image)
Mean 2.3143 2.3429 2.2000 2.2857 1.9429
N 70 70 70 70 70
Std. Deviation .71308 .79647 .86141 .66251 .79647
Observations: The mean response reference to price is 2.31 which indicate that on purchase of
reliance private label brands, customers have an impression towards price. The means response
to quality is 3.40 which show that customers have very good experience towards quality. In
regards with variety the mean response is 3 which show customers have average impression
25.7 25.7
40
5.7 2.9
Low price Quality Offers Availability Brand

46
towards variety. Towards packaging, the mean score is 3.2 which show the impression towards
this factor is good. Towards brand image, the mean score is 2.4 which show attitude towards
brand image is poor.
6.12: Customer awareness on different private label categories
Table 6.13: Categories aware frequencies
CasesN Percent
Categories_ aware
Categories aware(personal
care)
22 4.4% 31.4%
Categories aware(detergent) 48 9.7% 68.6%
categories aware(Home
care)
56 11.3% 80.0%
categories aware(dish care) 50 10.1% 71.4%
categories aware(snacks &
juices)
8 1.6% 11.4%
Categories aware(Pulses) 52 10.5% 74.3%
Categories aware(ghee) 20 4.0% 28.6%
Categories aware(tea &
coffee)
22 4.4% 31.4%
Categories aware(noodles &
ketchups)
44 8.9% 62.9%
Categories aware(jams &
preserves)
16 3.2% 22.9%
Categories aware(rice) 44 8.9% 62.9%
Categories aware(flours) 40 8.1% 57.1%
Categories aware(spices) 54 10.9% 77.1%
Categories aware(dryfruits) 20 4.0% 28.6%
Total 496 100.0% 708.6%

47
Fig 6.10: Categories aware frequencies
Observations: 11.3% of the customers are aware about the home care category. 10.9% of
customers are aware about products under spices category.10.5% of the respondents are aware
about spices category.10.1% of customers are familiar about dish care category.9.7% of the
respondents know about detergent category.8.9% of the respondents have showed awareness for
the products under noodles and ketchups and rice category.8.1% of the customers are ware about
flours category.4.4% of the respondents stated that they aware about the personal care and tea
and coffee category.4% of the respondents are aware about dry fruit and ghee category.3.2% of
the respondents are aware about the jams and preservatives and the remaining 1.6% are aware
about snacks and juices category. Therefore the most popular category in respect to awareness is
home care and the least aware is snacks and juices.
Interpretations: Home care products are promoted well and people are more aware about it.
Assortment of these products has been done well, as they have kept it with fast moving brands in
the same category.
4.4
9.7
11.3
10.1
1.6
10.5
4 4.4
8.9
3.2
8.9 8.1
10.9
4

48
6.13: Reliance private label categories customers’ purchase
Table 6.14: Categories purchase frequencies
CasesN Percent
categories purchase
Categories
purchase(personal care)
5 2.0% 7.1%
Categories
purchase(Detergent)
28 11.2% 40.0%
Categories purchase(home
care)
24 9.6% 34.3%
Categories purchase(dish
care)
27 10.8% 38.6%
Categories purchase(snacks
& juices)
3 1.2% 4.3%
Categories purchase(pulses) 34 13.6% 48.6%
Categories purchase(ghee) 8 3.2% 11.4%
Categories purchase(tea &
coffee)
11 4.4% 15.7%
Categories
purchase(noodles &
ketchups)
22 8.8% 31.4%
Categories purchase(jams &
preserves)
6 2.4% 8.6%
Categories purchase(rice) 22 8.8% 31.4%
Categories purchase(flours) 22 8.8% 31.4%
Categories purchase(spices) 28 11.2% 40.0%
Categories purchase(dry
fruits)
10 4.0% 14.3%
Total 250 100.0% 357.1%

49
Fig 6.11: Categories purchase frequencies
Observations: 13.6% of the respondents stated that they are purchasing reliance
products under the category of pulses.11.2% of the respondents said that they
purchase products under detergent and spices category.10.8% of the respondents
informed that they are purchasing products of dish care category.8.8% of the
customers stated that they purchase reliance private label products under category
of noodles and ketchups, rice and flours.9.6% of the respondents buy homecare
category products. Products under tea and coffee category are used by 4.4% of
respondents. Dry fruit category products are purchased by 4% of the total
respondents.3.2% of the customers are purchasing ghee category products.2.4 %
of the respondents are using jams and preservatives under reliance brand.2% of
the total respondents are purchasing personal care category products and the
remaining 1.2% of the respondents are purchasing products under snacks and
juices category.
Therefore the most popular category in respect to purchase of reliance private
label product is pulses and the least is snacks and juices.
2
11.2
9.6 10.8
1.2
13.6
3.2 4.4
8.8
2.4
8.8 8.8
11.2
4

50
6.14 If a customer bill is for 1000, the amount spend for reliance products
Table 6.15: If bill for 1000, amount of reliance products
Percent
Valid
less than 200 26 26.0 37.1 37.1
200-400 26 26.0 37.1 74.3
400-600 14 14.0 20.0 94.3
600-800 2 2.0 2.9 97.1
800-1000 2 2.0 2.9 100.0
Total 70 70.0 100.0
Total 100 100.0
Fig 6.12: If bill for 1000, amount of reliance products
Observations: 37.1% of the respondents stated that there total bill amount of reliance products
will be between 200-400rs and less than 200rs. 20% of the respondents mentioned that there total
bill of reliance products will be between 400-600rs. 2.9% of the respondents informed that if
there total bill amount is 1000rs,then there total bill for reliance products will be between 600-
800rs and 800-1000rs.
Interpretations: Many customers prefer branded products only, so the amount they spend for
reliance products will be low.
37%
37%
20%
3% 3%
>200
200-400
400-600
600-800
800-1000

51
6.15 Factors Reliance should reconsider and improve
Table 6.16: Reliance to Reconsider and improve
Percent
Valid
Price 26 26.0 37.1 37.1
Packaging 14 14.0 20.0 57.1
Quality 6 6.0 8.6 65.7
Brand image 24 24.0 34.3 100.0
Total 70 70.0 100.0
Total 100 100.0
Fig 6.13: Reliance to Reconsider and improve
Observations:37.1% of the respondents mentioned reliance to reconsider the price of reliance
products.34.3% of the respondents stated to improve the brand image of reliance products.20%
of the respondents have mentioned to improve the packaging of the reliance products.8.6% of the
respondents have told reliance to improve the quality. None of the respondents suggested any
improvement in product variety.
37%
20%
9%
34%
0%
Price Packaging Quality Brand image Product variety

52
6.16 Customer preference to buy reliance
Table 6.17: Prefer to buy Reliance products
Percent
Valid
Yes 26 26.0 37.1 37.1
No 18 18.0 25.7 62.9
I don't know 26 26.0 37.1 100.0
Total 70 70.0 100.0
Total 100 100.0
Fig 6.14: Prefer to buy Reliance products
Observations: 37.1% of the respondents stated they will prefer to buy reliance products even if
another brand has same features as reliance products. The same 37.1% of the respondents are
confused and they replied with a don’t know statement.25.7% of the respondents will not prefer
to buy reliance products if they have a competitive product with the same features.
Interpretations: Major Customers are brand loyal due to which they will continue purchasing our
products and same percentage of customers are confused due to the different options which they
have in the market.
Yes
37%
No
26%
I don’t know
37%

53
Cross tabs:
6.17. Respondents crosstab of age and home delivery.
Table 6.18: Age & Home delivery
home delivery
Home delivery
yes
home delivery
no
home delivery
not aware
age
Age(Below 20) Column N % 0.0% 7.7% 5.6%
Age(20-35) Column N % 0.0% 40.2% 48.0%
Age(35-50) Column N % 100.0% 15.4% 26.2%
Age(50&Above) Column N % 0.0% 36.8% 20.2%
Observations: Among those respondents who are not aware about private label products 48% of
the respondents belong to age between 20-35years and above while 26.2% of the respondents
belong to the age group between 35 and 50 and 20.2% of the respondents belong to age above
50. The remaining 5.6% of the respondents belong to the age group of less than 20.
Among those respondents who do not require home delivery 40.2% of the respondents belong to
the age group between20-35, 36.8% belong to age group of above 50 and 15.4% of the
respondents belong to the age group between 35 and 50. The remaining 7.7% of the respondents
belong to the age group of less than 20.
Among those who require home delivery, only the respondents who aged between 35 and 50
gave a positive response.
6.18. Respondents crosstab on age and categories aware
Table 6.19: Categories aware & age
age Total
Age(Below
20)
Age(20-35) Age(35-50) Age(50&Abov
e)
categories aware
Categories
aware(personal care)
Count 0 12 6 4 22
% within $age 0.0% 5.6% 4.3% 3.2%
Categories
aware(detergent)
Count 2 20 14 12 48
% within $age 11.1% 9.3% 10.1% 9.5%
categories aware(Home Count 2 26 12 16 56

54
care) % within $age 11.1% 12.1% 8.7% 12.7%
categories aware(dish
care)
Count 2 28 12 8 50
% within $age 11.1% 13.1% 8.7% 6.3%
categories aware(snacks
& juices)
Count 0 4 2 2 8
% within $age 0.0% 1.9% 1.4% 1.6%
Categories
aware(Pulses)
Count 2 24 14 12 52
% within $age 11.1% 11.2% 10.1% 9.5%
Categories aware(ghee)
Count 0 6 6 8 20
% within $age 0.0% 2.8% 4.3% 6.3%
coffee)
Count 0 4 10 8 22
% within $age 0.0% 1.9% 7.2% 6.3%
Categories
aware(noodles &
ketchups)
Count 2 22 10 10 44
% within $age
11.1% 10.3% 7.2% 7.9%
preserves)
Count 0 8 6 2 16
% within $age 0.0% 3.7% 4.3% 1.6%
Categories aware(rice)
Count 0 20 12 12 44
% within $age 0.0% 9.3% 8.7% 9.5%
Categories aware(flours)
Count 2 14 12 12 40
% within $age 11.1% 6.5% 8.7% 9.5%
Categories aware(spices)
Count 4 20 14 16 54
% within $age 22.2% 9.3% 10.1% 12.7%
Categories aware(dry
fruits)
Count 2 6 8 4 20
% within $age 11.1% 2.8% 5.8% 3.2%
Total Count 18 214 138 126 496
Observations: Among the respondents of age group less than 20 majorities of total respondents
are aware about the product categories of spices with 22.22%.Many other respondents are aware
about the product category dry fruits, flours, noodles and ketch ups with a percentage of 11.11%.
None of the other products categories are aware by this age group.

55
Among the respondents of age group between20-35 majorities of total respondents are aware
about the product categories of dish care and home care with 13.1% and 12.1% respectively.
However, least number of product awareness is made in product categories of tea and coffee and
snack and juices with total response percentage of 1.9% each.
Among the respondents of age group between35-50 majorities of the total respondents are aware
of product categories of detergent, pulses and spices with 10.1% each. Snack and juices is the
product category with least awareness of 1.4 %.the other least aware categories are ghee and
jams and preservatives with 4.3% of the total respondents.
Among the respondents of age group above 50years 12.7% of the respondents are aware about
home care and spices category. Jams and preservatives and snacks and juices are the product
categories with low awareness among the total respondents with 1.6%.
6.19: Respondents crosstab on age and categories purchase.
Table 6.20: Categories Purchase & Age
age Total
Age(Below
20)
Age(20-35) Age(35-50) Age(50&Ab
ove)
categories
purchase
Categories
Count 0 4 1 0 5
% within $age 0.0% 3.8% 1.4% 0.0%
Categories
purchase(Detergent)
Count 2 12 8 6 28
% within $age 20.0% 11.4% 11.1% 9.5%
care)
Count 2 14 6 2 24
% within $age 20.0% 13.3% 8.3% 3.2%
care)
Count 2 14 9 2 27
% within $age 20.0% 13.3% 12.5% 3.2%
& juices)
Count 0 0 0 3 3
% within $age 0.0% 0.0% 0.0% 4.8%
Categories purchase(pulses)
Count 0 14 10 10 34
% within $age 0.0% 13.3% 13.9% 15.9%
Categories purchase(ghee)
Count 0 0 4 4 8
% within $age 0.0% 0.0% 5.6% 6.3%
Categories purchase(tea & Count 0 2 1 8 11

56
coffee) % within $age 0.0% 1.9% 1.4% 12.7%
Categories
purchase(noodles &
ketchups)
Count 2 16 2 2 22
% within $age
20.0% 15.2% 2.8% 3.2%
preserves)
Count 0 2 2 2 6
% within $age 0.0% 1.9% 2.8% 3.2%
Categories purchase(rice)
Count 0 8 8 6 22
% within $age 0.0% 7.6% 11.1% 9.5%
Categories purchase(flours)
Count 0 6 8 8 22
% within $age 0.0% 5.7% 11.1% 12.7%
Categories purchase(spices)
Count 0 11 9 8 28
% within $age 0.0% 10.5% 12.5% 12.7%
fruits)
Count 2 2 4 2 10
% within $age 20.0% 1.9% 5.6% 3.2%
Total Count 10 105 72 63 250
Observations: Among the respondents of age group less than 20 majorities of the purchases are
made in the product categories of detergents, home care, dish care, noodles and dry fruits with
20% each. None of the other products are purchased by this age group.
Among the respondents of age group between20-35 majorities of the purchases are made in the
product category of noodles and ketchup with 15.2% of the respondents. The second major
purchases are made in product category of home care, dish care and pulses with 13.3%.
However, least number of purchases is made in product categories of tea and coffee, dry fruits
and jams and preservatives with 1.9% of the total respondents.
Among the respondents of age group between35-50 major purchasing is made in the product
categories of pulses with 13.9%. Dish care and spice product category products are also equally
purchased by respondents with a total percentage of 12.5% each. Snacks and juices is the product
category which is not purchased by this age group.
Among the respondents of age group above 50 majorities of the purchases are made in the
product categories of pulses with 15.9%. Flours, spices and dry fruits are also used by this age
group with a total percentage of 12.7% each. Personal care is the product category which is not
purchased by any of the respondents.

57
Interpretation of Ernakulam district
6.20: Consumer gender
Table 6.21:Gender
Percent
Valid
Male 44 44.0 44.0 44.0
Female 56 56.0 56.0 100.0
Total 100 100.0 100.0
Fig 6.15: Gender
Observations: 44% of the respondents are male while 56% of the respondents are females.
Therefore majority of the walk in customers are women.
Interpretations: Most of the walk in customers where females because they are the homemakers
and they usually makes the household purchases.
Male
44%
Female
56%

58
6.21. Consumer age frequencies
Table6.22: Age Frequencies
CasesN Percent
age
Age(Below 20) 6 6.0% 6.0%
Age(20-35) 26 26.0% 26.0%
Age(35-50) 32 32.0% 32.0%
Age(50&Above) 36 36.0% 36.0%
Total 100 100.0% 100.0%
Fig 6.16: Age Frequencies
Observations: 36% of the respondents belong to the age group which is above 50years.32% of
the respondents are aged between 35–50years.26% of the respondents are aged between 20-
35years.6% of the respondents belong to the age group which is below 20years.Therefore
majority of the customers visiting reliance belong to the age group 50 and above. Customers
below the age of 20years are in minority.
Interpretations: Most of the younger population is working so the household purchases are done
by their parents and due to which the age frequency is high.
>20
6%
20-35
26%
35-50
32%
50<
36%

59
6.22. Consumer home delivery usage
Table 6.23: Home delivery Frequencies
Responses Percent of Cases
N Percent
home delivery
Home delivery yes 4 4.0% 4.0%
home delivery no 20 20.0% 20.0%
home delivery not aware 76 76.0% 76.0%
Total 100 100.0% 100.0%
Fig 6.17: Home delivery Frequencies
Source: primary data
Observations:76% of the respondent’s visiting reliance is not aware about the home delivery
services provided by reliance.20% of the customers are not willing to use home delivery
service.4% of the customers have used the home delivery service.
Therefore customers in general are not aware about the home delivery service available to them
even though it is 100% free.
Interpretations: Proper initiative is not taken by reliance fresh to promote their home delivery
system.
4
20
76
Yes No Not aware

60
6.23. Consumer frequency in visiting Reliance
Table 6.24:How often visit Reliance
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Whenever need
arises
6 6.0 6.0 6.0
Weekly Once 34 34.0 34.0 40.0
Weekly Twice 18 18.0 18.0 58.0
Monthly Twice 24 24.0 24.0 82.0
Monthly once 18 18.0 18.0 100.0
Total 100 100.0 100.0
Fig 6.18: How often visit Reliance
Observations:34% of the customers visit reliance stores once in a week.24% of the respondents
visit reliance store twice in a month.18% of the customers visit reliance store twice a week and
once in a month.6% of the respondents visit reliance store whenever the need arises.
Therefore majority of the customers are visiting reliance stores at least once a week.
Interpretations: They visit the store frequently to purchase fresh products and they don’t like bulk
purchases.
6
34
18
24
18
When need
arises
Weekly once Weekly twice Monthly twice Monthly once

61
6.24. Customer purchase factors
Table 6.25: Purchase factor Frequencies
CasesN Percent
purchase factor
Purchase Factor Price 66 33.0% 66.0%
Purchase Factor Quality 76 38.0% 76.0%
Purchase Factor Product
Variety
16 8.0% 16.0%
Purchase Factor
Packaging
6 3.0% 6.0%
Purchase Factor Brand
Image
36 18.0% 36.0%
Total 200 100.0% 200.0%
Fig 6.19: Purchase factor Frequencies
Observations:38% of the respondents give importance to quality of the product before
purchasing.33% of the respondents give importance to price while purchasing a product.18% of
the respondents consider brand image while purchasing a product. Product variety and product
packaging are the least considered factors by respondents, which is 8% and 3% respectively.
Interpretations: People are aware about varieties of brands and that’s why they give more
importance to quality of product than price.
33
38
8
3
18
Price Quality Product
variety
Packaging Brand Image

62
6.25. Private label product purchase by customers
Table 6.26: Private label Product Purchase
Percent
Valid
Only from reliance store 10 10.0 10.0 10.0
Only from other stores 6 6.0 6.0 16.0
Both from reliance and other
stores
40 40.0 40.0 56.0
I am not aware of Private
label products
6 6.0 6.0 62.0
I am aware but am not ready
to buy
38 38.0 38.0 100.0
Total 100 100.0 100.0
Fig 6.20: Private label Product Purchase
Observations: 40% of the respondents purchase private label brands from reliance and other
stores.38% of the respondents are aware but they are not willing to purchase.10% of the
customers purchase private label products only from reliance stores.6% of the respondents make
purchase of private label products only from other stores whereas the remaining 6% are not
aware about the private label products.
10
6
40
6
38
Only from
Reliance
Only from
other stores
Both from
reliance and
others
I am not aware
of PLP
I am aware but
not ready to
buy

63
Interpretations: Majority of the customers purchase products from different stores, so they
purchase products from different stores looking the price and quality. A major share of
respondents is not ready to purchase the private label brands because due to low price they feel
the quality of these products is very low.
6.26. Customer perception on reliance products
Table 6.27:Perception
Perception of
PLP Price
Perception of
PLP Quality
Perception of
PLP Variety
Perception of
PLP Packaging
Perception of
PLP Brand
Image
N
Valid 44 44 44 44 44
Missing 56 56 56 56 56
Mean 3.2727 1.9545 2.3636 2.3636 2.5909
Observations: The mean response reference to price is 3.27 which indicate that customers have a
positive perception of price. The means response to quality is 1.95 which shows that customers
have very poor perception towards quality. In regards with variety the mean response is 2.36
which show customers have satisfactory perception towards variety. Towards packaging, the
mean score is 2.36 which show the perception towards this factor is satisfactory. Towards brand
image, the mean score is 2.59 which show the perception towards brand image is satisfactory.
6.27. How customers came to know about Reliance products
Table 6.28:How came to know about Reliance products
Percent
Valid
Word of mouth 2 2.0 4.0 4.0
Store display 32 32.0 64.0 68.0
Customer supportassociate 16 16.0 32.0 100.0
Total 50 50.0 100.0
Total 100 100.0

64
Fig 6.21: How came to know about Reliance products
Observations: 64% of the respondents have mentioned that they come to know about reliance
private label products through store displays while 32% have mentioned that they have been
informed about such through customer support associate. Only 4% of the respondents are
informed through word of mouth. None of the respondents have claimed that they have been
informed about reliance private label through advertisements and internet.
Interpretations: The reliance private label products are kept separately so that the customers get
more awareness and thus gained knowledge about it.
6.28. Customers duration of using Reliance products
Table 6.29: Period of using Reliance Products
Percent
Valid
Less than a year 4 4.0 8.0 8.0
1year 6 6.0 12.0 20.0
2year 14 14.0 28.0 48.0
3year & above 26 26.0 52.0 100.0
Total 50 50.0 100.0
Total 100 100.0
0
4
64
32
0
Advertisement Word of mouth Store Display CSA Internet

65
Fig 6.22: Period of using Reliance Products
Observations: 52% of the customershave statedthat theyhave been usingrelianceprivate label
productsfor more than 3years.28%of the customershave statedthattheyhave beenusingprivate label
productsfor the lasttwo years.12%of the customershave statedthattheyhave beenusingreliance
private label productsforthe last1year.8% of the customerswere usingreliance private label products
for lessthana year.
Interpretations:Due togoodqualityandattractive offerscustomersare continuingtopurchase Reliance
private label brands.
6.29. Customer Reasons for the usage of Reliance products.
Table 6.30:Reason for using reliance products
Percent
Valid
Low competitive price 16 16.0 32.0 32.0
Good quality and trust 16 16.0 32.0 64.0
Offers 10 10.0 20.0 84.0
Availability 6 6.0 12.0 96.0
Brand 2 2.0 4.0 100.0
Total 50 50.0 100.0
Total 100 100.0
0
8
12
28
52
Not yet used >1yr 1yr 2yr 3yr<

66
Fig 6.23: Reason for using reliance products
Observations: 32% of the customers stated that low competitive price and good quality and trust
are the main reasons for using reliance products.20% of the respondents informed that they are
using reliance products due to different attractive offers. 12% of the respondents choose reliance
products due to its easy availability. 4% of the customers use reliance products due to its brand
image. Therefore majority of the customers are using reliance private label products due to low
price, good quality and trust.
Interpretations: Reliance private label brands give a good quality product in a cheaper rate so
customers feel worth buying it comparing to other competitive products.
6.30. Customer experience factors after using reliance products.
Table 6.31:Experience factors in reliance products
Experience of
reliance(price)
Experience of
Reliance(Quality)
Experience of
Reliance(product
variety)
Experience of
Reliance(Packagin
g)
Experience of
reliance(Brand
Image)
N
Valid 50 50 50 50 50
Missing 50 50 50 50 50
Mean 3.1600 3.4000 3.0000 3.2000 2.4000
32%
32%
20%
12%
4%
Price Quality & Trust Offers Availability Brand

67
Observations: The mean response reference to price is 3.16 which indicate that on purchase of
reliance private label brands, customers have a good impression towards price. The means
response to quality is 3.40 which show that customers have very good experience towards
quality. In regards with variety the mean response is 3 which show customers have average
impression towards variety. Towards packaging, the mean score is 3.2 which show the
impression towards this factor is good. Towards brand image, the mean score is 2.4 which show
attitude towards brand image is poor.
6.31. Categories awareness on different private label products.
Table 6.32: Categories aware Frequencies
CasesN Percent
categories aware
Categories aware(personal
care)
16 4.8% 32.0%
Categories aware(detergent) 24 7.3% 48.0%
care)
24 7.3% 48.0%
categories aware(dish care) 24 7.3% 48.0%
categories aware(snacks &
juices)
16 4.8% 32.0%
Categories aware(Pulses) 30 9.1% 60.0%
Categories aware(ghee) 6 1.8% 12.0%
coffee)
26 7.9% 52.0%
Categories aware(noodles &
ketchups)
30 9.1% 60.0%
preserves)
18 5.5% 36.0%
Categories aware(rice) 32 9.7% 64.0%
Categories aware(flours) 30 9.1% 60.0%
Categories aware(spices) 30 9.1% 60.0%
Categories aware(dryfruits) 24 7.3% 48.0%
Total 330 100.0% 660.0%

68
Fig 6.24: Categories aware Frequencies
Observations: 9.7% of the customers are aware about the rice category.9.1% of the customers
have showed awareness for products under the category of flours, spices, noodles and ketchups
and pulses.7.9% of the respondents are aware about the tea and coffee category.7.3% of the
respondents have showed awareness for products under the category of dry fruits, home care,
dish care, detergents.5.5% of the respondents are aware about the jams and preservatives
category.4.8% of the respondents are aware about the snacks and juices and personal care
category, the remaining 1.8% of respondents are aware about the ghee category.Therefore the
most popular category in respect to awareness is rice and the least aware is ghee.
Interpretations: Rice category products are promoted well and people are more aware about it.
Rice category products are kept near to vegetables section where the major sales happen and
Kerala customer are the major users of rice and they are well aware of the different rice brands.
4.4
7.3 7.3 7.3
4.8
9.1
1.8
7.9
9.1
5.5
9.7 9.1 9.1
7.3

69
6.32. Reliance private label categories Customers purchase
Table 6.33: Categories purchase Frequencies
CasesN Percent
categories purchase
Categories
6 2.7% 12.0%
Categories
purchase(Detergent)
20 9.1% 40.0%
care)
14 6.4% 28.0%
care)
18 8.2% 36.0%
& juices)
12 5.5% 24.0%
Categories purchase(pulses) 18 8.2% 36.0%
coffee)
20 9.1% 40.0%
Categories
purchase(noodles &
ketchups)
18 8.2% 36.0%
preserves)
14 6.4% 28.0%
Categories purchase(rice) 24 10.9% 48.0%
Categories purchase(flours) 20 9.1% 40.0%
Categories purchase(spices) 22 10.0% 44.0%
fruits)
14 6.4% 28.0%
Total 220 100.0% 440.0%

70
Fig 6.25: Categories purchase Frequencies
Observations:10.9% of the respondents purchase products under the category of rice.10% of the
respondents are purchasing from spices category.9.1% of the customers have informed there
purchasing interest towards the categories of tea and coffee, flours, detergent.8.2% of the
respondents said they will purchase both the pulses and dish care categories. 6.4% of the
respondents are purchasing products under the category of home care, jams and preservatives
and dry fruits. 5.5% of the respondents purchase products under the category of snacks and
juices, remaining 2.7% 0f the respondents are purchasing products in personal care category.
None of the customers have claimed that they have purchased products from ghee category.
Therefore the most popular category in respect to purchase of reliance private label product is
rice and the least is ghee.
6.33. If a customer’s bill is for 1000, the amount spend for reliance products
Table 6.34: If bill for 1000,amount of reliance
Frequ
ency
Percent Valid Percent Cumulative Percent
Valid
less than 200 8 8.0 16.0 16.0
200-400 26 26.0 52.0 68.0
400-600 10 10.0 20.0 88.0
600-800 6 6.0 12.0 100.0
Total 50 50.0 100.0
2.7
9.1
6.4
8.2
5.5
8.2
0
9.1 8.2
6.4
10.9
9.1 10
6.4

71
Total 100 100.0
Fig 6.26: If bill for 1000, amount of reliance
Source: primary data
Observations: 52% of the respondents stated that there total bill amount of reliance products will
be between 200-400rs. 20% of the respondents mentioned that there total bill of reliance
products will be between 400-600rs. 16% of the respondents stated that there total bill for
reliance products will be less than 200rs. 12% of the respondents informed that if there total bill
amount is for 1000rs, then there total bill for reliance products will be between 600-800rs.
Interpretations: Many customers prefer branded products only, so the amount they spend for
reliance private label products will be low.
6.34. Factors Reliance should reconsider and improve
Table 6.35:Reliance to reconsider & improve
Percent
Valid
Price 16 16.0 32.0 32.0
Packaging 8 8.0 16.0 48.0
Quality 4 4.0 8.0 56.0
Brand image 20 20.0 40.0 96.0
Product variety 2 2.0 4.0 100.0
Total 50 50.0 100.0
>200
16%
200-400
52%
400-600
20%
600-800
12%
800-1000
0%

72
Total 100 100.0
Fig 6.27: Reliance to reconsider & improve
Observations:40% of the respondents mentioned reliance to improve its brand image.32% of the
respondents stated to reconsider the price of reliance products.16% of the respondents have
mentioned to improve the packaging of the reliance products.8% and 4% of the respondents have
told reliance to reconsider and improve the quality and product variety of reliance products
respectively.
6.35. Customer preference to buy Reliance
Table 6.36: Prefer to buy reliance
Percent
Valid
Yes 26 26.0 52.0 52.0
No 6 6.0 12.0 64.0
I don't know 18 18.0 36.0 100.0
Total 50 50.0 100.0
Total 100 100.0
32%
16%
8%
40%
4%
Price Packaging Quality Brand image Product variety

73
Fig 6.28: Prefer to buy reliance
Observations: 52% of the respondents stated they will prefer to buy reliance products even if
another brand has same features as reliance products.36% of the respondents are confused and
they replied with a don’t know statement.12% of the respondents will not prefer to buy reliance
products if they have a competitive product with the same features.
Cross tabs
6.36. Respondents crosstab of age and home delivery.
Table 6.37: Age & Home Delivery
home delivery
Home delivery
yes
home delivery
no
home delivery
not aware
age
Age(Below 20) Column N % 50.0% 10.0% 2.6%
Age(20-35) Column N % 0.0% 20.0% 28.9%
Age(35-50) Column N % 0.0% 40.0% 31.6%
Age(50&Above) Column N % 50.0% 30.0% 36.8%
Observations: Among those respondents who are not aware about private label products 36.8%
of the respondents belong to age group of 50 and above while 31.6% of the respondents belong
to the age group between 35 and 50 and 28.9% of the respondents belong to the age group of 20
to 35. The remaining 2.6% of the respondents belong to the age group of less than 20.
Yes
52%
No
12%
I don’t know
36%

74
Among those respondents who do not require home delivery 40% of the respondents belong to
the age group between 35 to 50, 30% belong to age group of above 50 and 20% of the
respondents belong to the age group between 20 and 35. The remaining 10% of the respondents
belong to the age group of less than 20.
Among those who require home delivery, there is an equal response of 50% for respondents
between the age group of less than 20 and above 50.
6.37. Respondents crosstab on age and categories aware
Table 6.38: Categories Aware & Age
age Total
Age(Below
20)
Age(20-
35)
Age(35-
50)
Age(50&A
bove)
categories
aware
Categories
aware(personal care)
Count 0 6 4 6 16
% within $age 0.0% 6.5% 3.6% 5.1%
Categories
aware(detergent)
Count 0 6 12 6 24
% within $age 0.0% 6.5% 10.9% 5.1%
care)
Count 0 4 12 8 24
% within $age 0.0% 4.3% 10.9% 6.8%
categories aware(dish
care)
Count 0 8 10 6 24
% within $age 0.0% 8.7% 9.1% 5.1%
categories aware(snacks
& juices)
Count 0 6 4 6 16
% within $age 0.0% 6.5% 3.6% 5.1%
Categories
aware(Pulses)
Count 2 6 12 10 30
% within $age 20.0% 6.5% 10.9% 8.5%
Categories aware(ghee)
Count 0 4 0 2 6
% within $age 0.0% 4.3% 0.0% 1.7%
74offee)
Count 2 12 4 8 26
% within $age 20.0% 13.0% 3.6% 6.8%
Categories
aware(noodles &
ketchups)
Count 0 8 12 10 30
% within $age
0.0% 8.7% 10.9% 8.5%
preserves)
Count 0 6 4 8 18
% within $age 0.0% 6.5% 3.6% 6.8%

75
Categories aware(rice)
Count 2 6 10 14 32
% within $age 20.0% 6.5% 9.1% 11.9%
Categories aware(flours)
Count 2 6 10 12 30
% within $age 20.0% 6.5% 9.1% 10.2%
Categories
aware(spices)
Count 2 6 12 10 30
% within $age 20.0% 6.5% 10.9% 8.5%
Categories aware(dry
fruits)
Count 0 8 4 12 24
% within $age 0.0% 8.7% 3.6% 10.2%
Total Count 10 92 110 118 330
Observations: Among the respondents of age group less than 20 majorities of total respondents
are aware about the product categories of spices, rice, tea and coffee, pulses and flours with 20%
each. None of the other products categories are aware by this age group.
Among the respondents of age group between 20-35 majorities of total respondents are aware
about the product categories of dish care and tea and coffee with 8.7% and 13% respectively.
However, least number of product awareness is made in product categories of home care and
ghee with total response percentage of 4.3% each.
Among the respondents of age group between 35-50 majorities of the total respondents are aware
of product categories of detergent, home care, pulses, spices and noodles and ketchups with
10.9% each. Ghee is the product category which is not aware among this age group.
Among the respondents of age group above 50years 11.9% of the respondents are aware about
rice category.10.2% of the respondents are aware about dry fruits and flours category.
Personal care, dish care, snacks and juices are the product categories with low awareness among
the total respondents with 5.1%. Ghee is the product category which is least aware among the
age group above 50years with 1.7%.

76
6.38. Respondents crosstab on age and categories purchase
Table 6.39: Categories Purchase & Age
age Total
Age(Below
20)
Age(20-
35)
Age(35-
50)
Age(50&
Above)
categories purchase
Categories
Count 0 4 0 2 6
% within $age 0.0% 5.6% 0.0% 2.7%
Categories
purchase(Detergent)
Count 0 6 8 6 20
% within $age 0.0% 8.3% 11.4% 8.1%
care)
Count 0 4 6 4 14
% within $age 0.0% 5.6% 8.6% 5.4%
care)
Count 0 8 6 4 18
% within $age 0.0% 11.1% 8.6% 5.4%
Categories
purchase(snacks & juices)
Count 0 6 4 2 12
% within $age 0.0% 8.3% 5.7% 2.7%
Categories
purchase(pulses)
Count 0 4 6 8 18
% within $age 0.0% 5.6% 8.6% 10.8%
Categories purchase(ghee)
Count 0 2 0 0 2
% within $age 0.0% 2.8% 0.0% 0.0%
coffee)
Count 2 8 4 6 20
% within $age 33.3% 11.1% 5.7% 8.1%
Categories
purchase(noodles &
ketchups)
Count 0 6 8 4 18
% within $age
0.0% 8.3% 11.4% 5.4%
Categories purchase(jams
& preserves)
Count 0 6 4 4 14
% within $age 0.0% 8.3% 5.7% 5.4%
Categories purchase(rice)
Count 2 4 8 10 24
% within $age 33.3% 5.6% 11.4% 13.5%
Categories
purchase(flours)
Count 0 4 8 8 20
% within $age 0.0% 5.6% 11.4% 10.8%
Categories
purchase(spices)
Count 2 4 8 8 22
% within $age 33.3% 5.6% 11.4% 10.8%
Categories purchase(dry Count 0 6 0 8 14

77
fruits) % within $age 0.0% 8.3% 0.0% 10.8%
Total Count 6 72 70 74 222
Findings: Among the respondents of age group less than 20 majorities of the purchases are made
in the product categories of spices, rice, tea and coffee with 33.33% each. None of the other
products are purchased by this age group.
Among the respondents of age group between20-35 majorities of the purchases are made in the
product categories of dish care and tea and coffee with11.11% each. However, least number of
purchases are made in product categories of personal care and ghee with total response
percentage of 5.6% and 2.6% respectively.
Among the respondents of age group between 35-50 majorities of the purchases are made in the
product categories of detergents, noodles and ketchups, rice, flours and spices with 11.4% each.
Ghee, personal care and dry fruits are the product categories which are not purchased by this age
group.
Among the respondents of age group above 50 majorities of the purchases are made in the
product categories of rice with 13.5%. Pulses, flours, spices and dry fruits are also used by this
age group with a total percentage of 10.8% each. Ghee is the product category which is not
purchased by any of the respondents.

78
CHAPTER 7
FINDINGS AND SUGGESTIONS
FINDINGS AND SUGGESTIONS

79
7.1:Findings Thrissur:
1. Majority (61%) of the respondents are women
2. Majority (48%) of the respondents are in the age group between20-35
3. Majority (72%) of the respondents are not aware about the service of free home
delivery
4. Majority (34%) of the respondents visit reliance stores monthly twice.
5. Price (44%) and quality (42%) are the most important factors considered while making
purchase of a product.
6. Majority (36%) of the customers purchase private label products only from reliance
stores.
7. Most of the respondents have a satisfactory impression about the Price and brand
image of reliance products. However the quality of reliance private products is perceived
as poor.
8. Store displays are the most popular form of communication (54%) for private label
products.
9. Majority (57%) of the customers among those who are using private label brands for
reliance, have been using such products for more than three years.
10. Majority (40%) of the customers purchase reliance private label brands for its
attractive offers.
11. Customers of reliance using private brands are satisfied about the quality and price of
these products. However they not impressed by the brand image of products.
12. Home care (11.3%) is the most popularly known product category among reliance
product category followed by spices and pulses (10.9%).
13. Most of the customers are not aware about snacks and juices (1.6%).

80
14. Pulses and spices (13.6%) are the most preferred brand categories from reliance when
a customer makes a purchase.
15. The slowest moving product category is snacks and juices (1.2%).
16. Majority (74.2%) of the customers spend less than 400 for purchasing private label
brands.
17. Majority of the customers feel price (37.1%) and brand image (34.3%) should be
improved.
18. Among those customers who use reliance private label products, customer who are
not loyal towards such products are in minority (25.7%).
19. Age group of 35-50 have a high preference for home delivery and also stand at the
high rate in regards with not being aware about the home delivery
20. Among majority of respondents who are not ready to use home delivery fall in age
group of 20-35.
21. Age group between age 20-35 stands at the high rate in regards with not being aware
about the home delivery.
22. Major share of the respondents below 20 is aware about rice category products
followed by dry fruits, flours, noodles and ketch ups. None of the other product
categories are aware by this group.
23. Respondents between ages 20-35 are mainly aware of home care and dish care
category products in reliance. Snacks and juices and tea and coffee category products are
least aware.
24. Awareness of detergent, pulses and spices category reliance products are high among
respondents between age of 35-50. In this age group snacks and juices have the least
awareness.

81
25. Home care and spice products are the most aware product category among reliance
customers above 50. Jams and preservatives and snacks and juices are not popular among
the respondents above 50.
26. Detergents, home care, dish care, noodles and ketchups and dry fruits category
products are highly purchased among the respondents below 20. None of the other
product categories are purchased by this group of respondents.
27. Respondents between age 20-35 purchase more noodles and ketchup products. Ghee
and snacks and juices are the least purchased product categories in this age group of
respondents.
28. Majority of the respondents between age 35-50 purchases pulses category product,
however snacks and juices category is the least purchased.
29. Pulses category is the commonly used reliance product category among the
respondents above 50years and personal care is the least used.
7.2:Findings Ernakulam:
1. Majority (56%) of the respondents are women
2. Majority (36%) of the respondents are in the age of 50 and above
3. Majority (76%) of the respondents are not aware about the service of free home
delivery
4. Majority (34%) of the respondents visit reliance stores weekly once or twice.
5. Quality (38%) and price (33%) are the most important factors considered while making
purchase of a product.
6. Majority (40%) of the customers purchase private label products from reliance and
other stores however many customers are skeptical about reliance private label brand as
they are aware but are not ready to buy such products.

82
7. Most of the respondents have a good impression about the Price and brand image of
reliance products. However the quality of reliance private products is perceived as poor.
8. Store displays (64%) are the most popular form of communication for private label
products followed by promotions from customer support associates.
9. Majority (52%) of the customers among those who are using private label brands for
reliance, have been using such products for more than three years.
10. Majority (32%) of the customers purchase reliance private label brands for its low
price and good quality.
11. Customers of reliance using reliance private brands are highly satisfied about quality
followed by price. However they not impressed by the brand image held for these
products.
12. Rice (9.7%) is the most popularly known product category among reliance product
category followed by spices, pulses and flours (9.1%).
13. Most of the customers are not aware about ghee (1.8%).
14. Rice (10.9%) and spices (10.1%) are the most preferred brand categories from
reliance when a customer makes a purchase.
15. The slowest moving product category is ghee.
16. Majority (52%) of the customers spend between 200-400 for purchasing private label
brands
17. Majority of the customers feel brand image (40%) and price (32%) should be
improved
18. Among those customers who use reliance private label products, majority (52%) of
the customers are brand loyal.
19. Home delivery is most popular among the age group below 20 and above 50.

83
20. Among those who are not aware about home delivery majority fall in age group of
20-35.
21. Age group above 50 stands at the high rate in regards with not being aware about the
home delivery.
22. Major share of the respondents below 20 is aware about rice, spices, pulses and tea
and coffee category products. None of the other product categories are aware by this
group.
23. Respondents between20-35 are mainly aware of tea and coffee and dish care category
products in reliance.
24. Awareness of detergents, home care, spices and pulses category reliance products are
high among respondents between age of 35-50.
25. Rice is the most aware product category among reliance customers above 50.
26. Ghee is the least aware product category among all the age group of respondents.
27. Spices, Rice and tea and coffee category products are highly purchased among the
respondents below 20. None of the other product categories are purchased by this group
of respondents.
28. Respondents between 20-35 purchases more dish care and tea and coffee category
products.
29. Majority of the respondents between ages 35-50 purchases more of detergents, rice,
flours and spices category products.
30. Rice is the commonly used reliance product category among the respondents above
50years.
31. Ghee category products are least purchased in all the age group of respondents.

84
7.3 Comparison
Table 6.40: Comparison
Factor Thrissur Ernakulam
1 Majority of Respondents Women Women
2 Dominant Age group 20-35 50 & above
3 Awareness of home delivery 72% Not aware 76% Not aware
4 Visiting Reliance Monthly twice Weekly once or twice
5 Important factor while
purchase
Price and Quality Quality and Price
6 Purchase of PLP Reliance and other stores Reliance and other stores
7 Perception of Reliance PLP
(not used)
Satisfactory pricing and
Poor quality
Good pricing but Poor
quality
8 Awareness of Reliance brand Store display Store display
9 Time Period More than three years More than three years
10 Reason for purchase Offers Low price and good
quality
11 Reliance PLP
(customers)
Good quality and price
but low brand image
Good quality and very
low brand image
12 Awareness of Reliance PLP Home care is most aware
and snacks and juices
least aware
Rice is most aware and
Ghee is least aware
13 Purchase of Reliance PLP Pulses and Spices are
most preferred and
Snacks and Juices has the
least sale
Rice and Spices are most
preferred and Ghee has
the least sale
14 Total bill amount Less than 400rs 200rs-400rs
15 Factors to be improved Price and Brand Image Price and Brand Image
16 Customer loyalty 32% of customers are
loyal
52% of customers are
loyal

85
7.4:Suggestions:
Product:
 Increased promotions for the Products like Ghee, Personal care, Snacks and Juices and
Jams and preservatives.
 Introduction Reliance unique flavored products
 Introduction of resalable packs as a part of innovation in packaging to preserve freshness
Store decisions:
 Product advertisement in store display banners
 Attractive window display
 Placement of a TV in the billing section
 Introduction of 3d wall advertising, cart advertising and rack advertising
Customer relationship:
 Personalize approach to customers through customer support associates
Integrated marketing communication:
 Digital - Strengthen online marketing space - social media marketing
 Radio advertisements
Sales promotion:
 Introduction of a smart phone application
 Increase promotions for the free home delivery
 Distribution of samples
1. Along with competitive products
2. Along with fast moving products as complimentary
 Scratch & win offers

86
 Introduction of new promotion program
1. A new selfie contest – state wise
2. Share their experience or time with reliance products
 Distributing free Calendars
 Weekly Product demonstrations
Loyalty programs:
 Introduction of extra bonus for private label product purchase under already exciting
loyalty card scheme
Other promotions:
 Introduction of a family day

88
Conclusion
The Summer Internship Project at Reliance was completed successfully. The main
recommendations given for the same was the introduction of a mobile application, along with
personalized approach to customers through support customer staffs. Reliance Retail Ltd. has got
private label brands and it mainly uses its price to compete with its competitors. Though majority
of their customers are aware about its products and uses, the company still has proportion of
customers who are not aware about the products and also those who have not tried the products.
One of the major feedbacks from the customers is that the company has to improve the brand
image of their private brand products. I hope whatever the recommendations I have suggested to
the organization would be implemented with the hope that these recommendations will help the
company gain deeper penetration to the market as well as it might help them gain more market
share in the future.

90
Works Cited
 The Growthof Private Labelsin India.(2014, Jan13). RetrievedApril 5,2016, from
indiaretailing.:http://www.indiaretailing.com/2014/01/13/retail/the-growth-of-private-labels-
in-india/
 Retail trends and predictions.(2016, march). Retrievedmay23,2016, fromVendhq:
https://www.vendhq.com/university/retail-trends-and-predictions-2016
 Berman,B., Evans,J.R., & Mathur, M. (2010). Retail Management. UnitedStates:Pearson.
 Bhasin,H. (2013). 6 tactics forMarketpenetration strategy.RetrievedMay2, 2016, from
Marketing91: http://www.marketing91.com/6-tactics-for-market-penetration-strategy/
 Coutinho,A.,&Banerjee,R.(2007, Oct 3). Retail war:Private labels beatold marketers.
RetrievedApril6,2016, from economictimes:
http://articles.economictimes.indiatimes.com/2007-10-03/news/27683590_1_private-labels-
big-bazaar-retail-chain/2
 Donova,M. (2015, Sep25). MarketPenetration IsJob #1 Of Marketing,NotAwarenessBuilding.
RetrievedMay7, 2016, fromlinkedin:https://www.linkedin.com/pulse/market-penetration-job-
1-marketing-awareness-building-communications
 Hoch, S. j.,& Banerji,S.(1993). When doprivate labelssuceed? Priavtelabels,57.
 Kotler,P.,Keller,K.L.,Koshy,A.,& Jha,M. (1994). Capturingmarketinginsights. Marketing
management,45,376,234.

91
 Naik,S.b. (2013, may 21). ConsumerBuying BehaviourQuestionnaire.Retrievedmay1,2016,
fromscribd:https://www.scribd.com/doc/142817034/Consumer-Buying-Behaviour-
Questionnaire
 Nielson.(2014,Nov18). Global PerceptionsOf Store BrandsImprove;ButShareOf BasketVaries
By Country. RetrievedApril 8,2016, fromprnewswire:http://www.prnewswire.com/news-
releases/global-perceptions-of-store-brands-improve-but-share-of-basket-varies-by-country-
283041661.html
 Pani,P.(2013, October27). Wooing buyerswith privatelabels. RetrievedApril 5,2016, from
thehindubusinessline:http://www.thehindubusinessline.com/economy/wooing-buyers-with-
private-labels/article5278637.ece
 Reibstein,D.J.,& Bendle,N.(2006, may 26). Marketing Metrics: Understanding Market Share
and Related Metrics.RetrievedMay5, 2016, fromftpress:
http://www.ftpress.com/articles/article.aspx?p=463943&seqNum=5
 Stenberg,A.J.(201, Dec27). Whatis theRule of Seven?And how will it improveyourmarketing?
RetrievedApril6,2016, from thebabyboomerentrepreneur:
http://www.thebabyboomerentrepreneur.com/258/what-is-the-rule-of-seven-and-how-will-it-
improve-your-marketing/

93
Questionnaire on Reliance branded products
1. Name:
2. Gender: M F
3. Age: a. Below 20 b.20-35 c.35-50 d.50 & above
4. Have you ever used the home delivery service provided by Reliance?
a. Yes b. No c. I am not aware about it
5. How often do you visit Reliance?
a. Whenever need arises b. Weekly Once c. Weekly Twice d. Monthly Twice e. Monthly
Once
6. Tick any two factors you give importance when you purchase a product?
Price
Quality
Product variety
Packaging
Brand Image
7. Where do you purchase your private label products from?

94
a. Only from Reliance store b. Only from other stores c. Both from Reliance and other
stores
d. I am not aware of private label products e. I am aware but am not ready to buy
8. If your answer is (7.b & 7.e), then express your perception on Reliance branded products In
following factors:
Factors Poor Satisfactory Average Good Excellent
Price
Quality
Product variety
Packaging
Brand Image
9. How did you come to know about Reliance brand products?
a. Advertisement b. Word of mouth c. Store display
d. Customer support associate e. Internet
10. How long have you been using the Reliance brand products?
a. Not yet used b. Less than a year c.1year d.2year e.3year & above
11. Main reasons for using Reliance products:
a. Low competitive price b. Good quality & trust c. Offers d. availability e. Brand
12. How do you consider the following factors in Reliance products:
Factors Poor Satisfactory Average Good Excellent
Price
Quality
Product variety
Packaging
Brand Image
13. What are the Reliance product categories you are aware about?
Personal
Care
Detergent Home
care
Dish care Snacks &
Juices
Pulses Ghee
Tea &
Coffee
Noodles
&
Jams &
Preserves
Rice Flours Spices Dry Fruits

95
Ketchups
14. Which categories of Reliance brand products do you purchase:
Personal
Care
Detergent Home
care
Dish care Snacks &
Juices
Pulses Ghee
Tea &
Coffee
Noodles
&
Ketchups
Jams &
Preserves
Rice Flours Spices Dry Fruits
15. If your total bill amount is for 1000, what will be the total bill amount for Reliance products?
a. Less than 200 b.200-400 c.400-600 d.600-800 e.800-1000
16. What would you like Reliance to reconsider and improve in its products?
a. Price b. Packaging c. Quality d. Brand Image e. Product Variety
17. Even if another brand has the same features as reliance products, would you prefer to buy
reliance branded products?
a. Yes b. No c. I don’t know

Penetration of private label products

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Penetration of private label products

Similar to Penetration of private label products (20)

Recently uploaded

Recently uploaded (12)

Penetration of private label products