This document provides an overview of a project report submitted by Zaid Hussain to the Institute of Management Technology in Nagpur, India. The report examines customer behavior and experience at Reliance Retail stores. It acknowledges those who provided guidance and support. Sections include research methodology, company analysis of Reliance Retail, findings from customer interviews, observations, and recommendations to improve the customer experience.

1. Institute Of Management Technology, Nagpur 2018-2020
Understanding Shopper behavior and evaluation of customer
experience at select stores of Reliance Retail
At
SIP project report submitted in partial fulfillment of the
requirements for the
PGDM Programme
By Zaid Hussain
Roll- 201831051
Faculty Guide
Dr T.K Chatterjee
Project Guide:
Mr.Vimal D Patel

2. Acknowledgement
The success and outcome of this project required a lot of guidance and assistance from
many people and I am extremely privileged to have got this all along the completion of my
project.
I am extremely thankful to Mr. Jayant Jain, Vice President (Marketing & Customer
Service) for taking out his valuable time and helping in going through the nuances of the
project which was extremely important as internship required a lot of client customer
interaction.
I would like to express my sincere gratitude to Mr. Piyush Patel, Manager (General
marketing Services), Reliance Retail Limited, Mumbai for selecting me and providing an
opportunity to pursue project in the field of my interest.
I also respect and thank my project guide Mr. Vimal D Patel, Chief manager (Marketing and
Services) for showing keen interest on my project work and helping me out in all situations and
giving an overall knowledge about the retail function and inside strategy of Reliance Retail
across different formats of store.
In the completion of my project, various people played a huge role and had put lots of efforts. I
am thankful and fortunate enough to get constant encouragement, support and guidance from
teaching and non teaching staff. I would like to thank and appreciate the entire team of Reliance
Retail for their all-time support and also clearing all doubts which indirectly helped me in
understanding the strategy and cause and subsequent action taken in different stores of Reliance
on a daily basis.
And also I would like to thank my faculty Guide Dr T.K Chatterjee, for his continuous
support and help throughout my internship.
Zaid Hussain

3. Successful Completion Certificate

4. TABLE OF CONTENTS
❖ Executive Summary
❖ Analysis of Sector
❖ Objectives of Study
❖ Task Performed
❖ Research Methodology
❖ Company Analysis
❖ Findings and Tabulation
❖ Observation and Recommendation
❖ Limitation of the study
❖ Scope for future improvement
❖ Bibliography

5. LIST OF FIGURES AND TABLES
❖ Table 1: Age group of customer visiting Reliance Digital
❖ Figure 1: Gender of customers visiting Reliance Digital
❖ Table 2. Occupation of Customer
❖ Figure 2: First time customers and repeat customer
❖ Figure 3: Frequency of customers at Reliance Digital
❖ Figure 4: Customers visiting alone and in a group at Reliance Digital
❖ Figure 5: Who all accompanied customers at Reliance Digital
❖ Figure 6: Assessment of planned visit by customer at Reliance Trends
❖ Figure 7: Mission accomplishment by customers at Reliance Digital
❖ Figure 8: Shoppers visited other Reliance Retail formats
❖ Figure 9: Other Reliance Retail Formats visited by customers
❖ Table 3. Distance of Residence from Reliance Digital Stores
❖ Figure 10: Time taken to reach the store
❖ Table 4. Mode of Transport
❖ Figure 11: Level of satisfaction with current visit
❖ Figure 13: Satisfaction level for store specific attributes
❖ Figure 14: Satisfaction level for Brand

6. Executive Summary
The retail sector is one of the fastest growing sectors. It contributes above 10% of country’s GDP and also
contributes heavily to the employment of our country. Reliance retail is one of the major growing prominent players
of this industry. The whole study was based on the primary research which aimed at understanding various aspects
about the store, availability of products, conversion rate, footfall, other factors which influencing the sale of the
store.
The Reliance retail is one of the subsidiary of the Reliance Industries limited founded in 2006. Its retail outlet offers
foods, groceries, apparel and footwear, lifestyle etc.
The various categories in which they deal are:
1. Food and groceries
2. Consumer electronics
3. Fashion and lifestyle
The nationwide network of Reliance Retail offers a world class shopping environment and unmatched experience to
all its customers. Reliance Digital, Reliance Smart, Reliance fresh, Reliance Market, Reliance footwear are few of
the prominent retail stores of the company.
For this project, I was asked to take the interview from the customer visiting the store using the structured
questionnaire. They consisted of questions pertaining to various aspects of the stores such as Products, Services,
Facilities, Experience and Convenience. The results of my findings are presented in detail inside the report. I have
done the analysis of one store that is Reliance Digital and the results are presented in this report.
I would suggest that Reliance Stores needs to take care of little things which could make a bigger difference in
influencing the customer behavior. The major issues are related to distance between stores, availability of the latest
products, parking space, lack of awareness of Reliance One-Mobile linked Loyalty Programme and cleanliness.
Limitation of the study:
1. Location of the store
2. Working hours
3. Sample Size

7. Analysis of Retail Sector in India
Retail Industry in India is one of the fastest growing sector and also one of the fastest growing retail
industries in the world. It is the largest among all industries accounting above 10% in India’s GDP and
employs around 8% of the total workforce. India left behind china to reach the top position in retail
sales in 2017, which surpassed one trillion dollar mark.
Mainly the retail sector in India is divided into two parts:
1. Organized retail market - It is valued at around 60 billion dollar approximately 9% of the total
sector.
2. Unorganized retail market – It constitute around 91% of the total sector.
Forecast of the Industry
India retail market is expected to increase by 60% to reach 1.1 trillion US dollar by 2020. The major driving factor
behind is the change in the lifestyle, rising income of the middle class people and increased accessibility of digital
media. While the overall retail market is expected to grow at 12 % per annum, modern trade will also grow by twice
rate at 20% per annum.
Market size over the past few years (US$ billion)
1,400
CAGR 7.74%
1,200
1,000
800
600
400
200
0

8. Objective of Study
The objective of this study is to find out the consumer buying behavior at different outlets of reliance
retail stores. Also to find out the micro and macro variables this influences the buying behavior of a
customer during buying process of a certain products.
The major functions that were attributed to our activities are:
1. Market research
2. Analysing and observing customer behavior pattern in different retail outlets
3. Analysing the store limitation and discussing the same with the store managers to find out the solution so
that the customer’s need get satisfied.
4. Finding out whether Reliance Retail is well known amongst people of every age group and do people like
visiting the store alone or in a group. And how Reliance retail stores are better than other retail group.
5. Trying to figure out what is the distance between customer locations to the store and to analyze how it is
affecting the sales of the store.
6. Understanding whether the company is being customer friendly and is being able to meet the expectations of
the masses.
7. Being aware about the shortcomings in their retail outlets and explore the areas where it needs to improve
or innovate to tackle the competitors and stand out amongst your competitors.
8. Observing the behavioral pattern of the buyer and how it affects the store performance.
9. Making quantitative and qualitative reports based on the study done.

9. Task Performed
The concept which I learned in class, I was successfully able to apply all those concepts on the field during my
internship. Under this project Interns were entrusted with the role of evaluating customer shopping experience and
to understand the shopping behavior of the customers at different retail stores of Reliance Retail using structured
questionnaires by taking interview.
Daily Target to achieve:
1. Reliance Digital – 20 Interviews per day
2. Reliance Trends - 18 Interviews per day
3. Reliance Footwear – 15 Interviews per day
4. Reliance Jewels – 10 Interviews per day
5. Reliance Jio – 18 Interviews per day
Stores Covered:
1. Week 1- Reliance Digital
2. Week 2 – Reliance Trends
3. Week 3 – Reliance Footwear
4. Week 4 - Reliance Jewels
5. Week 5 – Reliance Jio
6. Week 6 – Reliance Jio
7. Week 7 – Reliance Fresh
Time of Collection-
Time of collection of my research study was of 2 month in which I was covering one particular store for one week. On
daily basis I spend 6-7hrs in each store for a week while try to interact with as many as customers.
The details are as follows:
• We were handed over some predefined set of questionnaire by the company.
• We asked those question(s) every-day to the customers and uploaded the response in a survey
monkey link provided by the company

10. • Later at the end of the SIP we were handed over with the data by the company to analyze it
quantitatively
• Apart from the quantitative analysis we have been asked to give qualitative report of each and
every store.
• Note down the customer Bytes which is the response of the customer and discussed the same
with store manager to improve the performance of the store
Analysis of task performed using AIDA concept:
Awareness: In this stage I have to show my presence and identify the customers or shopper. Though I
have to choose interviewee randomly but the selection and observation of a valid shopper is essential for
proper insight and evaluation of customer experience.
Interest: In this stage I ensure to drive interest among the shoppers by informing them about our role and
how we are working under this project for the improvement of shopping experience in future.
Desire: In this competitive environment it is very much essential to differentiate in a market. Reliance
retail by initiating this project tried to make emotional attachment with the shoppers of Reliance Retail.
By taking one to one interview and hearing their queries and feedback we tried to create desire in them
towards Reliance Retail
Action: In this stage I have to execute the action plan which I made to approach shoppers with the
structured questionnaires. Asking them the questions and then noting down the responses in the same
format which were provided during our interview.

11. RESEARCH METHODOLOGY
The project “Retail Shopper Buying Behavior and Experience Evaluation” provided to me by Reliance Retail has
been conducted by performing a Primary Market Research. I worked in 6 different Reliance Retail stores
throughout 7 weeks after 1 week of on-campus training. The weekly period was distributed as follows:
Week Store Sample Size
1 Reliance Digital 108
2 Reliance Trends 93
3 Reliance Footprint 78
4 Reliance jewel 50
5-6 Reliance Jio 90
7 Reliance fresh 86
Research Objective
1. To study customer buying behavior and the satisfaction level at different Reliance Retail
outlets in Kolkata
2. To know about the customer awareness towards Reliance Ajio.com.
3. To also analyse the variables affecting or influencing the customer buying behave
Research Problem:
To make a comprehensive research on finding out the attributes and factors influencing customer
buying behavior and evaluation of customer shopping experience non shoppers were also
included in the sample size.
Type of Research:
Descriptive type research has used to complete the project. This research is based on fact finding
enquires and the variables are totally independent and uncontrollable. This kind of descriptive
study is helpful in the following ways:
1. Understand the characteristics of the group or Individual in a given situation
2. Systematically think and observe about various aspects in a given situation

12. 3. Give Recommendations for further probing, improvement and research.
Data Collection:
Data are mainly collected using structured questionnaire. There were around more than 50
questions in the form. All the data collected are primary data not the secondary data. Data
Collection method of study was Obtrusive method, in which we were required to interact with
people. As a part of the project work I could have only take Interview from any shopper visiting
the store whether he or she buys or not.
In this kind of interview we could get a proper insight about their preferences, clarify doubts and
ensure questions are properly understood. We could also pick some non-verbal cues from the
customers about the stores.
There were also certain drawbacks that some of them felt discomfort while answering those
questions and some of them were unsure about the anonymity of responses.
Sampling Technique
Random sampling is used for research project. Data have been collected randomly from any people but keeping in
mind about the proportionately of Gender, Age and Sex. No biasness on the basis of Income, culture etc.
Few parameters of the questionnaires included but were not restricted to the following:
• Prices of Products in the Store
• Store Staff interaction
• Availability and Variety of Products in the store
• Product Quality
• Reliance One Mobile linked Loyalty Programme
• Overall Checkout Experience

13. Company Analysis
Reliance Industries is India’s largest private sector company on almost all sectors. It was India’s first
private sector organization to be listed in the global Fortune 500 list. It is one of the most profitable
companies of India.
Reliance Industries operates in the following sectors:
1. Hydrocarbon Exploration and Production
2. Petroleum Refining and Marketing
3. Petrochemicals
4. Retail and Telecommunications
About Reliance Retail Limited:
Reliance Retail ltd is one of the subsidiary companies of Reliance industries ltd. It was founded in
2006. It is one of the largest retail group by revenue. The company’s outlets also provide groceries.
It focuses on consumer goods, durables, travel services, energy, entertainment and leisure, and
health and well-being products, as well as on educational products and services. It had a total of
3,837 stores in April 2018 in India with an area of over 17.7 million square feet across 750 cities,
with yearly revenue of over ₹690 billion.
Key Facts:
1. Rs 1,30,566 crores revenue in financial year 2019
2. EBITDA of Rs 6201 crores in financial year 2019
3. 10,415 stores.
4. 22 million square feet area
5. More than 6600 cities and still growing
6. More than 5 million customers served every week
7. More than 50 million Reliance one loyalty membership base
8. More than 1,13,000 people employed.
9. More than 500 metric tones fruits and vegetables sold every day
10. More than 100 distribution centres across 23 states
11.More than 8 million square feet of warehousing space

14. Different Brands of Reliance Retail Limited
1. Reliance Fresh: Reliance Retail started its journey in 2006 with the opening of its first
Reliance Fresh store. Today Reliance Retail operates 566 Reliance Fresh and Reliance
Smart stores and sells over 200 metric tonnes of Fruits and over 300 metric tonnes of
Vegetables every day.
2. Reliance Smart: Reliance Smart is a new age supermarket serving the needs of today’s
smart and value seeking customers. Reliance smart has made grocery shopping even
simpler and convenient by bringing it to customers door step.
3. Reliance Market:. Reliance Market is the wholesale cash and carry store which aims at
supporting the smooth distributing system. Currently it has 46 stores with over 2.5
million member partner.
4. Reliance Digital: Reliance Retail has the distinction of operating the largest consumer
electronics store chain in India through a network of around 2,000 Reliance Digital and
Reliance digital express mini store in India. It operates in around 600 cities in India. It
offers over 200 national and international brands offering a widest assortment of products
spanning across Audio & Video products, Digital Cameras, Durables like Air
Conditioners, Refrigerators, Washing Machines, Microwave Ovens, Water Purifiers,
Kitchen and Home Appliances, Gaming Consoles & Games, Computers, Laptops,
Tablets & Peripherals, Mobile and Fixed line instruments as well as a wide range of
accessories and new-age gadgets across all major product categories.
5. Reliance Jio: Reliance jio caters to the need of growing demand of mobility products
like sim Card of Jio, Broadband services, mobile phones, tablets and accessories. It has
grown to become India’s largest retail chain with presence over 6000 cities.
6. Reliance Trends: Reliance Trends is a leading lifestyle retail chain with over 676 retail
stores across India. Reliance Trends offers stylish, high-quality products across
Womenswear, Lingerie, Menswear, Kids-wear and fashion accessories through a
diversified portfolio of own brands, national and international brands.
The own brand portfolio of Trends includes:
• Rio - a vibrant range of snazzy trends for young women
• Fig - fashion wear for discerning, independent & working women
• Avaasa - a range of Indian wear for women offering the finest collection of Salwar

15. Kurtas, Churidars and a fast evolving Mix n Match range of garments
• Fusion – a range of fusion wear for women where east meets west & style meets comfort
• Hushh - the lingerie line for women offers an extensive range of innerwear and
sleepwear
• Frendz - range of garments that complements the wardrobes of the growing generation
of boys and girls
• Pureza – a collection of pure Cotton & Linen shirts for men
• Network – offering a range of garments which comprises of formal office wear
collection for men and women
• Netplay - range showcases a smart casual collection for the evolving workplace
• The DNMX - range has been developed with a clear focus on the youth of India, offering
them exclusively crafted fashion garments like Denims, T shirts etc.
• Performax - the specialized sportswear or active wear brand, which supports
performance in sporting activity
• Graviti - the innerwear range for men offering the best of inner and lounge wear
• Point Cove – Kidswear brand that features bold colors bringing the California spirit to
India
7. Reliance Petro Pump: It is an another retail outlet of Reliance retail ltd which caters to the need
of petroleum products to the public
8. Reliance Footprint: Reliance Footprint is a leading specialty family footwear retailchain
that caters to the footwear needs of the entire family. Reliance Footprint offers widest range
of international, domestic and Reliance owned brands across men’s footwear, women’s
footwear, kid’s footwear, handbags, backpacks, luggage, socks, belts, wallets and shoe care
products.
9. Footprint 360: Footprint360 offers a wide collection of footwear and accessories at a
convenience of click to be delivered at your doorsteps or pick-up from the nearest store.
10. Reliance Jewels: Reliance Jewels is India’s leading fine jewellery retail chain. With its
first store opening in 2007, Reliance Jewels today extends its reach to 143 stores across
India. At Reliance Jewels, customers are assured of the widest range, stunning designs,
guaranteed purity & quality and a pleasant shopping experience. Reliance jewels has
expanded its horizon rapidly. Available in Stand Alone and Shop in Shop format.
11. AJIO.COM: It is the Reliance retail’s first pan-Indian ecommerce venture where It
believes that they serve their customers by catering to their need according to their
demand. It deals in various catergories like menswear,womenswear, Kidswear and
technology.

16. Different Retailing Models used by Reliance Retail Limited across Different formats
1. Low cost Retailing Model – These are based on volume of goods sold. Here retailers address the mass market
and sell large numbers of the product for lower prices than market. The main objective is to generate as much
cash flow as possible and also to reach to maximum number of people as possible. The focus is mainly over
price than the quality and they exist solely to sell the product rather than the company. In this type of model
Reliance retail uses wide range of products with various varieties, sizes etc to cater the need of every group
of customers.
• Example: Reliance Smart follows a Low cost retailing model. They offer minimum of 5% discount on
every product of the store, but further more discount depends upon festival, near expiry and many
more factors.
2. Premium Retailing Model- In this case they aim to create a brand name and sell high quality product and
focus on customer loyalty. The main objective is to compete with the top existing players in the market.
• Example: Reliance Digital runs in a premium retailing model.
3. Ecommerce platform model- Retail businesses can make use to sell their product online and connect to
customer. Many existing players have adopted this step to increase their sales. This model is wholly based
on the digital media and internet accessibility and hence it requires less man-power requirement. It involves
no cost of physical stores.
• Example: Ajio.com follows the above model as companies like Lee cooper, Levis Struss, WrongOn sell
their product through this particular apparel platform.
4. Deal/ Flash sale model – Customer can use coupon codes to buy items at discount. This concept is used to
drive sales in a bulk.
• Example: Reliance Trends and Smart operate in this model too during end of sale season.

17. Findings and Tabulation
As per the project of Market Research, I was asked to get the questionnaires filled from the customers visiting the
following stores:
1. Reliance Digital
2. Reliance Trends
3. Reliance Fresh
4. Reliance Jewels
5. Reliance Footwear
6. Reliance Jio
Later as a part of the Internship I was asked to give the quantitative analysis of any one store. So I did quantitative
analysis on Reliance Digital
• Out of the total customers, 19.10% were female and 80.90% were male.
• 45% of the customers visiting the store came alone, whereas 55% came in groups. Out of the customers who
came in groups, 18.37% came with their spouse, 10.20% were accompanied by their kids, 14.28% visited with
their relatives and the remaining 51% came along with their friends or neighbors.
• Out of all the customers, 78% of them visit other Reliance stores as well, whereas 22% of the customers do not
shop at other Reliance Stores at all. Among the customers who visit other stores, 17.89% of them visit the Jio
Stores, 31.05% visit the Reliance Trends, 8.95% visit Reliance Footprints, 6.84% visit Reliance Digital, 6.84%
visit Reliance Smart and 4.21% visit Reliance Market, 5.26% Reliance jewels, 14.74% visit Reliance Fresh.
• 67.42 % of the total customers shop online where as 32.58% do not use the online platform for shopping. Out of
those who shop online 40.55% are aware of AJIO.com whereas 59.55% are still not aware of the same. Out of it
83.02% shopped from Ajio.com.
Shopper Profile:
• Who shops at Reliance Store?
• What’s their demographic profile – age, gender, occupation
• How often they visit
• Who all accompanied in shopping

18. Table 1. Age group of customer visiting Reliance Digital
16 -25 years 48.31%
26 - 35 years 29.21%
36 - 45 years 16.85%
46 - 60 years 5.62%
The above table shows the percentage of total customers belonging to a particular age group. According to the table,
majority of the customers fall under the age group of 26-35 years.
Figure 1: Gender of customers visiting Reliance Digital
Table 2. Occupation of Customer
Businessman / Industrialist / Big trader / Contractor (Employing more than 10
workers) 9.09%
Junior Executive Officer (Private Sector/Govt. Employee), Clerical staff,
School teacher (Primary/Secondary), Armed Forces (Non-officer cadre) 14.77%
Middle/ Senior Executive Officer – Govt. employee/Armed forces (Officer
cadre), Corporate executive (Senior/Middle level), School Principal, College
Lecturer, University Professor, Doctor/Nurse/Compounder employed with
hospital / clinic 10.23%
Salesman/ Store Associates, 3.41%
Self Employed Professional: Doctor / Lawyer/Advocate / Chartered
Accountant / Architect / Management Consultant (with independent practice),
Artist, Author 4.55%
Skilled/ Unskilled worker, Farm worker, Urban household domestic worker,
Sanitation Worker (Safai Karmchari), Industrial worker 2.27%
Small Shop Owner, Small trader, Hawker 7.95%
Student 39.77%
19.10%
80.90%
Female
Male
Gender
Total

19. Supervisor: Industrial / Construction / Service sector supervisor / Team leader
level supervisor (Non-managerial white collar worker) 3.41%
Unemployed 4.55%
Figure 2: First time customers and repeat customer
Figure 3: Frequency of customers at Reliance Digital

20. Figure 4: Customers visiting alone and in a group at Reliance Digital
Figure 5: Who all accompanied customers at Reliance Digital
Alone
45%
In a Group
55%
Accompaniement
1
25
5
9
7
8
Colleagues
Friends/ neighbours
Kids
Parents
Relatives
Spouse – wife/ husband
Who all accompanied
Total

21. Figure 6: Assessment of planned visit by customer at Reliance Trends
Figure 7: Mission accomplishment by customers at Reliance Digital

22. Interpretation:
Student accounts for large percentage who visit to the stores, followed by the junior and Middle executive
officer. This is because the store is located inside the mall which is a residential area for students and
employees. The foremost visitors from the age group of 16-35. Male visitors are dominant here in Trends
probably due to the location of the store. Large proportion is of frequent visitors with frequency of once in
every six months in a high percentage. The visit of the customers is 53% planned and they love to shop with
their friends as 53% of them visit with their friends. Out of the 89 shoppers, 49.44% were able to buy things
which they wanted and 12.36% were not able to buy because of unavailability of product and less variety
Acquaintance with other Reliance Retail stores:
• Have the shoppers visited other RR formats
• Which formats have they visited
Figure 8: Shoppers visited other Reliance Retail formats
22%
78%
Other Format Visited
No Yes

23. Figure 9: Other Reliance Retail Formats visited by customers
Interpretation:
Most of customers that are 78% visiting the Reliance Digital were aware of other Reliance Retail stores. The
Reliance Trends which is widely accepted by the shoppers of Kolkata as a trustable retail store for Apparels
and that probably could be reason that large share (31.05%) of the customers have visited Reliance Trends.
The second most frequent visits are done for Jio store which is 17.89%.
17.89%
6.84%
8.95%
14.74%
5.26%
4.21%
4.21%
6.84%
31.05%
Jio Stores
Reliance Digital
Reliance Footprint
Reliance Fresh
Reliance Jewels
Reliance Market
Reliance Petrol Pump
Reliance Smart
Reliance Trends
Other format visited
Total

24. Catchment Analysis:
• How far shoppers stay from the ‘store’?
• How do they travel and time taken to reach the ‘store’?
Table 3. Distance of Residence from Reliance Digital Stores
1 km - 2kms 2.25%
2.1 km - 3 kms 11.24%
3.1 - 5 kms 31.46%
5.1-10 kms 25.84%
More than 10 kms 29.21%
The above table explains how much the customers are willing to travel to purchase from a Reliance Fresh store. We can
clearly observe that the customers staying nearby constitute the majority and are not willing to travel long distances to
purchase from the store.
Figure 10: Time taken to reach the store
29.21%
34.83%
17.98%
2.25%
11.24%
4.49%
11-15 minutes
16-30 minutes
31-60 minutes
5-10 minutes
61-90 minutes
More than 90 minutes
Time taken to reach the store
Total

25. Table 4. Mode of Transport
2 Wheeler 23.86%
Auto rickshaw / Cab 13.64%
Bus 28.41%
Car 29.55%
Local train/ Metro 4.55%
The above table shows the Mode of Transport used by the customers for coming to the store. It helps the company to
allot space for parking accordingly and improve the experience of customers visiting the store. From the above table it is
very clear that most of the customers use 2-Wheelers and car. Hence, most of the parking spaces needs to be allotted for
the 2-Wheelers and cars
Interpretation:
Most of the customers comes to this store from the distance which is neither close nor too far from the location of
the store which is 31.46% travels 3-5 kms and 29.21% travels more than 10 km. The location Maniktala road where
store is located is a prime location for residential and commercial purpose. Car is the mode of transport used by
29.55% and 28.41% uses bus as a mode of transport.
Overall Shopping Experience
• Will shoppers visit the store again
• Will they recommend the store to others
• How satisfying was their ‘current visit’

26. Figure 11: Level of satisfaction with current visit
Figure 12: Willingness of customers to shop again and recommend it to peers
Interpretation:
The overall dissatisfaction level is very low; however, they are certain attributes which led to customer dissatisfaction
but due to the good overall satisfaction level, 75.21% of customers wants to shop again and 94.02% of them would
recommend the store to their friends, family and relatives.
0.85%
2.56%
6.84%
66.67%
23.08%
Very dissatisfied: 1
Somewhat dissatisfied: 2
Neither satisfied nor dissatisfied: 3
Somewhat satisfied: 4
Very satisfied: 5
Overall satisfaction with current visit
Very dissatisfied: 1 Somewhat dissatisfied: 2
Neither satisfied nor dissatisfied: 3 Somewhat satisfied: 4
Very satisfied: 5
0.85%
23.93%
75.21%
No
Maybe
Yes
Shop again
No Maybe Yes
1.71%
4.27%
94.02%
No
Maybe
Yes
Recommend the store
No Maybe Yes

27. Satisfaction level of individual attribute of the store
Figure 13: Satisfaction level for store specific attributes
Interpretation
The major interpretation from here is unawareness about the mobile linked loyalty programme and not happy with the
time taken for billing.. For rest of the attributes the dissatisfaction level among customers is very low. However,
customers choosing ‘neither satisfied nor dissatisfied’ option need to be look upon to as they can lead to dissatisfaction
later if not improved. These attributes are availability of latest products, assistance information and demonstration,
discounts and offers and option for extended warranty.
Sum of Availability of products
Sum of Variety and range of products
Sum of Prices of the products
Sum of Store staff interaction
Sum of Time taken for billing
Sum of Cleanliness inside the store
Sum of Space for movement inside the store
Sum of Lighting/illumination inside the store
Sum of Promotions, offers and discount schemes
Sum of Overall checkout experience
Sum of RelianceOne mobile linked loyalty programme
Sum of Parking facility for the store
Sum of Signboards and directions to easily locate…
Sum of Airconditioning inside the store
Sum of Product quality
Sum of Toilet washroom facilities
Sum of Availability of latest products/ Models
Sum of Assistance,information and demonstration…
Sum of option for extended warranty AMC/After sale…
29
28
38
14
13
3
7
6
32
25
10
6
23
8
18
7
41
35
39
0
0
2
1
42
1
0
2
7
15
57
45
1
0
1
62
0
0
3
8
11
12
3
2
0
0
0
12
4
4
0
1
1
0
0
9
4
6
41
33
26
40
20
41
40
39
26
24
14
20
57
44
36
14
33
36
34
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
11
17
11
31
12
44
42
42
12
21
4
18
7
36
34
6
6
14
7
Attribute level satisfaction
Neither satisfied nor dissatisfied: 3 No Response: 9 Somewhat dissatisfied: 2
Somewhat satisfied: 4 Very dissatisfied: 1 Very satisfied: 5

28. Brand Level Satisfaction
Figure 14: Satisfaction level for Brand
Interpretation
The overall brand level satisfaction is good. Most of the customers have trust on Reliance Retail stores and have a faith
that they will get best services at Reliance. A total of 64% customers do somewhat agree that they shop at this Reliance
Digital because it is a Reliance Retail store which shows a good brand image among the shoppers of Reliance digital.
Sum of I shop at this store because it is a Reliance store
Sum of I get the best quality and genuine products at a…
Sum of I get the best prices on products at a Reliance store
Sum of I trust the Reliance brand name
Sum of Reliance stores sells the latest and trendiest products
Sum of I have faith that I will get best service at a Reliance…
Sum of Reliance stores are meant for people like me
5
6
12
24
10
10
15
0
0
0
0
0
0
0
27
28
35
15
35
35
25
0
0
1
0
0
0
0
57
49
32
50
44
44
49
0
6
9
0
0
0
0
Brand level satisfaction
Completely agree (5) Completely disagree (1) Neither agree nor disagree (3)
No Response (9) Somewhat agree (4) Somewhat disagree (2)

29. Online Behaviour
Online behaviour of the customers
Interpretation
Customers are shopping online, but most of them are not aware of E-commerce AJIO.com as well, and also they
are not shopping much from the platform.
32.58%
67.42%
No
Yes
Shop Online
Total
83.02%
16.98%
No
Yes
Bl…
Aware of Ajio.com
83%
17%
0%
Total
No Yes Blank

30. OBSERVATIONS AND RECOMMENDATION
Store Name: Reliance Digital
1. Many prospects find difference in the bank or any financial institution policies. As for example one customer
was comparing the interest rate of the same product with other retail outlet to be lesser than what Reliance digital
is charging.
2. I have also observed that the salesmen interact with selective people based on their perception towards prospects.
3. Less display of electronic items like TVs, Washing machine due to small space.
4. Overall the employee behavior was good.
Store Name: Reliance trends
1. Footfall is really very less as compared to other reliance trends. The major factor behind this is the location of the
store. It is situated near the shopping mall not inside it which is playing a negative role for the low footfall.
2. Also there is a low varieties and range of products available in that particular store. There were only 12-15
brands in female department.
3. Employee behavior was good.
4. Conversion rate of the store was also good. It was around 32-35 percent.
5. Customers mainly come from the nearby areas. And nearby areas are very less populated since it is developing.
Store Name: Reliance footwear
1. Employee behavior was not up to the mark. Salesmen were very casual during their work which is really very
unprofessional.
2. Also the varieties and range of the products inside the store were less.
3. Sales of other products like Bags, luggage etc was higher than the footwear products.
4. Prices of the products were also higher than the other retail outlets like Khadims, BATA and local brand
Sreeleather.
Store Name: Reliance jewels
1. There is a chance of getting good footfall since it is inside the store but it is not happening. The reason behind it
is very small space allocated to this store. It is a stall within the Reliance trends which the customers generally
ignore. There is a need to change the perception of the customers.
2. Footfalls are generally high during evening time.
3. Most of the Customers are not aware of its presence so they cannot make any plan in advance to visit.
4. There was a lighting problem as well. Generally jewellery stores are very luminous but in this case it is not
luminous as other store.
Store Name – Jio Store

31. 1. Small space movement - Considering footfall of the store area of space movement was small. During peak hours
there used to be a chaos kind of situation inside the store.
2. Out of every 5 customers almost 2 used to come for the replacement of lost sim card. Most of customers were not
convinced and happy with the new process of getting new sim card.
3. Customers were also complaining about the timing of server. Timing for the replacement and the port of the sim
card is till 6pm.
4. Customers were also giving positive feedback for the free services providing by the jio. While on the other hand
company like Airtel charges Rs 300 for the replacement of lost sim card.
5. Good employee behaviour - Employees are good in handling customer issues.
6. Demand for the LYF phone is also good. On an average 2-3 mobile phone used to get sold.
7. There is a very low demand of mifi device.
8. Area where store is located there was a connectivity problem. There is a need of improving connectivity of jio.
Store Name – Reliance Fresh
1. Store footfalls are good. Mostly people come from nearby areas during morning time.
2. Customers were not happy with the cleanliness inside the store in vegetable department. So cleanliness should be
taken into consideration to improve customer experience
3. Employee behavior towards the customers was good and professional.
4. Varieties and ranges of the products were also good.
5. Parking facilities near the store was not good and spacey and most of the customers find difficult to park their
vehicles. So parking facilities with some good space should be provided since most of the customers uses their
vehicles to reach the store

32. LIMITATION OF THE STUDY
• Sample size was very small, if individual store is taken into consideration. For Reliance Digital I had 89 sample.
With large sample size the survey can be done more precisely.
• The questionnaires provided to me were very lengthy. A lot of time customers seemed to answer in a
disinterested manner which reduces the validity of their responses.
• Employees of the store are generally busy and stick to their tight schedule which limited the scope for me to gain
deeper insights of the project and its implication on the overall business of the Reliance Retail.
• I was told to only interact with customers when they are leaving the store. Couldn’t interact with customers while
shopping or anywhere else to get deeper understanding of their shopping behaviour.

33. SCOPE FOR FUTURE IMPROVEMENT
• The project was bit monotonous; data analysis was done during the last week, rest for 7 weeks there was only
data collection. The project could be designed in a manner where students can have a better understanding of
Retail and its operations, marketing and branding so that students could learn and contribute in the Retail side of
business.
• There was no physical interaction with the company guide; all conversation happened on text/email/call. Maybe
someone from marketing and customer service department should visit twice or thrice during the internship
period.
• Apart from taking interviews this project could be also designed in such a way so that deeper insights of the
customers could obtained by analysing their past purchase from the stores and strategise accordingly.

34. BIBLIOGRAPHY
• https://www.ril.com/
• https://relianceretail.com/key-facts.html
• https://relianceretail.com/our-business.html