STUDY ON CUSTOMER PREFERENCE TOWARDS RELIANCE FRESH WITH SPECIAL REFERANCE TO RELIANCE FRESH COURT CIRCLE DHARWAD.

Executive summary The India Retail Industry is the largest among all the Industries, accounting over 10% of the countrys GDP and around 8% of the employment. The retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. But all of them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them. The The important aspect in the marketing field is to analyze the customer needs and thoughts. It is essential to know the customer preference before marketing any product. Customer preferences are changing day to day as per their needs. So it is important to analysis the customer preference to market a product. The main function of marketing is to analyze the customers mindset and then advertising about the product begins. The customer satisfaction is the fundamental thing in any business organization. The Research work STUDY ON CUSTOMER PREFERENCE TOWARDS RELIANCE FRESH WITH SPECIAL REFERANCE TO RELIANCE FRESH COURT CIRCLE DHARWAD, analysis the customer preference towards Reliance fresh especially Reliance in-house brand products. To understand customer choice type of store in buying FMCG products and to understand consumer preference towards Reliance Fresh with respect to its competitors. The study aims to understand the selection of brands in store and to know those areas which require improvement. Knowing the customer preference towards Reliance Fresh and to know what is the customer opinion and preference towards Reliance in-house brand products this study is done.

The research design is a descriptive research design and primary data have been collected through 100 questionnaires with 14 questions.

1. Introduction1.1 BackgroundRetailing in India is one of the pillars of its economy. The Indian retail market is estimated to be US$ 500 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people.As of 2013, India's retailing industry was essentially owner manned small shops. In 2010, larger format convenience stores and supermarkets accounted for about 4 percent of the industry, and these were present only in large urban centers. India's retail and logistics industry employs about 40 million Indians (3.3% of Indian population).Until 2011, Indian central government denied foreign direct investment (FDI) in multi-brand retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic process.Organised retailing, in India, refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the publicly traded supermarkets, corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses.Unorganised retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local corner shops, owner manned general stores, pan/beedi shops, convenience stores, hand cart and pavement vendors, etc.Most Indian shopping happens in open markets or numerous small grocery and retail shops. Shoppers typically wait outside the shop, ask for what they want, and cannot pick or examine a product from the shelf. Access to the shelf or product storage area is limited. Once the shopper requests the food staple or household product they are looking for, the shopkeeper goes to the container or shelf or to the back of the store, brings it out and offers it for sale to the shopper. Often the shopkeeper may substitute the product, claiming that it is similar or equivalent to the product the consumer is asking for. The product typically has no price label in these small retail shops, all packaged products must display the maximum retail price above which the product cannot be sold. It is a criminal offence to do so. The shopkeeper can price the food staple and household products arbitrarily, and two consumers may pay different prices for the same product on the same day but never will that price be above the maximum retail price. Price is rarely negotiated between the shopper and shopkeeper. The shoppers usually do not have time to examine the product label, and do not have a choice to make an informed decision between competitive products.The Indian retail industry has presently emerged as one of the most dynamic and fast paced industries as several players have started to enter the market. It accounts for over 10 per cent of the countrys gross domestic product (GDP) and around eight per cent of the employment in India. The country is today the fifth largest global destination in the world for retail. Several corporates have planned to exploit the opportunities in the Indian retail space, such as Reliance Industries Ltd (RIL), which has lined up capital expenditure of Rs 1.8 trillion (US$ 28.94 billion) for the next three years for its petrochemicals, telecom and retail ventures.With the growth in the retail industry, the corresponding demand for real estate is also being created. Further, with the online medium of retail gaining more and more acceptance, there is a tremendous growth opportunity for retail companies, both domestic and international.Market SizeIndias retail market is expected to double to US$ 1 trillion by 2020 from US$ 600 billion in 2015 driven by income growth, urbanization and attitudinal shifts, highlighted the Boston Consulting Group and Retailers Association of Indias report titled, Retail 2020: Retrospect, Reinvent, Rewrite.While the overall retail market will grow at 12 per cent per annum, modern trade will grow twice as fast at 20 per cent per annum, and traditional trade at 10 per cent, according to a report titled Retail 2020: Retrospect, Reinvent, Rewrite by Boston Consulting Group and Retailers Association of India.The retail spending in the top seven Indian cities of India currently amounts to Rs 3.58 trillion (US$ 57.56 billion), with organised retail penetration at 19 per cent in 2014. It is expected that the online retail will be at par with the physical stores in five yearsIndia is expected to become the worlds fastest growing e-commerce market on the back of robust investment activity in the sector and the rapid increase in internet users. It is expected that Indias e-commerce market will grow from US$ 2.9 billion in 2013 to over US$ 100 billion by 2020.E-tailers are betting on more Indians switching to shopping online, with a projection of 200 million new consumers by 2017, according to a report released last year by Accel India,The retail sector has been at the helm of Indias growth story. The sector has evolved dramatically from traditional village fairs, street hawkers to resplendent malls and plush outlets, growing from strength to strength. According to the Indian Council for Research on International Economic Relations (ICRIER), India is the seventh-largest retail market in the world, and is expected to grow at a CAGR of over 13% till FY12. In FY07 retail sales reached Rs 13,300 bn and amounting to around 33% of Indias GDP at current market prices1. According to the Central Statistical Organisation (CSO) estimates, the total domestic trade (both retail and wholesale) constituted 13.0% of countrys GDP in 1999-2000, which has gone up to 15.1% in FY07.During the last few years, the Indian retail market has seen considerable growth in the organised segment. Major domestic players have entered the retail arena and have ambitious plans to expand in the future years across verticals, formats, and cities. For example, companies like Reliance, Tata, Bharti, Adani Enterprise, have been investing considerably in the booming Indian retail sector. Besides, a number of transnational corporations have also set up retail chains in collaboration with big Indian companies.The Indian retail sector is highly fragmented and the unorganised sector has around 13 million retail outlets that account for around 95-96% of the total Indian retail industry. However, going forward, the organised sectors growth potential will increase due to globalisation, high economic growth, and changing lifestyle. Moreover, high consumer spending over the years by the young population (more than 31% of the country is below 14 years) and sharp rise in disposable income are driving the Indian organised retail sectors growth. Even small towns and cities are witnessing a major shift in consumer lifestyle and preferences, and have thus emerged as attractive markets for retailers to expand their presence.Although the growth potential in the sector is immense, it is not without challenges that could slow the pace of growth for new entrants. Rigid regulations, real estate costs, high personnel costs, lack of basic infrastructure, shrinkage, and highly competitive domestic retailer groups are some such challenges. Additionally, resource constraints at shopping mall projects are also delaying completion and disrupting many retailers entry strategies.Retail Formats in IndiaMom-and-pop stores:These are generally family-owned businesses catering to small sections of society. They are small, individually run and handled retail outlets.Category killers:Small specialty stores have expanded to offer a range of categories. They have widened their vision in terms of the number of categories. They are called category killers as they specialize in their fields, such as electronics (Best Buy) and sporting goods (Sport Authority).Department stores:These are the general merchandise retailers offering various kinds of quality products and services. These do not offer full service category products and some carry a selective product line. K Rahejas Shoppers Stop is a good example of department stores. Other examples are Lifestyle and Westside. These stores have further categories, such as home and decor, clothing, groceries, toys, etc.Malls:These are the largest form of retail formats. They provide an ideal shopping experience by providing a mix of all kinds of products and services, food and entertainment under one roof. Examples are Sahara Mall, TDI Mall in Delhi.Specialty Stores:The retail chains, which deal in specific categories and provide deep assortment in them are specialty stores. Examples are RPGs Music World, Mumbais bookstore Crossword, etc.Discount stores:These are the stores or factory outlets that provide discount on the MRP items. They focus on mass selling and reaching economies of scale or selling the stock left after the season is over.Hypermarkets/ Supermarkets:These are generally large self-service outlets, offering a variety of categories with deep assortments. These stores contribute 30% of all food and grocery organized retail sales. Example: Big Bazaar.Convenience stores:They are comparatively smaller stores located near residential areas. They are open for an extended period of the day and have a limited variety of stock and convenience products. Prices are slightly higher due to the convenience given to the customers.E-tailers:These are retailers that provide online facility of buying and selling products and services via Internet. They provide a picture and description of the product. A lot of such retailers are booming in the industry, as this method provides convenience and a wide variety for customer. But it does not provide a feel of the product and is sometimes not authentic. Examples are Amazon.com, Ebay.com, etc.Vending:This kind of retailing is making incursions into the industry. Smaller products such as beverages, snacks are some the items that can be bought through vending machines. At present, it is not very common in India. Major Players in RetailReliance Retail Limited Reliance RetailLtd. is a subsidiary company ofReliance Industries. Founded in 2006 and based inMumbai, it is the largest retailer in India in terms of revenue.Its retail outlets offer foods, groceries, apparel and footwear, lifestyle and home improvement products, electronic goods, and farm implements and inputs. The companys outlets also provide vegetables, fruits and flowers. It focuses on consumer goods, consumer durables, travel services, energy, entertainment and leisure, and health and well-being products, as well as on educational products and services.Future Group Big Bazar Big Bazar is the chain of retail stores of the big banner pantaloon retail (India) Ltd which in turn segment of the Kishore Biyani, regulated Future Group of Companies. Moreover the customer friendly ambiance and the organized retailing of products. Big Bazaar ,the flagship retail chain of the Future Group, is on the verge of achieving a unique milestone in the History of World Retail by being the first hypermarket format in the globe to rollout fastest 101 stores in a short span of seven years

Aditya Birla Retail Limited Aditya Birla Retail Limited (ABRL)is the retail arm ofAditya Birla Group company.ABRL is the fourth largest supermarket chain in the country after Future Group, Reliance Retail and D-Mart.It operates two different store formats - Supermarket and Hypermarket under the brandmore. It has about 494 supermarkets and 16 hypermarkets around the country.ABRL plans to open 100 supermarkets and 6-8 hypermarkets. To fund this expansion, ABRL has borrowed Rs 500 crore from Yes bank. Besides this, it has decided to increase its borrowing limit to Rs 7,500 crore from Rs 5,000 crore.Aditya Birla Retail Limited provides customers products under its own labels. Private label Food Brands include Feasters, Kitchen's Promise, and Best of India. Home & Personal care brands include Enriche, 110%, Pestex, Paradise and Germex.

1.2 PurposeThe purpose of this research is to identify the customer preference about Reliance Fresh. This research is based on primary data. This study focuses on the customer preference towards Reliance Fresh and Reliance in-house brand products. It aims to understand the selection of brands in store and to know those areas which require improvement.

1.3 Importance of StudyCustomer preference is not constant, it is depend on the customer need and want. To know the customer preference towards Reliance Fresh and to know what is the customer opinion and preference towards Reliance in-house brand products this study is done.

1.4 Research Objective To understand customer choice type of store in buying FMCG products. To understand consumer preference towards Reliance Fresh with respect to its competitors. To determine customer preferences towards Reliance in-house brand products. To understand the factors that influence the customers in buying Reliance in-house brand. To measure the satisfaction level of consumers towards Reliance in-house brand products and store as whole.

1.5 Limitations of the Study This study limits only to Dharwad area. Its only 2 months period. Some of the persons were not so responsive. I was assigned just one store, so responses and learning was limited.

1.6 Introduction to the Company

Dhirubhai AmbaniFounder and Chairman

Dhirubhai Ambani (28 December 1932 6 July 2002) epitomised the dauntless entrepreneurial spirit of a visionary always on the march to change the destiny of a nation. Acclaimed as the top businessman of the 20th century and lauded for his dynamic, pioneering and innovative genius, Dhirubhai was an inspiring leader with sterling qualities. His success story fired the imagination of a generation of Indian entrepreneurs, business leaders and progressive companies. For many, he still remains an icon, a role model to be emulated.Dhirubhais unique vision redefined the potential of the Indian corporate sector and he challenged conventional wisdom in several areas. He was probably the first Indian businessman to recognise the strategic significance of investors and discover the vast untapped potential of the capital markets and channelize it for the growth and development of industry. The corporate philosophy he followed was short, simple and succinct: Think big. Think differently. Think fast. Think ahead. Aim for the best. It was under Dhirubhais visionary leadership the Reliance Group emerged as the largest business conglomerate in India, and carved out a distinct place for itself in the global pantheon of corporate giants.During the course of his entrepreneurial mission, Dhirubhai set a number of revolutionary precedents. His contributions to the social and economic development of the nation were many and recognised by numerous national and international organisations. He was conferred with prestigious awards and titles such as the Lifetime Achievement Award (The Economic Times), Man of the Century (Chemtech Foundation), Indian Entrepreneur of the 20th Century (FICCI), and many more.He visualised the growth of Reliance as an integral part of his grand vision for India. He was convinced that India could become an economic superpower within a short period of time and wanted Reliance to play an important role in realising this goal. Today, the Group's turnover represents nearly 3 percent of India's GDP.

Mukesh D AmbaniChairman and Managing Director

Mukesh Ambani joined Reliance in 1981 and became its Chairman and Managing Director in 2002. An extreme innovator and believer in game-changing businesses of the future, Ambani is known for challenging conventional wisdom and spotting opportunities quickly. For his vision and leadership in ushering the telecom revolution, Ambani was awarded the World Communication Award for the Most Influential Person in Telecommunications by Total Telecom and Telecom Man of the Year by the Voice and Data magazine.From path-breaking initiatives in oil and gas exploration to production, Ambani led Reliances foray into new frontiers and, thereby, helped it to discover Indias largest natural gas field, KG-D6. He sees a huge opportunity in transforming the agriculture sector through Reliances retail business, which has a unique value and supply chain model famously referred to as the farm-to-fork model. His vision of reinventing education, finance, retail, healthcare through innovations deployed over 4G will usher in the digital revolution in the country and beyond.

About Reliance FreshReliance Freshis the convenience store format which forms part of the retail business ofReliance IndustriesofIndiawhich is headed byMukesh Ambani. Reliance plans to invest in excess of250 billion in the next 4 years in their retail division.The company already has 1691 Reliance Fresh outlets across the country.These stores sell fresh fruits and vegetables, staples, groceries, fresh juice, bars and dairy products.A typical Reliance Fresh store is approximately 30004000 square feet and caters to a catchment area of 23km. The Reliance Retail had to face various difficulties before the launch of Reliance fresh, because of the various circumstances prevailing in Orissa, West Bengal and UP, along with the news focusing on the dearth of vegetables and fruits stocks. The retail business of Reliance then minimized its exposure in vegetable and fruit business, as a result established Reliance fresh positioning a pure super market play focusing on various categories like IT, consumer durables, home, FMCG and food.The retail company of Reliance may not supply the vegetables and fruits in a few states, the Reliance Fresh decided to not to race with local wholesalers partly because of the political reasons as well as its incapability to maintain a healthy supply chain. The outlet sells fresh fruits, staples, dairy products, fresh juice bars, groceries and vegetables. A distinctive Reliance Fresh outlet is around 3000 to 4000 sq. feet and accommodates catchment area of one to three Kilometers.

Company ProfileReliance Retail LtdTypeSubsidiaryFounded2006HeadquartersReliance Industries Limited, Nariman Point, Mumbai, India.Number of locations2000 retail stores (as of October 2014)Area servedIndiaKey peopleMukesh Ambani(Chairman and MD), Damodar Mall (CEO)And Shawn Gray (COO).Revenue160 billion ParentReliance Industries Limited SloganGrowth through Value CreationWebsitewww.ril.com

Company Vision and MissionVision:To generate inclusive growth and prosperity for farmers, vendors partners, small shopkeepers and consumers.Mission:Its mission is to delight the customers every visit and grow with value creation. About Organization

Type:Retail Industry (Reliance fresh.ltd Dharwad)Founded: 2008Address: Court Circle, DharwadStore Manager: Mohd.Rafi.BAssistant Store Manager:Anand.B.GStore Code:2523No of employees: 23Space of the store:3619 Square feet

CEO(Damodar.M)Organization Structure

COO(S.Gray)

Operation Head(South Zone)Vivek AjadOperation Head(North Zone)

CBM(S.Thakur)

CM(Satish.R)

SM(Mohd.Rafi.B)

ASM(Anand.B.G)

SWOT AnalysisStrengthsReliance is the first to enter into this unorganized sector of fruits and vegetables. Farm fresh foods in store and vegetables, rest to other food products like staples, spices, bakery, non-food FMCG etc. And most of the staples are under its own private label Reliance Select. Private label offers far better profit margin.WeaknessThis is definitely an interesting business venture but it may miss out on the opportunity to capture greater share of customers wallet. Customers have to visit another store to pick up essentials i.e non-food products.OpportunitiesIndian food supply chain is grossly inefficient, there are several intermediaries each of whom adds their own profit margin to the cost. This offers potential for savings and profits.ThreatsCustomers need to visit the store at least twice a week for their top-up groceries. It has threat of existing convenience stores and supermarket which provides all services to its customers.

2. Literature Review2.1 IntroductionYearTitleJournalSummary

2015A Study on Customer Preference and SatisfactionTowards Modern Shopping Centres in CoimbatoreCity Indian journal of Applied ResearchMS. LATHA. K and S. MOHANAPRIYA study the customers ideas, opinion and preference towards the various aspect of modern shopping centres in Coimbatore city. study the factors influence the customers towards the modern shopping centres in Coimbatore city. The malls are also expected to provide customers unforgettable shopping experiences, ensuring high satisfaction level and re-purchase behaviour. From a managerial perspective, customers, perceived experiential value can beimproved and satisfaction can be enhanced by increasing quality of personal service encounters, attractive rewards and updating the layout and design of service of facilities and environment frequently.

2014A Study On Customer Preference And Attitude Towards Data Card Service Providers WithReference To Coimbatore CityInternational Journal Of Research In Commerce, It & Management The study on the customer preference on various data cards is a study which was carried out to find out the preference and satisfaction of customer in choosing the data card and the scope for data card in the market. The factors that affect the customer decision making in the purchase of internet data card was also found out. The study also intended to know the awareness of customers about the internet data card. The objective of the study is achieved by analyzing the questionnaires filled by the customers of data card in Coimbatore city. To find out the customer preference towards various data cards. To study about the factor influencing the buying of data card.

2014A Review of Customer Preference towards Organized Retail Stores International Journal of Multidisciplinary Research in Social and Management Sciences Mr. Sunil Atulkar it has been observed that due to the changing demographics, urbanization, and awareness due to electronic media especially internet the customers have multiple options to choose from modern retail outlets. Majority of the customers are visiting organized formats for variety, easy availability, cleanliness with additional facility of entertainment for children and convenient parking facility and restaurant etc. Today it has been found that all age group customers prefer to visit organized retail stores because of various customer facilities provided to them. Families with less annual income prefer shopping with nearby unorganized retail stores where customers with higher qualification were found to be more attracted towards organized retail outlets.

2014Consumer Preference Towards Soft Drinks Pacific Business Review International Dr.Satnam Ubeja and Ranjana Patel To identify the factors affect on consumer preference towards carbonated and non carbonated drinks The objectives of this study were to investigate the Consumer preferences with respect to carbonated and non carbonated drinks in Indore city and to study variations in the consumer preferences with respect to carbonated and non carbonated drinks across gender wise.

2013 Factors Affecting Consumer Preferences For Retail Industry And Retailer Selection Using Analytic Hierarchy Process Kafkas University Journal of Economics and Administrative Sciences Faculty This paper aims to identify the factors affecting consumer preferences related to shopping at organized retail store and the main and sub-criteria related with store attributes and determine the consumer preferences onto product attributes for retailer selection. This study also aims to check the usefulness of AHP method, which is an experimental method to find the most preferred factor for win - win growth of retailing industry in Turkey. This study uses AHP to identify the attributes of grocery retailers (stores) that the public is demanding. Due to this research and the requirements of AHP, when the hierarchical structure of the main and sub criteria for retailer selection in Figure 2 are examined, it can be seen that the consumers attach importance gradually each selection criteria.

2.2 SourcesInternetWebsite: www.pbr.co.in www.icrjournals.org

2.3 Theoretical

YearProjectSummary

2014Assessment Of Customers Perception of Service Provided At Reliance Fresh HubliPrashant Patil The project is done to understand the expectation about service of Reliance Fresh and Identifying service quality for retailing. The level of competition is increasing from number of players in the market, it is very crucial for Reliance Fresh to carefully scrutiny its service provided.

2013Customer Preferences In Choosing Big Bazaar Now days retail stores facing more competition in retailingbusiness. Good store design increase the visiting of more customers in to the store and increase the store goodwill, and price also plays major factor to use the customer giving preference andselectionof the store. And as industry research has shown, there is muchneed to knowthe customer expectations, customer preferences and their store choices(features) and in this marketingproject, we will find out solutions for designing effective store which will getting more customers and getting more profits.

2013Store Patronage and Customer Choice towards FMCG Stores Shilpa Raghuwanshi and Jai Kishan Sahu measuring the consumer perception towards selection of retail stores. To compare consumer perception retail stores wise &occupation wise. Retail stores selection is very important tool for the organizations to expand its business; on the other hand it is conclude that some of the consumers dont know the selection. They just buy the products according to circumstances. They need the knowledge of selection. We investigate that customers evaluate selection trustworthy. Retail stores plays important role for the organizations. People purchase from those stores on which they have faith or they are well known with them. And selection cements their trust in the parent brands. And also conclude that the failure of selection affects the goodwill of the company as well as parent brands.

2.4 Conclusion After going through all these literatures I got the idea of how to do the project and how to identify the preference of consumers towards a particular brand. I also got the idea of how to prepare a questionnaire and analyze the data.

3. Research Methodology 3.1 Introduction The process used to collect information and data for the purpose of making business decisions. The methodology may include publication research, interviews, surveys and other research techniques and could include both present and historical information.

3.2 Nature of studyDescriptive Research is used to describe characteristics of population and phenomenon being studied. This research method includes survey and observation. This research is commonly used and the basic reason for carrying out Descriptive Research is to identify the cause of something that is happening. Descriptive Study can involve one-time interaction with an individual or study might follow group of people over time. This study, in which the researcher interacts with the participants, may involve surveys or interviews to collect the necessary information.

3.3 Statement of the problem In Reliance Fresh store along with other brands it has its own in-house brand products titled Reliance-select, to determine the customers buying preference towards these brands.

3.4 Objectives To understand customer choice type of store in buying FMCG products. To understand consumer preference towards Reliance Fresh with respect to its competitors. To determine customer preferences towards Reliance in-house brand products. To understand the factors that influence the customers in buying Reliance in-house brand. To measure the satisfaction level of consumers towards Reliance in-house brand products and store as whole.3.5 Study AreaReliance Fresh Store, Court circle Dharwad.3.6 Research MethodData collection is a term used to describe a process of preparing and collecting data for example as part of a process improvement or similar project. The purpose of data collection is to obtain information to keep on record, to make decisions about important issues, to pass information on to others. Primarily, data is collected to provide information regarding a specific topic. The planning of data collection for research work is generally developed in early stage of the research for its importance and impact on the research work. For this research, the data is collected from the respondents through a survey questionnaire. Some other feedback is also obtained from the telephone conversation.

3.7 Data CollectionPrimary DataSurvey and observation are the two basic methods for obtaining quantitative primary data in descriptive research. It is collected through administering the questionnaire from the respondents.100 questionnaire are administered.Secondary DataSecondary data is collecting the information from the external sources. It is collected from Interaction with the Cluster Manager, Store Manager Official Website: www.ril.com Refering Text books.Sampling method: Simple random samplingSampling size: 100

4. Data Analysis

1. Gender

Male75

Female25

Interpretation: The above graph indicates that 75% males and 25% females are involved in responding to this questionnaire.

Age

Age

15-25 Years22

25-35 Years23

35-50 Years32

Above 50 Years23

Interpretation: The above graph indicates that 22% of customers are of 15-25 years, 23% of 25-35 years, 32% of 35-50 years and 23% of above 50 years.

2. Which of the following format you prefer to make purchase?

Retail Formats

Super Market28

Convenient Store60

Departmental Store3

Kirana Stores11

Interpretation: The above chart depicts that most of the customers that is 60% of them would prefer for buying at convenient Store like Reliance Fresh Store, 28% at Super market, 3% of them at departmental Store and 11% of the customers at Kirana Stores.

3. Which of the Retail stores do you prefer most for buying FMCG's?

Rank

Store1st Rank2nd Rank3rd Rank4th Rank5th Rank

Reliance Fresh6925361

Interpretation: The above chart shows that 69% of the customers have given 1st rank to Reliance fressh store 25% of customers given 2nd rank and 3% of them given 3rd rank, 6% of the customers given 4th rank and finally 1% of them given 5th rank to Reliance Fresh as their preference for buying FMCG.

Rank

Store1st Rank2nd Rank3rd Rank4th Rank5th Rank

Aditya Birla More819352018

Interpretation: The above chart shows that 8% of the customers given 1st rank, 19% of them given 2nd rank,35% given 3rd rank, again 20% given 4th rank and 18% of the customers given 5th rank to Aditya Birla More as their preference for buying FMCG.

Rank

Store1st Rank2nd Rank3rd Rank4th Rank5th Rank

Big Bazar30362166

Interpretation: The above chart shows that 30% of customers given 1st rank to Big Bazar, 36% of customers given 2nd rank,21% of customers given 3rd rank,6% of customers given 4th rank and finally again 6% of customers given 5th rank to the Big Bazar as their preference for buying FMCG.

Rank

Store1st Rank2nd Rank3rd Rank4th Rank5th Rank

Kirana Store332022178

Interpretation: The above chart indicates that 33% of customers given 1st rank to Kirana stores, 20% of customers given 2nd rank,22% given 3rd rank,17% given 4th rank and finally 8% given 5th rank to the kirana stores as their most preferance for buying FMCG.

4. Select the reason for making purchase in Reliance Fresh?

Reason

Discount 21

Variety53

Service4

Quality22

Other specify0

Interpretation: The above graph indicates that the reason for making purchase in Reliance Fresh is Discount for 21% of customers, variety at the store for 53% of customers, 4% say service, and 22% of customers say quality is the reason for making purchase in Reliance Fresh.

5. Are you aware of these brands available in Reliance Fresh?

Skin care

Ponds93

Himalaya84

Skin 12311

Garnier75

Interpretation: The above chart indicates that 93% of the customers are aware about the Ponds, 84% about the Himalaya, 11% about the Skin123,and finally 75% of the customers about the Garnier are aware About these brands available in Reliance Fresh.

Detergent Powder

Rin91

Reliance Sudz20

Ariel67

Surf Excel92

Interpretation: The above chart shows that among Detergent powder 91% of customers are aware about the Rin, 20% about the Reliance Sudz, 67% about the Ariel and 92% of the customers are aware about Surf Excel which are available in Reliance Fresh store.

Tea Powder

Tata Tea Gold51

Red Label97

Broke Bond78

Reliance Arambh Tea27

Interpretation: The above graph shows that among Tea powder category 51% of the customers are aware about Tata Tea Gold, 97% about Red label, 78% about Broke Bond and finally 27% about Reliance Arambh Tea are aware about these brands in Reliance Fresh store.

6. How satisfied are you with the current features of the products in above categories?

Skin care

BrandsESVSMSNSSDS

Ponds2929400

Himalaya39331000

Skin 12343301

Garnier25281321

Interpretation: It shows that more number of people is extremely satisfied with Himalya and only 4% of are with Skin123.

Detergent powder

BrandsESVSMSNSSDS

Rin4723410

Relance Sudz32510

Ariel277302

Surf Excel5229300

Interpretation: It shows that 52% percentage of people are extremely satisfied with surf excel and very less with Reliance sudz.

Tea Powder

BrandsESVSMSNSSDS

Tata Tea Gold127600

Red Label5521311

Broke Bond17211631

Reliance Arambh Tea65301

Interpretation: It shows that 55% people are extremely satisfied with red label and very less with reliance arambh tea.

7. Do you prefer buying Reliance in-house brand products? Preference

Yes70

No30

Interpretation: The above graph indicates that 70% of the customers prefer and 30% of the customers do not buying Reliance in-house brand products.

8. Rank the preference for the following brands.

Hair Care Rank

1st Rank2nd Rank3rd Rank4th Rank5th Rank

Reliance Select Coconut Hair oil86374

Parachute Hair Oil5330530

Bajaj Almond Drop Hair Oil46775

Interpretation: The above graph shows that 53 peoples prefer more for Parachute oil and least for Bajaj Almond Drop.

Skin CareRank

1st Rank2nd Rank3rd Rank4th Rank5th Rank

Himalaya5330430

Reliance Skin 12314656

Garnier32221443

Interpretation: It shows that 53 people prefer most for Himalaya and less for Reliance Skin123.

Toilet Soap Rank

1st Rank2nd Rank3rd Rank4th Rank5th Rank

Santoor3912724

Detol49211031

Reliance Amara52426

Interpretation: The above graph shows that 49 people are most preferred for Detol and less for Reliance Amara.

Grocery and Staples

Rank

1st Rank2nd Rank3rd Rank4th Rank5th Rank

Reliance Select Whole Wheat Atta92404

Ashirvaad Whole Wheat Atta3832721

Reliance Select Iodised Salt66233

Tata Salt3818632

Interpretation: 38 people prefer most for Ashirvaad Atta and Tata Salt, for Reliance products is very less.

Packaged Foods Rank

1st Rank2nd Rank3rd Rank4th Rank5th Rank

Reliance Select Mixed Fruit Jam75482

Kissan Mix Fruit Jam50191052

Chabaa Mixed Fruit Jam42554

Interpretation: 50 people prefer most for Kissan Jam and very less for Chabaa Jam.

9. Can you please rank the factors that affect your buying decision for the Reliance in-house brand?

FactorsRank

1st Rank2nd Rank3rd Rank4th Rank

Price of the product6120154

Promotion of the products30262816

Brand Image43202314

Advertisement30172726

Quality6317173

Availability6620113

New Trials15203529

Interpretation: The above graph indicates that factors influencing more for buying Reliance in-house brands is price, quality and availability.

10. What influence your preference for brands?

Influence for brands

Family59

Friends14

Advertisement7

Self20

Interpretation: The above graph indicates that 59% of the customers are influcenced by their Family for the preference of the brands, 14% are influenced by their Friends, 7% by the Advertisements, and 20% by their own Self.

11. Have you purchased any Reliance in-house brand products recently?

Yes73

No27

Interpretation: The above Graph indicates that 73% of the customers have purchased any Reliance in-house brand products recently and 27% of the customers have not purchased any Reliance in-house brand products recently.

If Yes, in which category?Category

Grocery and Staples38

Packaged Foods15

Personal Care19

Drinks2

Confectionery and Snacks6

Interpretation: The above graph indicates that among the customers who have purchased Reliance in-house brand products recently,38% of customers have purchased from Grocery and staples,15% from packaged Foods, 19% from Personal Care, 2% from the Drinks and finally 6% from the Confectionery and Snacks Category.

12. Would you like to switch your brand preference if you get some promotional scheme with another brand?

Yes 71

No29

Interpretation: The above graph shows that 71% of the customers would like and 29% of the customers wont like to switch their brand preference if they get some promotional scheme with another brand.

13. Give reason for the same

Reason

Quality19

Price32

More benefit23

Satisfaction4

Interpretation: This graph shows that the reason for switching their brand prefernce with another brand is because of Quality for 19% of the customers, it is Price for 32% of the customers for 23% of the customers it is more benefit with other brands, and for 4% of the customers it their satisfaction.

14. What is your opinion about the Reliance in-house brand products?Opinions

They are better quality at lower price55

They are better quality with more quantity at lower price18

It is of high price9

They are not of so good quality16

Interpretation: The above graph reveals the opinion about the Reliance in-house brand products 55% of the customers says that they are better quality at lower price, 18% of the customers say that they are bettre quality with more quantity at lower price, 9% customers say that it is of high price and finally 16% customers say that they are not so good quality.

5. Findings 60% of people prefer to make purchases in convenient store. 69% of the people are most preferred for buying FMCG in Reliance Fresh. 53% of the people buy in Reliance Fresh because of the variety. 93% of people are aware about Ponds in skin care and 92% of people are aware about Surf Excel in detergent powder and 97% are aware about Red Label in tea powder but very less people are aware about Reliance in-house brands. In skin care 39 people are extremely satisfied with Himalaya, in detergent powder 52 people are extremely satisfied with Surf Excel and in tea powder 55 people are extremely satisfied with Red Label but very less people are extremely satisfied with Reliance in-house brand. 70% of the people prefer buying Reliance in-house brand products. 53 people ranked 1 to Parachute Oil for most preferred, 53 people ranked 1 to Himalaya for most preferred, 49 people ranked 1 to Detol for most preferred, 38 people ranked 1 to Ashirvaad Atta and Tata Salt for most preferred, 50 people ranked 1 to Kissan Jam for most preferred and very less peoples are ranked 1 for Reliance in-house brand products. Factors affect that are most influence for buying-decision of Reliance in-house brand products are Price, Quality and Availability. These are ranked 1 for most-influence by 61, 63 and 66 people respectively. 59% of people are influenced by family for brands. 73% of people has purchased Reliance in-house brand products recently and most of them are purchased in Grocery and Staples category, and very less for drink, confectionery and snacks. 71 % of people would like to switch their brand preference if they get any promotional scheme with other brand. And reason for that is price and more benefit and very less for satisfaction. 55 people opinion about Reliance in-house brand products is that they are better in quality at lower price but some 16 people opinion is they are of not so good quality.

6. Suggestions They need to promote the sales of fruits and vegetables. Most of the people buy in Reliance Fresh because of variety but not for the service so good service need to be provided. Hardly few people are aware about Reliance in-house brand products. They need to provide some samples to the customer. They need to highlight the advantages of Reliance in-house brand products. Very less number prefer most for buying Reliance in-house brand products so there is a need for promotional activities about Reliance in-house brand products. Brand Image need to be created by advertising it to the customers. Personal care and Confectionery and Snacks need to be push more for the sales. Most of the people would like to switch their brand preference if they get some promotional scheme. Reason for that are price and more benefit from another brand so they need focus more on these two factors. Customer opinion about Reliance in-house brand is not that of so good. They need to concentrate on it.

7. Conclusion I would like to conclude that people know the Reliance Fresh store which they trust more. Regarding retail stores selection among the consumers is very much for which they can get their requirement is much aware. Customers need the knowledge of selection and about products of the Reliance in-house brand products. Most of the customers are not aware about the Reliance private label products. Customers of Reliance Fresh hardly know and buy the Reliance in-house brand products. Most of the customers come to the store because of the variety and customer preference is influenced by their family. They like to purchase more if they get offers and some benefits. No doubt about Reliance Fresh brand but they are lacking in their in-house brand and its sales.

8. Bibliography

Book

Marketing Research By Sunanda Easwaran and Sharmila J. SinghMarketing Research for Managers By Sunny Croush and Matthew HousdenMarketing Research By Naresh K. Malhotra

Website: www.ril.com www.rilinfo.com www.wikipedia.com www.economywatch.com Journal International Journal of Multidisciplinary Research in Social and Management Sciences.Mr. Sunil Atulkar, Year: 2014A Review of Customer Preference towards Organized Retail Stores.

9. Annexure

QUESTIONNAIREDear Sir/Madam I am Kirankumar Hiremath, student of Global Business School, pursuing a project in Reliance fresh.ltd on a topic STUDY ON CUSTOMER PREFERENCE TOWARDS RELIANCE FRESH WITH SPECIAL REFERANCE TO RELIANCE FRESH COURT CIRCLE DHARWAD. I request you to kindly spare your time in sharing your experience with us. The below information will be used only for academic purpose and kept confidential.

1. Personal details:Name: _________________________________________ Gender: Male Female Age: A.15-25 years B. 25-35 years C.35-50 years D. Above 50 years

2. Which of the following format you prefer to make purchase? A. Super Market B. Convenient Store C. Departmental Store D. Kirana Stores

3. Which of the following Retail stores do you prefer most for buying FMCG`s? (Rank from 1 to 5 1-Most Preferred 5-Least Preferred)

StoreRank 1 2 34 5

Reliance Fresh

Aditya Birla More

Big Bazar

Kirana store

4. Select the reason for making purchase in Reliance fresh? A. Discount B. Variety C. Service D. Quality E. Other specify_______________

5. Are you aware of these brands available in Reliance Fresh? (If yes, tick in the box) A. Skin Care: a. Ponds b. Himalaya c.Skin123 d. Garnier B. Detergent Powder: a. Rin b. Reliance Sudz c. Ariel d. Surf Excel C. Tea Powder: a. Tata Tea Gold b. Red Label c. Broke Bond d.Reliance Arambh Tea

6. How satisfied are you with the current features of the products in above categories?CategoriesProduct BrandsExtremely SatisfiedVery SatisfiedModerately SatisfiedNot So SatisfiedDissatisfied

A. Skin carea. Ponds

b. Himalaya

c. Skin123

d. Garnier

B. Detergent Powdera. Rin

b. Reliance Sudz

c. Ariel

d. Surf Excel

C. Tea Powdera. Tata Tea Gold

b. Red Label

c. Broke Bond

d. Reliance Arambh Tea

7. Do you prefer buying Reliance in-house brand products? A. Yes B. No If Yes, why __________________________ If No, why __________________________

8. Rank the preference for the following brands. (1-Most preferred , 5-Least preferred)BrandRank 1 2 3 4 5

Hair Care:

Reliance Select Coconut Hair Oil

Parachute Hair Oil

Bajaj Almond Drop Hair Oil

Skin Care:

Himalaya

Reliance Skin 123

Garnier

Toilet Soap:

Santoor

Detol

Reliance Amara

Grocery and Staples:

Reliance Select Whole Wheat Atta

Ashirvaad Whole wheat Atta

Reliance Select Iodised Salt

Tata Salt

Packaged Foods:

Reliance Select Mixed Fruit Jam

Kissan Mix Fruit Jam

Chabaa Mixed Fruit Jam

9. Can you please rank the factors that affect your buying decision for the Reliance in-house brand? (Rank from 1to4, where 1 is Most influence and 4 is least influence) A. Price of the Product: 1 2 3 4 B. Promotion of the Products: 1 2 3 4 C. Brand Image:1 2 3 4 D. Advertisement: 1 2 3 4 E. Quality: 1 2 3 4 F. Availability: 1 2 3 4 G. New Trials: 1 2 3 4

10. What influence your preference for brands? A. Family B. Friends C. Advertisement D. Self

11. Have you purchased any Reliance in-house brand products recently? A. Yes B. No If Yes, in which category.a. Grocery and Staplesb. Packaged Foodsc. Personal Care d. Drinkse. Confectionery and Snacks

12. Would you like to switch your brand preference if you get some promotional scheme with another brand? A. Yes B. No

13. Give reason for the same? A. Quality B. Price C. More benefit E. Satisfaction

14. What is your opinion about the Reliance in-house brand products? A. They are better quality at lower price B. They are better quality with more quantity at lower price C. It is of high price D. They are not of so good quality

15. State your Suggestions if any _________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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