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School of Management, KIIT University




Building Customer Experience across all Reliance Retail Formats, Bhubaneswar


Name: Debasmita Mahapatra

Roll: 16202085

MBA (2016-18)

Prof. Shikta Singh Mr. Piyush R Patel

Assistant Professor Manager, General marketing services

KIIT School of Management Reliance Retail Limited

Bhubaneswar Mumbai

I hereby declare that the Summer Internship project entitled Building Customer Experience across all Reliance Retail

Formats submitted by me as a partial fulfillment for the award of Masters of Business Administration to KIIT School

Of Management, is original and genuine work carried out by me under the able guidance of my corporate guide, Mr.

Piyush Patel and my faculty guide, Prof. Shikta Singh.

Date: ______________ Ms. Debasmita Mahapatra

Place: Bhubaneswar, Odisha MBA (2016-18)

KIIT School of Management

Bhubaneswar, Odisha


I would like to place on record my gratitude to all those who helped & supported me during
my project.
I take this opportunity to thank Ms. Nazneen Shaikh, HR Manager, Reliance Retail
Limited for providing me an opportunity to work in their esteemed organization.

I would like to express my heartiest thanks to my Corporate Guide, Mr. Piyush Patel,
Manager- General Marketing Service, Reliance Retail Limited, for his excellent advice
and guidance during the project assignment and for providing an insight into real business

I would also like to express my profound indebtedness to Mr. Vimal Patel, Senior
Manager Corporate marketing and Mr. Mayank Sadani, Deputy Manager- Corporate
Marketing, Reliance Retail Limited, for their continuous guidance, help & co-operation
during the entire tenure of.

I would like to extend my sincere thanks to my faculty guide, Mrs. Shikta singh, Asst
Professor, KIIT School of Management, for the unending inspiration, valuable guidance,
encouragement, untiring and constant help, and above all her positive attitude towards my
abilities made the achievement of this goal, a challenging enjoyable, and rewarding and
stimulation experiences.

Date: 23rd July, 2017 Ms. Debasmita Mahapatra

Place: Bhubaneswar, Odisha MBA (2016-18) / 16202085


This is to certify that Ms. Debasmita Mahapatra, bearing Roll no16202085, a student of Master in Business
Administration from KIIT School Of Management, Bhubaneswar, has successfully completed her summer internship
on a project titled Building Customer Experience across all Reliance Retail Formats at Reliance Retail Limited,
Bhubaneswar from 22nd May, 2017 to 8th July, 2017.

We strongly deem that she has had a grand practical exposure during this project work. We anticipate that she
continues to learn progressively in the course of her career.

Mr. Piyush Patel

Manager- General Marketing Service

Reliance Retail Limited


Customers are the only reason why we are in business, so satisfying them will ultimately
make our business more profitable.

Intention of this project is to get assistance from customer feedback for not only identify
areas in which there are problems but will also demonstrate to customers that we care and
are proactive in looking for ways to improve the service we provide.
The project work includes collecting data as management trainee at different retail outlets
of Reliance. Trainees were assigned three stores each over a period of 48 days. We have
to be present at one store every day. We have to interact with at least 10 - 15 customers
and record their responses in a prescribed format which includes an open ended question
at the end, asking them if they have any additional positive or negative comments to make
about the particular store.

I collected responses in the questionnaires filled on a daily basis and submitted the same
to the company by the way of online punching of data.

My training was gone through different phases which are following:


In this phase an extensive training was given to us. The trainer explained us about the
questions that were included in the questionnaire and what value they are expecting from
that question to add in knowing the shopping experience of the customers. We were also
taken to different stores (Reliance Digital, Reliance Smart, Reliance Fresh, and Reliance
Jio) of reliance by the trainers where the store manager along with the trainer explained
the whole day to day process and operations of the outlet.


The next phase was ground work to interact with the customer and take their feedback on
that questionnaire and send the daily data to Reliance headquarters (Mumbai).


Analysis was done on the basis of the questionnaire filled up and the suggestions made by
the respondents. On further analysing we found this project was really the worthwhile to
understand the retail chain system. Every store is made with particular specialization and
we analyzed those stores are coming up to standard or not, if not then why and how we
can control those deviations.

Reliance Industries Limited (RIL) is an Indian conglomerate holding

company headquartered in Mumbai, Maharashtra, India. Reliance owns businesses across
India engaged in energy, petrochemicals, textiles, natural resources, retail, and
telecommunications. Reliance is the third most profitable company in India, the second-
largest publicly traded company in India by market capitalization, and the second largest
company in India as measured by revenue after the government-controlled Indian Oil
Corporation. The company is ranked 215th on the Fortune Global 500 list of the world's
biggest corporations as of 2016. It is ranked 8th among the Top 250 Global Energy
Companies by Platts as of 2016.

Major subsidiaries and associates

On 31 March 2013, the company had 123 subsidiary companies and 10 associate

Reliance Retail is the retail business wing of the Reliance Industries. In March 2013, it
had 1466 stores in India. It is the largest retailer in India. Many brands like Reliance Fresh,
Reliance Footprint, Reliance Time Out, Reliance Digital, Reliance Wellness, Reliance
Trends, Reliance AutoZone, Reliance Super, Reliance Mart, Reliance iStore, Reliance
Home Kitchens, Reliance Market (Cash n Carry) and Reliance Jewel come under the
Reliance Retail brand. Its annual revenue for the financial year 201415 was 17640 cr.

Reliance Life Sciences works around medical, plant and

industrial biotechnology opportunities. It specializes in manufacturing, branding, and
marketing Reliance Industries' products in bio-pharmaceuticals, pharmaceuticals, clinical
research services, regenerative medicine, molecular medicine, novel
therapeutics, biofuels, plant biotechnology, and industrial biotechnology sectors of the
medical business industry.

Reliance Institute of Life Sciences (RILS), established by Dhirubhai Ambani Foundation,

is an institution offering higher education in various fields of life sciences and related

Reliance Logistics is a single-window company selling transportation, distribution,

warehousing, logistics, and supply chain-related products, supported by in-house
telematics and telemetry solutions. Reliance Logistics is an asset based company with its
own fleet and infrastructure. It provides logistics services to Reliance group companies and

Reliance Clinical Research Services (RCRS), a contract research organization (CRO)

and wholly owned subsidiary of Reliance Life Sciences, specializes in the clinical research
services industry. Its clients are primarily pharmaceutical, biotechnology and medical
device companies.

Reliance Solar, the solar energy subsidiary of Reliance, was established to produce and
retail solar energy systems primarily to remote and rural areas. It offers a range of products
based on solar energy: solar lanterns, home lighting systems, street lighting
systems, water purification systems, refrigeration systems and solar air conditioners.
Relicord is a cord blood banking service owned by Reliance Life Sciences. It was
established in 2002.[55] It has been inspected and accredited by AABB, and also has been
accorded a license by Food and Drug Administration (FDA), Government of India.

Reliance Jio Infocomm Limited (RJIL) previously known as Infotel Broadband, is a

broadband service provider which gained 4G licenses for operating across India. Sandip
Das, former CEO of Maxis Malaysia, is the current group president of Reliance Jio

Reliance Industrial Infrastructure Limited (RIIL) is an associate company of RIL. RIL

holds 45.43% of total shares of RIIL. It was incorporated in September 1988 as Chembur
Patalganga Pipelines Limited, with the main objective being to build and operate cross-
country pipelines for transporting petroleum products. The company's name was
subsequently changed to CPPL Limited in September 1992, and thereafter to its present
name, Reliance Industrial Infrastructure Limited, in March 1994. RIIL is mainly engaged in
the business of setting up and operating industrial infrastructure. The company is also
engaged in related activities involving leasing and providing services connected with
computer software and data processing. The company set up a 200-millimetre diameter
twin pipeline system that connects the Bharat Petroleum refinery at Mahul, Maharashtra, to
Reliance's petrochemical complex at Patalganga, Maharashtra. The pipeline carries
petroleum products including naphtha and kerosene. It has commissioned facilities like the
supervisory control and data acquisition system and the cathodic protection system, a
jackwell at River Tapi, and a raw water pipeline system at Hazira. The infrastructure
company constructed a 71,000 kilo-litre petrochemical product storage and distribution
terminal at the Jawaharlal Nehru Port Trust (JNPT) Area in Maharashtra.[citation needed]

LYF, a 4G-enabled VoLTE device brand from Reliance Retail.

Network 18, a mass media company. It has interests in television, digital platforms,
publication, mobile apps, and films. It also operates two joint ventures, namely Viacom
18 and History TV18 with Viacom and A+E Networks respectively. It also have
acquired ETV Network and since renamed its channels under the Colors TV brand.


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
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 recognized by numerous national and international organizations. He was
honored with the Padma Vibhushan India's second highest civilian honor in 2016, for
his exceptional and distinguished service to trade and industry. Many other prestigious
awards and titles have been conferred on him, including the Lifetime Achievement Award
(The Economic Times), Man of the Century (Chemtech Foundation), Indian Entrepreneur
of the 20th Century (FICCI), and many more.

He visualized 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 realizing this goal. Today, the
Group's turnover represents nearly 3 percent of India's GDP.

Chairman 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.

Board Committees
The Board has appointed various committees to assist it in discharging its responsibilities.
The Board has adopted charters setting forth the roles and responsibilities of each of the
committees as well as qualifications for committee membership, procedures for committee
members' appointment and removal, committee structure and operations and reporting to
the Board. The Board may constitute new committees or dissolve any existing committee
as it deems necessary for the discharge of its responsibilities.
Reliance Retail Limited

Type Subsidiary

Industry Retail

Founded 2006

Headquarters Reliance Industries Limited, Nariman Point, Mumbai, India

Number of locations 3,383 stores retail stores across 679 cities[1] (June 2016)

Area served India

Key people Mukesh Ambani (Chairman and MD)

Damodar Mall (CEO)
Shawn Gray (COO)
Akash Ambani (Director)

Revenue 216.12 billion(US$3.4 billion) (2016)

Operating income 5.08 billion (US$79 million)

Parent Reliance Industries Limited

Divisions Reliance Fresh, Reliance Digital

Website www.ril.com/OurBusinesses/Retail.aspx

Reliance Retail is the retail initiative of the group and an epicentre 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 3.5 million customers
every week, and its loyalty programme, Reliance One, has the patronage of more than 30
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-prong strategy and operates neighborhood stores,
supermarkets, hypermarkets, wholesale cash & carry stores, specialty stores and online
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.
Reliance Retails 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 large
number of farmers and small producers to the forefront of the retail revolution by partnering
with them for growth.

Deep insight into Indias economic, cultural and consumption diversity drives Reliance
Retails 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 has emerged as the partner of choice for international brands and has
established exclusive partnerships with many revered international brands such as Diesel,
Superdry, Hamleys, Ermenegildo Zegna, Marks and Spencer, Paul & Shark, Thomas Pink,
Kenneth Cole, Brooks Brothers, Steve Madden, Payless Shoesource, Grand Vision and
many more.

Reliance Retail operates over 3,300 stores pan India with nearly 13 million square feet of
retail space and is growing rapidly.






Reliance Retail
started its
journey in 2006
with the opening of its first Reliance Fresh store. Today Reliance Retail operates over 500
Reliance Fresh stores across 80 cities and sells over 200 metric tonnes of Fruits and over
300 metric tonnes of Vegetables every day.
Reliance Fresh is Indias leading neighborhood retail chain, synonymous with freshness &
savings. With the three core promises of Fresh Hamesha, Available Hamesha and
Savings Hamesha, Reliance Fresh is a one-stop-shop for fresh shopping, fresh savings
and fresh happiness.

From fresh fruits & vegetables to dairy, cereals to spices, processed food & beverages to
home & personal care products, we have the entire gamut of your grocery needs covered.

Across our stores, we retain a strong customer centric approach to meet all your shopping
needs - be it routine or seasonal, well known brands or popular local products.

Continuing Reliances hallowed tradition of backward integration, Reliance Retail directly

partners with a large number of farmers and small vendors in a farm-to-fork model. The
linkages with the farm has brought about transformational changes in the quality of life of
the farmers as also enhancing the quality of produce, reducing wastage by shortening the
time to move fresh produce and reducing intermediaries in the value chain thereby
benefiting all.

Reliance Fresh has consistently appeared in the list of Most Trusted Service brands in
India by Brand Equity and is ranked No. 2. This represents the faith of consumers in
patronizing the chain which continues to remain as Indias favorite neighborhood grocer.







In the food category for staples and groceries, Reliance Retail currently uses own brand
names, such as

Reliance Select and Reliance Value, for premium and non-premium products
Reliance Tea and Reliance Honey for specific food products in the non-food category,
Sudz (detergent)
Endurf (shampoo)
Calcident (toothbrushes)
Dazzle (toilet cleaners)

Reliance Trends is a leading lifestyle retail chain with over 351 retail stores across 186
cities. 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 uniqueness of the store is the core, which delivers "fashion at great value". Spread
over 8,000 24,000 square feet of shopping area, each Reliance Trends store is designed
to offer a unique shopping experience for the entire family through wide aisles, coordinated
displays and highly trained fashion professionals offering best in class customer
Reliance Trends customer through www.reliancetrends.com can access a large collection
of fashionable, high quality products at great value delivered at their door steps.

The own brand portfolio 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
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

Hushh - the lingerie line for women offers an extensive range of innerwear and
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 Kids wear brand that features bold colours bringing the California spirit to


Fresh Direct is an online grocer that delivers to residences and offices in the New York
City metropolitan area. It also offers next-day delivery to much of New York City and parts
of Nassau and Westchester Counties, New York; Fairfield County,
Connecticut; Hoboken, Newark, and Jersey City; Philadelphia, Pennsylvania;
and Washington, DC. Fresh Direct custom-prepares groceries and meals for its customers,
a manufacturing practice called Just in Time that reduces waste and improves quality and
freshness. The service is popular for its distribution of organic food and locally grown
items, as well as items that consumers see in supermarkets daily. It also delivers
numerous kosher foods and is recognized by the Marine Stewardship Council as a
certified sustainable seafood vendor.

Fresh Direct uses SAP AG software to process thousands of orders placed on

its website every night. Orders are dispatched to the kitchen, bakery, deli as well as fresh
storage rooms, produce ripening rooms and production areas within the company's
refrigerated facility. All order components are custom-cut, packaged, weighed and priced.
In the case of dry goods or frozen foods, items are picked from storage before being
placed inside bins that travel along conveyors to the sorting area. There, products in a
customer's order are scanned and gathered in corrugated fiberboard boxes. The boxes are
labeled, recorded and loaded into refrigerated delivery trucks.

The company is based in a 300,000-square-foot (28,000 m2) building in Long Island City.
Though the website and plant processes were in development for several years before its
public launch, the company made its first deliveries to Roosevelt Island on July 11, 2002.
Fresh Direct has since expanded service to New
York, Kings, Queens, Bronx, Nassau, Suffolk and Westchester counties in New York, as
well as parts of New Jersey, Pennsylvania, Delaware, and Connecticut. The company now
has almost 2,000 employees.

Fresh Direct is currently building a new 500,000-square-foot (46,000 m2) distribution

hub and corporate headquarters at Harlem River Yards in the Bronx, which is expected to
open in 2016. The new facility is expected to expand Fresh Direct's operations capacity
and create 1,000 additional jobs.

Reliance Retail has the distinction of operating the largest consumer electronics store
chain in India through a network of over 1,900 Reliance Digital and Digital Express Mini

Reliance Digital 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. Reliance Digital
offers its customers a delightful shopping experience and help them in bringing home the
latest & best of technology at unbeatable price.

Reliance Retail operates ResQ, the service arm of Digital. It is a full-fledged service
organization and is Indias first multi-product, multi-brand and multi-location service
network that provides solutions encompassing end-to-end product life cycle requirements
for the entire range of Consumer Durables and Information Technology products and other
value-added services.

Reliance Retail has built the largest distribution reach for devices in India. The
infrastructure encompassing on-boarding of trained sales specialists, integrated supply
chain and service centers have being made fully operational as part of building 4G
ecosystem in the country.

Reliance Retail has developed a strong portfolio of products offered under its own label
Reconnect. The Reconnect products are differentiated by cutting edge innovation, superior
quality and offers great value.

Reliance Retail offers a wide range of 4G LTE smartphones and 4K TVs under its own
brand LYF. The brand built on the premise of unmatched user experience offers high
performance handsets and televisions that deliver a true 4G and true 4K experience
comparable to the best in the world. LYF range of smartphones with superior features like
Voice over LTE (VoLTE), Voice over Wi-Fi (VoWi-FI), HD Voice and HD quality video
calling enables users to experience a new digital life.

Reliance Digital launched its private label of products branded "RECONNECT" in October,
2011. Reconnect product range covers over 200 products, from the latest large-screen
LED TVs, Star-rated Air conditioners, Washing Machines, Smartphones, Tablets to
household appliances & personal care products. Major all products comes with a 2-year
warranty, while accessories product warranty vary from 6 months to 1 year.

Digital Xpress Mini

Digital Xpress Mini Stores are relatively smaller in size than Reliance Digital. These stores
are about 250 square feet and mainly sell the company's telecom services, smartphones,
tablets and also accessories of other brands. There are around more than 1700 Digtial
Xpress Mini stores as of the Feb 2017.

Reliance ResQ

ResQ is the service arm of Reliance Digital / Digital Xpress and Digital Xpress mini stores,
which caters to customers for after sales service. ResQ is Indias first Multi product, Multi
brand, Multi-location service facility which offers service from 10am to 10pm, 365 days a
year. The resQ care plans offer scheduled preventive maintenance visits and Standby
units in special cases.


Reliance Digital also operates a chain of Apple resellers in India under the
name iStore. There are about 4 such stores in India currently.
Synonymous to its name, Reliance Smart is a new age supermarket serving the needs of
todays smart and value seeking customers. Reliance Smart offers a one-stop shopping
experience by offering fresh produce, bakery, dairy products, home and personal care
products, general merchandise and in many cases are co-located with our fashion &
electronics store Reliance Trends and Reliance Digital, making it a complete shopping

Reliance Smarts incredible value proposition rewards shoppers more & more for bigger
purchase, every single time they shop with 100% assortment being offered below MRP all
year round, while delivering a world-class shopping experience.

It started its journey from Mumbai & Pune and soon will be extending its network in other
Traditional retail is characterized by presence of over 15 million kirana shops in the
country. These kirana shops operate their retail business on a fragmented distribution
network with presence of a number of intermediaries. Reliance Market, the wholesale
cash and carry store chain aims at supporting their growth and providing them with a
modern distribution system.

Reliance Retail opened the first Reliance Market in 2011 and since then Reliance Market
has grown rapidly expanding to 37 cities and serving over 2.5 million member partners.

Reliance Market operates on the principle of 'less is more' i.e. 'buy for less' 'operate for
less' 'sell for less' relying on higher efficiency of asset utilization and passing on higher
value to customers. The societal value thus created by Reliance Markets helps in
supporting member partners to be more profitable.

Reliance Market enjoys strong patronage of its registered member partners by offering
them a wide assortment of groceries, home and personal care products, consumables,
general merchandise, apparel, footwear and home appliances. By sharing benefits of
strong sourcing capabilities and relationships with a large network of vendors, Reliance
Market offers regional, national and international brands to its partners and helps them
prosper. Reliance Markets strong own brand portfolio further brings relevant offerings to its
shelves thereby offering large assortment of core and complementary products.

Reliance Jewels is Indias leading fine jewellery retail chain. With its first store opening in
2007, Reliance Jewels today extends its reach to 36 cities with 52 stores across India. At
Reliance Jewels, customers are assured of the widest range, stunning designs,
guaranteed purity & quality and a pleasant shopping experience. The product collection
hosts an extensive range starting from traditional gold jewellery including Kundan, Polki,
Filigree and Temple that showcases the legendary design and craftsmanship of various
parts of India right up to contemporary diamond jewellery & solitaires.

Renowned for its high quality, competitive pricing and superior customer service
experience, Reliance Jewels have touched millions of lives in various ways and earned
trust & loyalty amongst customers. Offering BIS Hallmarked Gold, Internationally Certified
Diamonds and Free Jewellery insurance, the brand further assures complete peace of
mind to its customers.
Ajio, a fashion and lifestyle brand, is a natural extension of the Reliance legacy in fashion
which started with the iconic brand-Vimal in 1975. Ajio was unveiled in April 2016 at Lakme
Fashion Week, Mumbai. Its also the first pan-India ecommerce venture by Reliance Retail
and is focused on making premium fashion accessible to all.

AJIOs brand mission is to live life to its fullest, aligning itself to the call to live that is Jio.
AJIO is a style philosophy, a brand foremost. We are a style destination, offering
handpicked curated fashion across a unique selection of own brand, international brands,
authentic handcrafted artisanal products, inspired indie and national brands. We offer a
significant majority of exclusive merchandise that customers will not find elsewhere.

With the advanced internet infrastructure built by Jio and a robust physical retail business
built by Reliance Retail, we are creating a differentiated e-commerce model for India. This
model will entail seamless integration of online and offline while innovating across superior
customer experience, delivery services and payment ecosystem. Ajio App is available for
download on Google play and Apple App Store.

Reliance Footprint is a leading specialty family footwear retail chain that caters to the
footwear needs of the entire family. Reliance Footprint offers widest range of international,
domestic and Reliance owned brands across mens footwear, womens footwear, kids
footwear, handbags, backpacks, luggage, socks, belts, wallets and shoe care products.

At Reliance Footprint, we believe in the quality of our products and service which is the
sole reason for our success. Be it indoor, outdoor, formals, casuals, sports, parties, ethnic
or occasional, we offer the best in-trend fashion footwear and accessories for all age
Extending its reach, Reliance Footprint operates its omni-commerce platform
Footprint360 bringing the convenience to shop your favorite pair of footwear from
anywhere any time. 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.


India has often been called a nation of shopkeepers. Presumably the reason for this is;
that, a large number of retail enterprises exist in India. In 2004, there were 12 million such
units of which 98% are small family businesses, utilizing only household labour. Even
among retail enterprises, which employ hired workers, a majority of them use less than
three workers.

Retailing is the combination of activities involved in selling or renting consumer goods and
services directly to ultimate consumers for their personal or household use. In addition to
selling, retailing includes such diverse activities as, buying, advertising, data processing
and maintaining inventory.

While sales people regularly call on institutional customers, to initiate and conclude
transactions, most end users or final customers, patronize stores. This makes store
location, product assortment, timings, store fixtures, sales personnel, delivery and other
factors, very critical in drawing customers to the store.

Final customers make many unplanned purchases. In contrast those who buy for resale or
use in manufacturing are more systematic in their purchasing. Therefore, retailers need to
place impulse items in high traffic locations, organize, store layout, trains sales people in
suggestion , and place related items next to each other, to stimulate purchase.

Department Stores
Discount Stores
Clothing Stores
Specialty retailers
Convenience Stores
Grocery Stores
Drug Stores
Home furnishing retailers
Auto Retailers
Direct Sales Catalogue and mail order companies
Some e-commerce businesses


Organized retailing in India was estimated at Rs.18, 000 crores in 2002-2003 and has
grown at about 40% over the last 3 years.

Retailing has a tremendous impact on the economy. It involves high annual sales and
employment. As a major source of employment retailing offers a wide range of career
opportunities including; store management, merchandising and owning a retail business.

Consumer benefits from retailing in that, retailers perform marketing functions that makes it
possible for customers to have access to a broad variety of products and services.
Retailing also helps to create place, time and possession utilities. A retailer's service also
helps to enhance a product's image.

Retailers participate in the sorting process by collecting an assortment of goods and

services from a wide variety of suppliers and offering them for sale. The width and depth of
assortment depend upon the individual retailer's strategy.

They provide information to consumers through advertising, displays and signs and sales
personnel. Marketing research support is given to other channels, members.

They store merchandise, mark prices on it, place items on the selling floor and otherwise
handle products; usually they pay suppliers for items before selling ,,them to final
customers. They complete transactions by using appropriate locations, and timings, credit
policies, and other services e.g. delivery.
Retailing in a way, is the final stage in marketing channels for consumer products.
Retailers provide the vital link between producers and ultimate consumers.


Successful retail operations depend largely on two main dimensions: margin and turnover.
How far a retail enterprise can reach in margin and turnover depends essentially on the
type of business (product lines) and the style and scale of the operations. In addition the
turnover also depends upon the professional competence of the enterprise.

In a given business two retail companies may choose two different margin levels, and yet
both may be successful, provided the strategy and style of management are appropriate.


Ronald R. Gist "Suggested a conceptual frame work, using margin and turnover, for
understanding the retail structure and evolving a retail strategy."

Margin is defined as the percentage mark tip at which the inventory in the store is sold and
turnover is the number of times the average inventory is sold in a year. This is a
diagrammatic representation of the frame work and can be applied to almost any type of
retail business.

Depending upon the, combination of the two parameters, a retail business will fall into one
of the four quadrants. For instance L-L signifies a position which is low on both margin and
turnover; whereas, H-L indicates high margin and low turnover.


Such an operation assumes that low price is the most significant determinant of customer
patronage. The stores in this category price their products below the market level.
Marketing communication focuses mainly on price. They provide very few services; if any,
and they normally entail an extra charge whenever they do. The merchandise in these
stores are generally pre-sold or self sold. This means that the customers buy the product,
rather than the store selling them.

These stores are typically located in isolated locations and usually stock a wide . range of
fast moving goods in several merchandise lines. The inventory consists of well known
brands for which a consumer pull is created by the manufacturer through national
advertising. Local promotion focuses on low price. Wal-mart in the United States is an
example and Pantaloon Chain or Subhiksha are Indian examples of such stores.

This operation is based on the premise that distinctive merchandise, service and sales
approach are the most important factors for attracting customers. Stores in this category
price their products higher than those in the market, but not necessarily higher than those
in similar outlets. The focus in marketing communication is on product quality and

Merchandise is primarily sold in store and not pre-sold. These stores provide a large
number of services and sell select, categories of products. They do not stock national
brands which are nationally advertised. Typically, a store in this category is located in a
down town area or a major shopping center. Sales depend largely on salesmanship and
image of the outlet.


These stores generally stock a narrow line of products with turnover of reasonably high
frequency. They could be situated in a non-commercial area but not too far from a major
thoroughfare. Their location advantage allows them to charge a higher price. High
overhead costs and, low volumes also necessitate a higher price.


Retail enterprises in this category are pushed to maintain low margins because of price
wars. Compounding this problem is the low volume of sales, which is probably a result of
poor management, unsuitable location etc. such businesses, normally get wiped out over a
period of time.


Regardless of the particular type of retailer (such as a supermarket or a department store),

retailers can be categorized by (a) Ownership, (b) Store strategy mix, and (c) Non store

Form of Ownership
A retail business like any other type of business, can be owned by a sole proprietor,
partners or a corporation. A majority of retail business in India are sole proprietorships and
Independent Retailer

Generally operates one outlet and offers personalized service, a convenient location and
close customer contact. Roughly 98% of all the retail businesses in India, are managed
and run by independents, including barber shops, drycleaners, furniture stores,
bookshops, LPG Gas Agencies and neighborhood stores. This is due to the fact that into
retailing is easy and it requires low investment and little technical knowledge. This
obviously results in a high degree of competition..

Most independent retailers fail because of the ease of entry, poor management skills and
inadequate resources.

Retail Chain

It involves common ownership of multiple units. In such units, the purchasing and decision
making are centralized. Chains often rely on, specialization, standardization and elaborate
control- systems. Consequently chains are able to serve a large dispersed target market
and maintain a well known company name. Chain stores have been successful, mainly
because they have the opportunity to take advantage of "economies of scale" in buying
and selling goods. They can maintain their prices, thus increasing their margins, or they
can cut prices and attract greater sales volume. Unlike smaller, independent retailers with
lesser financial means, they can also take advantage of such tools as computers and
information technology. Examples of retail chains in India are Shoppers stop; West side
and IOC, convenience stores at select petrol filling stations.

Retail Franchising

Is a contractual arrangement between a "franchiser" (which may be a manufacturer,

wholesaler, or a service sponsor) and a "franchisee" or

Franchisees, which allows the latter to conduct a certain form of business under an
established name and according to a specific set of rules. The franchise agreement gives
the franchiser much discretion in controlling the operations of small retailers. In exchange
for fees, royalties and a share of the profits, the franchiser offers assistance and very often
supplies as well. Classic examples of franchising are; McDonalds, Pizza Hut and Nirulas.

A retail cooperative is a group of independent retailers that have combined their financial
resources and their expertise in order to effectively control their wholesaling needs. They
share purchases, storage, shopping facilities, advertising planning and other functions. The
individual retailers retain their independence, but agree on broad common policies. Amul is
a typical example of a cooperative in India.

Store Strategy Mix

Retailers can be classified by retail store strategy mix, which is an integrated combination
of hours, location, assortment, service, advertising, and prices etc. The various categories

(A) Convenience Store:

Is generally a well situated, food oriented store with long operating house and a limited
number of items. Consumers use a convenience store; for fill in items such as bread, milk,
eggs, and chocolates and candy etc.

(B) Super markets:

Is a diversified store which sells a broad range of food and non food items. A supermarket
typically carries small house hold appliances, some apparel items, bakery, film developing,
jams, pickles, books, audio/video CD's etc. The Govt. run Super bazaar, and Kendriya
Bhandar in Delhi are good examples of a super market. Similarly in Mumbai, we have
Apna Bazar and Sahakari Bhandar.

(C) Department Stores:

A department store usually sells a general line of apparel for the family, household linens,
home furnishings and appliances. Large format apparel department stores include
Pantaloon, Ebony and Pyramid. Others in this category are: Shoppers Stop and Westside.

(D) Speciality Store:

Concentrates on the sale of a single line of products or services, such as Audio equipment,
Jewellery, Beauty and Health Care, etc. Consumers are not confronted with racks of
unrelated merchandise. Successful specialty stores in India include, Music World for audio
needs, Tanishq for jewellery and McDonalds, Pizza Hut and Nirula's for food services.

(E) Hyper Markets:

Is a special kind of combination store which integrates an economy super market with a
discount department store. A hyper market generally has an ambience which attracts the
family as whole. Pantaloon Retail India Ltd. (PRIL) through its hypermarket "Big Bazar",
offers products at prices which are 25% - 30% lower than the market price.

Non Store Retailing

In non store retailing, customers do not go to a store to buy. This type of retailing is
growing very fast. Among the reasons are; the ability to buy merchandise not available in
local stores, the increasing number of women workers, and the presence of unskilled retail
sales persons who cannot provide information to help shoppers make buying decisions

The major types of non store retailing are:

(A) In Home Retailing

Where, a sales transaction takes place in a home setting - including door-door selling. It
gives the sales person an opportunity to demonstrate products in a very personal manner.
He/She has the prospect's attention and there are fewer distractions as compared to a
store setting. Examples of in home retailing include, Eureka Forbes vaccum cleaners and
water filters.

(B)Telesales/Telephone Retailing

This involves contact between the prospect and the retailer over the phone, for the
purpose of making a sale or purchase. A large number of mobile phone service providers
use this method. Other examples are private insurance companies, and credit companies

(C)Catalog Retailing

This is a type of non store retailing in which the retailers offers the merchandise in a
catalogue, which includes ordering instructions and customer orders by mail. The basic
attraction for shoppers is convenience. The advantages to the retailers include lover
operating costs, lower rents, smaller sales staff and absence of shop lifting. This trend is
catching up fast in India. Burlington's catalogue shopping was quite popular in recent
times. Some multi level marketing companies like Oriflame also resort to catalogue

(D)Direct Response Retailing

Here the marketers advertise these products/ services in magazines, newspapers, radio
and/or television offering an address or telephone number so that consumers can write or
call to place an order. It is also sometimes referred to as "Direct response advertising." The
availability of credit cards and toll free numbers stimulate direct response by telephone.
The goal is to induce the customer to make an immediate and direct response to the
advertisement to "order now." Telebrands is a classic example of direct response retailing.
Times shopping India is another example.

(E)Automatic Vending

Although in a very nascent stage in India, is the ultimate in non personal, non store
retailing. Products are sold directly to customers/buyers from machines. These machines
dispense products which enable customers to buy after closing hours. ATM's dispensing
cash at odd hours represent this form of non store retailing. Apart from all the multinational
banks, a large number of Indian banks also provide ATM services, countrywide.

(F) Electronic Retailing/E-Tailing

Is a retail format in which retailers communicate with customers and offer products and
services for sale, over the internet. The rapid diffusion of internet access and usage, and
the perceived low cost of entry has stimulated the creation of thousands of entrepreneurial
electronic retailing ventures during the last 10 years or so. Amazon.com, E-bay and
Bazee.com HDFCSec.com are some of the many e-tailers operating

Is a hypothesis that attempts to explain the emergence of new retailing institutions and
their eventual decline and replacement by newer retailing institutions? Like products
retailing institutions also have a life cycle.

According to this theory new retailers enter the market as, low margin, low price, low status
institutions. The cycle begins with retailers attracting customers by offering low price and
low service. Over a period of time these retailers want to expand their markets and begin
to stock more merchandise, provide more services, and open more convenient locations.
This trading up process. Increases the retailers costs and prices, creating opportunities for
new low price retailers to enter the market.

The evolution of the department store illustrates the "wheel of retailing" theory. In its entry
phase, the department store was a low cost-low service venture. With time it moved up into
the trading-up phase. It upgraded its facilities, stock selection, advertising and service. The
same department store then moves into the vulnerability phase, because it becomes
vulnerable to low cost/low service formats, such as full line discount stores and category
specialists. Figure 1.5 illustrates this theory. While the wheel hypothesis has a great deal of
intuitive appeal and has been borne out in general by many studies of retail development,
it only reflects a pattern. It is not a sure indicator of every change, nor was it ever intended
to describe the development of every individual retailer.


There are many factors for retailers to consider while developing and implementing their
marketing plans. Among the major retailing decisions are these related to

(a) Target markets

(b) Merchandise management

(c) Store location

(d) Store image

(e) Store personnel

(f) Store design

(g) Promotion

(h) Credit and collections.

Target Markets: Although retailers normally aim at the mass market, a growing number
are engaging in marketing research and market segmentation, because they are finding it
increasingly difficult to satisfy everyone. Through a careful definition of target markets,
retailers can use their resources and capabilities to position themselves more effectively
and achieve differential advantage. The tremendous growth in number of speciality stores
in recent years is largely due to their ability to define precisely the type of customers, they
want to serve.

Merchandise Management: The objective here is to identify the merchandise that

customers want, and make it available at the right price, in the right place at the right time.
Merchandise Management includes (i) merchandise planning (ii) merchandise purchase,
and (iii) merchandise control. Merchandise planning deals with decisions relating to the
breadth and depth of the mix, needed to satisfy target customers to achieve the retailers
return on investment. This involves sales forecasting, inventory requirements, decisions
regarding gross margins and mark ups etc. Merchandise buying involves decisions relating
to centralized or decentralized buying, merchandise resources and negotiation with
suppliers. Merchandise Control: deals with maintaining the proper level of inventory and
protecting it against shrinkage (theft, pilferage etc.).

Store Location: Location is critical to the success of a retail store. A store's trading-area is
the area surrounding the store from which the outlet draws a majority of its customers. The
extent of this area depends upon the merchandise sold. For example some people might
be willing to travel a longer distance to shop at a speciality store because of the unique
and prestigious merchandise offered. Having decided on the trading area a specific site
must then be selected. Factors affecting the site include, traffic patterns, accessibility,
competitors' location, availability and cost and population shifts within the area.

Store Image: A store image is the mental picture, or personality of the store, a retailer likes
to project to customers. Image is affected by advertising, services; store layout, personnel,
as well as the quality, depth and breadth of merchandise. Customers tend to shop in stores
that fit their images of themselves.

Store Personnel: Sales personnel at a retail store can help build customer loyalty and
store image. A major complaint in many lanes of retailing, is the poor attitude of a
salesperson. There is a growing trend now, to provide training to, these sales clerks to
convert them from order takers to effective sales associates.

Store Design: A store's exterior and interior design affect its image and profit potential.
The exterior should be attractive and inviting and should blend with the store's general
surroundings. The term "Atmospherics" is used to refer to the retailer's effort at creating the
right ambience. Merchandise display is equally important. An effective layout guides the
customer though the various sections in the store and facilitates purchase.

Promotion: retail promotion includes all communication from retailers to consumers and
between sales people and customers. The objective is to build the stores image, promote
customer traffic, and sell specific products. It includes both, personal and non personal
promotion. Personal communication is personal selling - the face to face interaction
between the buyer and the seller. Department stores and speciality stores, emphasize this
form of promotion. Non personal promotion is advertising. The media used are TV, Radio,
Newspapers, Outdoor displays and direct mail, other forms of promotion include, displays,
special sales, give always and contests etc.

Credits & Collections: Retailers are generally wary of providing credit, because of
additional costs-financing accounts receivables, processing forms and bad debts etc. But
many customers prefer some form of credit while purchasing. This explains the popularity
of different types of credit cards and debit cards.


In recent years the nature of retailing has changed dramatically, as firms try to protect their
positions in the market place. Many customers are no longer willing to spend as much time
on shopping as they once did. Some sectors of retailing have become saturated, several
retailers are operating under high levels of debt and number of retailers after running
frequent "sales", have found it difficult to maintain regular prices.

Retailers are adapting to the shopping needs and time constraints of working women, dual
earner households and the increased customer interest in quality and customer service:

Shopping Malls: A growing number of shopping malls are coming up all over the country.
In north India; there seems to be a proliferation of such malls surrounding Delhi, in places
like Gurgaon and Noida. In general they target higher income customers, with their
prestigious specialty shops, restaurants and department stores.

Factory Outlets: Manufacturers are opening factory outlets to sell off surplus inventories
and outdated merchandise. This forward vertical integration gives manufacturers greater
control' over distribution, than selling the merchandise to off price retailers. Mohini knitwear
of Ludhiana (Punjab) and number of woolen and hosiery manufacturers set up their outlets
in Delhi during winters.

Non Store Retailing: Non store retailing is accelerating at a faster rate than in store
retailing. This includes direct marketing. In Home shopping TV shopping and e-tailing etc.

Diversification of Offerings: Scrambled (unrelated products or services) merchandising

is taking on a broader meaning and inter type competition among retailers is growing. For
instance Citibank is organizing tourist trips and sending mail order catalogues to its credit
card customers.

Impact of Technology on Shopping Behaviors: The way retailers present their

merchandise and conduct their transactions are changing. Cable TV Channels are used to
present merchandise, Videos have replaced catalogues and computer linkages to acquire
information and make purchases are on the increase. Virtual shopping through PDA's is
another possibility.
Multi Channel Retailing: Traditional store based and catalogue retailers are placing more
emphasis on their electronic channels and evolving into multi channel retailers, because
they can reach new markets and overcome limitations posed by traditional formats.
Detailed explanation of all the questions mentioned in the questionnaire:

Q1. Gender of the respondent

This question is to observe and record the gender of the respondent.

The options available are (a) male (b) female.

Q2. For the purpose of classification please tell me which age group you fall under?

This question basically helps in to know the range of age of the respondent who has visited the retail

The options available are (a) less than 16years (b) 16-25years (c) 26-35years (d) 36-45years (e) 46-
60years (f) More than 60years.

Q3. Is todays visit your first visit to this store?

This question helps in determining the level of impression or expectation about the outlet that the respondent has. It
also helps in knowing the comfortness of the respondent.

The options available are (a) First visit (b) I (we) have shopped before at the store.

Q4. Have you also shopped at other stores of Reliance Retail?

This question determines if the respondent has already visited other retail formats of Reliance or is it
his/her first time visit to a reliance retail outlet.

The options available are (a) Yes (b) No

If the option (a) yes is chosen by respondent, then Q5 is being asked. If the option (b) No is chosen by
respondent, then Q6 is being asked.

Q5. Please tell me which stores?

This question gives a clear idea of those outlets of Reliance Retail that are previously visited by the
respondent. It also makes the respondent feel that reliance is one.

The options available are (a) Reliance Fresh (b) Reliance Smart (c) Reliance Market (d) Reliance
Digital/ Digital Express (e) Reliance Footprints (f) Reliance Trends (g) Reliance Jewels. Here
the respondent can choose over more than one option i.e. multiple answers are possible.


This question gives an idea of the number of people visiting the outlet along with the respondent.
The options available are (a) Alone (b) In a group. If the option (a) alone is chosen by respondent, then
Q8 is being asked. If the option (b) In a group is chosen by respondent, then Q7 is being

Q7. Who all have accompanied you today for shopping?

This question gives a clear picture of who all have accompanied the respondent for shopping at the

The options available are (a) Spouse- wife/husband (b) kids (c) parents (d) relatives (e) friends/
neighbours (f) colleagues (g) Domestic help (servant / Maid/ Driver) (h) others.

Q8. When you left home today did you specifically plan to come to this store?

This question explains about specifically planning of the respondent for the visit at the outlet. It also
gives idea about the involvement of the respondent i.e. if its high or low. Targeted shopping
preference can be known if respondent has specifically planned to come to the store.

The options available are (a) Yes (b) No.

Q9. May I ask you that after you complete your shopping in this store, where will you go?

This question helps in getting to know the journey cycle plan of the respondent. In case the respondent
gets confused, prompting of options is done.

The options available are (a) I/ We will go home (b) I/ We will be visiting some other stores / do for
more shopping (c) I/ We will go for a movie (d) I/ We will go to a restaurant/ food court (e) I/
We will be visiting some relatives (f) others.

Q10. Were you able to buy all what you had come to buy at this store?

This question explains if Reliance Retail outlet is able to fulfill the entire wants of basket that
respondent is looking for.

The options available are (a) Yes I bought everything I wanted (b) Yes I bought some of the things
which I wanted to buy today (c) No I didnt buy anything today.

Q11. Basis your overall shopping experience will you shop again at this store?

This question explains the overall shopping experience respondent had in the store which would
further decide in re-visiting the store again or not.

The options available are (a) Yes (b) Maybe (c) No.

Q12. Basis your overall shopping experience in this store would you recommend this store to your
family/ friends/ neighbours?

This question explains if the respondent would recommend the outlet to his/her family/ friends /
neighbours based on the overall shopping experience that he/she had.
Q13. Which of the statement / smiley best describes how satisfied or dissatisfied you are with your
overall shopping experience today at this store?

This question explains about the level of satisfaction that the respondent has felt during his overall
shopping experience at the outlet.

The options available are (a) Very dissatisfied (b) Somewhat dissatisfied (c) Neither satisfied nor
dissatisfied (d) Somewhat satisfied (e) very satisfied.

Q14. Following are some of the attributes which customers like you have used to evaluate the
shopping experience. As I read out each attribute, please let me know with the help of the
response card, how satisfied or dissatisfied you are basis your shopping experience today at
the present store?

This explains about the level of satisfaction that the respondent has with the different 15 parameters
related to the shopping experience in the present outlet. The 15 different parameters are :
Availability of products
Variety and range of products
Prices of products in the store
Store staff interaction
Time taken for billing
Cleanliness inside the store
Space for movement inside the store
Lighting / Illumination inside the store
Promotions, Offers and Discount Schemes
Overall checkout Experience
RelianceOne loyalty programme
Parking facility for the store
Signboards and direction to easily locate sections and products
Air conditioning inside the store
Product Quality


A1. Freshness / Quality of fruits and vegetables

A2. Availability of your preferred pack sizes
A3. Range and quality of chilled and refrigerated products


B1. Store has products of latest trends / fashion
B2. Availability of size options for you
B3. Trial room facility
B4. Availability of popular brands


C1. Availability of latest products/ models
C2. Assistance, Information & Demonstration provided by sales staff
C3. Options for extended warranty/ AMC/ After sales service/ Installation
D1. Availability of latest designs
D2. Workmanship and quality of products


E1. Store has products of latest trends / fashion
E2. Availability of size options for you
E3. Availability of popular brands

Q15. Which mode of transport do you use to come to this store?

This question helps in understanding the medium of journey, to the outlet, of the respondent.

The options available are (a) Walk (b) Bus (c) Local train / Metro (d) Auto rickshaw/ Cab (e) cycle
rickshaw (f) 2 Wheeler (g) Car (h) Refused.

Q16. How far is this store from your house?

This question gives an idea of how much distance is the respondent willing to travel for reaching the

The options available are (a) Within 1km (b) 1km-2kms (c) 2.1kms-3kms (d) 3.1kms-5kms (e) 5.1kms-
10kms (f) More than 10kms

Q17. How much time you take to reach this store from your house?

This question gives an idea of how much time is the respondent willing to travel to visit the outlet.

The options available are (a) Less than 5minutes (b) 5-10minutes (c) 11-15minutes (d) 16-30minutes
(e) 31-60minutes (f) 61-90minutes (g) More than 90minutes

Q18. How frequently do you shop from/ visit the store?

This question describes the frequency that the respondent maintains for visiting the outlet.

The options available are (a) daily (b) every 2-3days (c) once a week (d) once in 1-2weeks (e) once a
month (f) once every 1-2month (g) once every 3months (h) once every 6months (i) once a year

Q19. For classification purpose can you please tell me how many people reside in your house?

This question gives an idea about the total family size of the respondent. The answer in Q19 should be
same with that of Q20.

Q20. Can you please tell me number of your household members by each age group?

This question describes total number of family members in terms of the different age group.

The options available are (a) Children less than 18years (b) Working adults more than 18years-
60years (c) Non-working adults (d) Senior Citizens (more than 60years old).

Q21. For the classification purpose, we want to know your working status, can you please tell me what
is your current occupation?

This question helps in knowing the occupation of the respondent.

The options available are

Skilled/ Unskilled worker, Farm worker, Urban household domestic worker, Sanitation
Worker (Safai Karmchari), Industrial worker
Businessman / Industrialist / Big trader / Contractor (Employing more than 10 workers) (c) Self
Employed Professional: Doctor / Lawyer/Advocate / Chartered Accountant / Architect /
Management Consultant (with independent practice), Artist, Author
Junior Executive (Private Sector/Govt. Employee), Clerical staff, School teacher
(Primary/Secondary), Armed Forces (Non-officer cadre)
Govt. employee/Armed forces (Officer cadre), Corporate executive (Senior/Middle level), School
Principal, College Lecturer, University Professor, Doctor/Nurse/Compounder employed with
Supervisory Level Executive: Industrial / Construction / Service sector supervisor / Team leader
level supervisor (Non-managerial white collar worker)
(g)Housewife/Homemaker (Not formally employed)
(j) Retired
(k) Refused
(l) Other (please specify).

Q22. Are you a RelianceOne member i.e. do you have RelianceOne Loyalty Card membership?

This question helps in knowing if the respondent has RelianceOne Loyalty Card.

The options available are (a) Yes (b) No.

Q23. Can you please share with me your RelianceOne Membership card number? (16 digits only)

This question helps in taking note of the respondents RelianceOne Membership card number that
will further help in knowing the purchasing pattern of him/her.


Q24. Can you please tell me on an average what is your households monthly budget for food,
beverages, grocery and other household cleaning products?

This question describes an average spending by the respondent on monthly food, beverages, grocery
and other household products. It is mentioned in terms of amount value.

Q25. And approximately what % or proportion of the above monthly household budget do you buy
from Reliance Stores?

This question helps in getting a quantitative figure that is bought by respondent from Reliance outlet
to fulfill his/her monthly household demand. It is mentioned in percentage (%).

Survey Methodology:

Survey methodology is the field that studies the sampling of individuals from a population with a view towards
making statistical inferences about the population using the sample. Polls about public opinion, such as political
beliefs, are reported in the news media in democracies. Other types of survey are used for scientific purposes.
Surveys provide important information for all kinds of research fields, e.g., marketing research, psychology, health
professionals and sociology. A survey may focus on different topics such as preferences (e.g., for a presidential
candidate), behavior (smoking and drinking behavior), or factual information (e.g., income), depending on its
purpose. Since survey research is always based on a sample of the population, the success of the research is
dependent on the representativeness of the population of concern.

Survey methodology seeks to identify principles about the design, collection, processing, and analysis of surveys in
connection to the cost and quality of survey estimates. It focuses on improving quality within cost constraints, or
alternatively, reducing costs for a fixed level of quality. Survey methodology is both a scientific field and a profession.

The most important methodological challenges of a survey methodologist include making decisions on how to:

Identify and select potential sample members.

Contact sampled individuals and collect data from those who are hard to reach (or reluctant to respond).

Evaluate and test questions.

Select the mode for posing questions and collecting responses.

Train and supervise interviewers (if they are involved).

Check data files for accuracy and internal consistency.

Adjust survey estimates to correct for identified errors.

Survey samples can be broadly divided into two types:

(a) Probability samples and (b) non probability samples

Stratified sampling is a method of probability sampling such that sub-populations within an overall population are
identified and included in the sample selected in a balanced way.

Methods of data collection

There are several ways of administering a survey. The choice between administration modes is influenced by several
factors, including 1) costs, 2) coverage of the target population, 3) flexibility of asking questions, 4) respondents'
willingness to participate and 5) response accuracy. Different methods create mode effects that change how
respondents answer, and different methods have different advantages.

The most common modes of administration can be summarized as:

Mail (post)

Online surveys

Personal in-home surveys

Personal mall or street intercept survey

Hybrids of the above.

Response formats

Usually, a survey consists of a number of questions that the respondent has to answer in a set format. A distinction is
made between open-ended and closed-ended questions. An open-ended question asks the respondent to formulate
his own answer, whereas a closed-ended question has the respondent pick an answer from a given number of
options. The response options for a closed-ended question should be exhaustive and mutually exclusive. Four types
of response scales for closed-ended questions are distinguished:

Dichotomous, where the respondent has two options

Nominal-polytomous, where the respondent has more than two unordered options
Ordinal-polytomous, where the respondent has more than two ordered options

(bounded)Continuous, where the respondent is presented with a continuous scale

A respondent's answer to an open-ended question can be coded into a response scale afterwards, or analysed using
more qualitative methods.

Interviewer effects:
Survey methodologists have devoted much effort to determine the extent to which interviewee responses are
affected by physical characteristics of the interviewer. Main interviewer traits that have been demonstrated to
influence survey responses are race, gender and relative body weight (BMI) . These interviewer effects are
particularly operant when questions are related to the interviewer trait. Hence, race of interviewer has been shown
to affect responses to measures regarding racial attitudes, interviewer sex responses to questions involving gender
issues, and interviewer BMI answers to eating and dieting-related questions. While interviewer effects have been
investigated mainly for face-to-face surveys, they have also been shown to exist for interview modes with no visual
contact, such as telephone surveys and in video-enhanced web surveys. The explanation typically provided for
interviewer effects is that of social disability. Survey participants may attempt to project a positive self-image in an
effort to conform to the norms they attribute to the interviewer asking questions.

Primary research:

Primary research consists of the collection of original primary data. It is often undertaken after the researcher has
gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data.
It can be accomplished through various methods, including questionnaire and telephone interviews in market
research, or experiments and direct observation in the physical sciences, amongst others.

The term primary research is widely used in academic research, market research and competitive intelligence.

Secondary research:

Secondary research involves the summary, collation and/or synthesis of existing research rather than primary
research, where data is collected from, for example, research subjects or experiments.

In a market research context, secondary research is taken to include the re-use by a second party of any data
collected by a first party or parties.

Sometimes secondary research is required in the preliminary stages of research to determine what is known
already and what new data is required, or to inform research design. At other times, it may be the only
research technique used.

A key performance area in secondary research is the full citation of original sources, usually in the form of a
complete listing or annotated listing.
Secondary sources could include previous research reports, newspaper, magazine and journal content, and
government and NGO statistics.


A questionnaire is a research instrument consisting of a series of questions and other prompts for the
purpose of gathering information from respondents.

Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as
much effort from the questioner as verbal or telephone surveys, and often have standardized answers that
make it simple to compile data. However, such standardized answers may frustrate users. Questionnaires are
also sharply limited by the fact that respondents must be able to read the questions and respond to them.
Thus, for some demographic groups conducting a survey by questionnaire may not be practical.

As a type of survey, questionnaires also have many of the same problems relating to question construction
and wording that exist in other types of opinion polls.


A distinction can be made between questionnaires with questions that measure separate variables, and
questionnaires with questions that are aggregated into either a scale or index.[1] Questionnaires within the
former category are commonly part of surveys, whereas questionnaires in the latter category are commonly
part of tests.

Questionnaires with questions that measure separate variables could for instance include questions on:

preferences (e.g. political party)

behaviors (e.g. food consumption)

facts (e.g. gender)

Questionnaires with questions that are aggregated into either a scale or index, include for instance questions
that measure:

latent traits (e.g. personality traits such as extroversion)

attitudes (e.g. towards immigration)

an index (e.g. Social Economic Status)

Question sequence

In general, questions should flow logically from one to the next. To achieve the best response rates,
questions should flow from the least sensitive to the most sensitive, from the factual and behavioral to the
attitudinal, and from the more general to the more specific.

Basic rules for questionnaire item construction

Use statements which are interpreted in the same way by members of different subpopulations of the
population of interest.
Use statements where persons that have different opinions or traits will give different answers.

Think of having an "open" answer category after a list of possible answers.

Use only one aspect of the construct you are interested in per item.

Use positive statements and avoid negatives or double negatives.

Do not make assumptions about the respondent.

Use clear and comprehensible wording, easily understandable for all educational levels

Use correct spelling, grammar and punctuation.

Avoid items that contain more than one question per item

Sources of Data

Prima ry Source-

The primary data was collected by means of a survey. Q uestionnaires were prepared and customers of
the Reliance trends at two branches were approached to fill up the questionnaires. The questionnaire
contains 15 questions which reflect on the type and quality of services provided by the Reliance trends to
the customers. The response o f the customer is recorded on a grade scale of strongly disagree, disagree,
uncertain, agree and strongly agree for some questions. The filled up information was later analyzed to
obtain the required interpretation and the findings.

Seconda ry Source-

In order to have a proper understanding of the customer service of Reliance trneds a depth study was
done from the various sources such as books, a lot of data is also collected from the official websites of
the Reliance trends and the articles from various search engines like Google, yahoo search and

The research design is exploratory till identification of customer services parameters. Later it becomes
descriptive when it comes to evaluating customer perception of customer service of the Reliance trends.
Descriptive research, also known as statistical research, describes data and characteristics about the population or
phenomenon being studied. Descriptive research answers the questions who, what, where, when and how.

Although the data description is factual, accurate and systematic, the research cannot describe what caused
a situation. Thus, descriptive research cannot be used to create a causal relationship, where one variable
affects another. In other words, descriptive research can be said to have a low requirement for internal

The description is used for frequencies average and other statistical calculations. Often the best approach,
prior to writing descriptive research, is to conduct a survey investigation.
Qualitative research often has the aim of description and researchers may follow-up with examinations of
why the observations exist and what the implications of the findings are.



Since it is not possible to study whole universe, it becomes necessary to take sample from the universe to know
about its characteristics.

Sampling Units: Customers of Reliance Retail Outlets ie Reliance Digital (Kharvela Nagar,
Bhubaneswar), Reliance Fresh (Sahid Nagar, Bhubaneswar) and Reliance Trends (Janpath,
Sample Technique: Random Sampling
Research Instrument: Structured Q questionnaire
Contact method: Personal interview i.e. face to face interview

The survey was conducted in the city of Bhubaneswar, Odisha with three outlets i.e. Reliance Trends
(Janpath), Reliance Fresh (Sahid nagar) & Reliance Digital (Kharvela nagar), with 383 customers as

Data is collected from various customers through personal interaction. Some other information is
collected through secondary data also. Data was collected through a structured questionnaire, likert
technique is used. Likert scale is simply a statement which the respondent is asked to evaluate according
to any kind of subjective or objective criteria, generally the level of agreement and disagreement is
The questionnaire consists of two parts. The first part consists of three questions concerning the
demographic information of the respondent such as the name, age, occupation and gender. The second part
consisting of respondents perception about the customer services of Retail outlet of Reliance.


The study is only for the Reliance trends confined to a particular location and a very small
sample of respondents. Hence the findings cannot be treated as representative of the entire retail industry.
Respondents may give biased answers for the required data. Some of the respondents
did not like to respond.

Respondents tried to escape some statements by simply answering neither agree nor
disagree to most of the statements. This was one of the most important limitations faced, as it was
difficult to analyze and come at a right conclusion.
In our study we have included 383 customers because of time limit.