A PROJECT REPORT ON

Retail Shopper Buying Behavior &

Experience Evaluation across
Reliance Retail Stores/Outlets

A report submitted in partial fulfilment of the requirements for the award of

Post Graduate Diploma in Management

Submitted by

Aditya Agrawal

18RM903
TABLE OF CONTENTS

CHAPTER TABLE NAME PAGE

NO.

I Summer Project Certificate 5

Letter of Transmittal 6
Ii

Iii Letter of Authorization 7

Iv Acknowledgement 8

V Company Certificate 9

1. Company Profile 9

2. Executive Summary 10

3. Literature Review 12

4. Research Objective 15

5. Data Analysis & Results 18

6. Observational Recordings 38

7. Recommendations 39

8. Conclusions 41

Vi References 42

Vii Appendix 43

2|Page
LIST OF CHARTS AND GRAPHS

FIGURE NO. FIGURE NAME PAGE

Gender of Respondents 18
1.1

1.2 Age Group of Respondents 18

1.3 Occupational Status of Respondents 19

1.4 Frequency of store visits by customers 19

1.5 Graph Showing New Customers & Repeat Customers 20

1.6 Customers who Planned to visit the Store 20

1.7 Customers who have and haven’t visited other RR Outlets 21

1.8 Number of Customers who have visited different RR Outlets 21

1.9 Distance Travelled by Customers to visit the Store 22

1.10 Time Taken by Customers to visit the Store 23

1.11 Overall Shopping Experience 24

1.12 Level of Satisfaction for Various Attributes 26

1.13 Level of Satisfaction for Various Attributes 26

1.14 Level of Brand Agreement 27

1.15 Customers who purchased Online in past 3 months 27

1.16 Awareness of the Ajio.com 28

1.17 Shopping at Ajio.com 28

 SUMMER PROJECT CERTIFICATE

This is to certify that Mr. Aditya Agrawal Roll No. 18RM903 a student of PGDM (Retail Management)
has worked on Summer Project titled “Retail Shopper Buying Behavior & Experience Evaluation across
RR Stores/Outlets” at Reliance Retail Limited After Trimester III in Partial fulfilment of the requirement
for the Post Graduate Diploma in Management Programme. This is his original work to the best of my
knowledge.

Date: Signature

Dr. Pankaj Priya

(Faculty Mentor)
 Letter of Transmittal
Date: June 15, 2019
Mr. Vimal D Patel,
Chief Manager,
Reliance Retail Limited,
3rd Floor, Court House, Lokmanya Tilak Marg,
Dhobi Talao, Mumbai-400 002, India

Dear Sir,
Summer Project Report

Attached herewith is a copy of my summer-project report on “Retail Shopper Buying Behavior &
Experience Evaluation across RR Stores/Outlets” which I am submitting in order to mark the completion
of a 10-week summer project at your organization. This report was prepared by me using the best of
practices and summarizes the work performed on the project and is being submitted in partial fulfilment
of the requirements for the award of the diploma.

I would like to mention that the overall experience with the organization and you were very good, and
helped me to know how work is carried out in real practice with the help of your esteemed organization.
I feel honored that I got an opportunity to work with Reliance Retail Limited, a company of great
repute.

I hope I did justice to the project and added some value to the organization.
Yours truly,
Aditya Agrawal
 LETTER OF AUTHORIZATION

I, Aditya Agrawal, a student of Birla Institute of Management Technology (BIMTECH), hereby

declare that I have worked on a project titled “ Retail Shopper Buying Behavior & Experience
Evaluation across RR Stores/Outlets ” during my summer internship at “Reliance Retail Limited”, in
partial fulfilment of the requirement for the Post Graduate Diploma in Management Program.

I guarantee/underwrite my research work to be authentic and original to the best of my

knowledge in all respects of the process carried out during the project tenure.

My learning experience at Reliance Retail Limited under the guidance of Mr. Vimal D Patel,
Chief Manager and Dr. Pankaj Priya, Professor (BIMTECH), has been truly enriching.

Date: June 15, 2019 (Aditya Agrawal)

 Acknowledgement

I would like to gratefully acknowledge the contribution of all the people who took an active part
and provided valuable support to me during the course of this project. To begin with, I would
like to offer my sincere thanks to Mr. Vimal D Patel, Chief Manager, for giving me the
opportunity to do my summer training at Reliance Retail Limited. Without his guidance,
support and valuable suggestions during the research, the project would not have been
accomplished.

My heartfelt gratitude also goes to the entire staff of Reliance Retail Limited for their co-
operation and willingness to answer all my queries and provide valuable assistance.

I also sincerely thank Dr Pankaj Priya, my faculty mentor at BIMTECH, who provided valuable
suggestions, shared his rich corporate experience and helped me script the exact requisites.

Last, but not least, I would like to thank all the members of the company for sharing their
experience and giving their valuable time to me during the course of my project.
 Chapter 1

Company Profile

Reliance Retail Limited is a subsidiary company of Reliance Industries Limited. Founded in 2006, it is the
largest retailer in India in terms of revenue. Founder of Reliance Retail is Mukesh Ambani and V
Subramaniam is CEO. Its retail outlets offer foods, groceries, apparel and footwear, lifestyle and home
improvement products, electronic goods, and farm implements and inputs. The company’s 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. It had a total of 3,837 stores in April 2018 in India with an area of
over 17.7 million square feet across 750 cities, with yearly revenue of over ₹690 billion ($10 bn US)
Reliance Retail is Reliance Industries Limited's retail initiative and is essential to consumers. It has
established powerful and lasting ties with millions of customers in a brief moment, by offering them
unlimited choice, exceptional value, superior quality and unequalled experience in all its shops. Reliance
Retail has a multi-pronged approach and runs a chain of local shops, supermarkets and wholesale money
and transportation shops, specialty shops, and internet shops, and has democratized access to a wide
range of services and goods for Indian customers across different sections.

It serves the customers in the following categories:

1. Food and grocery (Reliance Fresh, Reliance Smart & Reliance Market).
2. Consumer Electronics (Reliance Digital, Reliance Digital Express Mini & Jio stores)
3. Fashion & lifestyle (Reliance Trends, Reliance Trends Women, Project Eve, Reliance Footprints,
Reliance Jewels & AJIO.com)

In its quest to shape social-socio-economic matters in India, reliance Retail is committed to "better
life."It has an exclusive partnership with many renowned global products such as Diesel, Superdry,
Kenneth Cole, Brooks Brothers, Steve Madden, Payless Shoe Source and many other companies. The
holding firm of Reliance Retail Limited, a subsidiary of Reliance Industries Limited, runs the retail trade.
 Chapter 2

EXECUTIVE SUMMARY
The Retail industry is Indian economic system's maximum booming industry and is currently, after
agriculture, one of the largest employers in the economy. Some renowned economists say that retail is
known as one of the main pillars of India's financial system. Some of the sector's biggest players will
soon join the industry. The Indian retail industry emerges as one of the international's Largest industries.
In 2017, the Indian retail enterprise's entire business volume rose to US$ 672 billion. It is expected that
through 2021 it will reach US$ 1,200 billion and by the end of 2026 around US$ 1,750 billion. India, with
a good amount of big younger adult customer base, turns into a favorable market for retailers and
distributors with extended disposable income and relaxed FDI standards. The income of India's Offline
Retailers (B&M) in Rs 10,000–12,000 crores (US$ 1.39–2.77 billion) in FY-20 is expected to grow.
This project is aimed to illustrate the consumer's purchasing behavior due to boom in disposable
incomes of the people, new infrastructural centers being made to be available hence affecting the
buying behavior of the customer. In the study, factors that affect consumer behavior, the source of
purchases, and the variables that have an effect on the habits of a cutting-edge store consisting of
reliability etc Of retail shops are analyzed.
In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as
a key differentiator and increasingly has become a key element of business strategy. Customer
satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from
person to person and product/service to product/service. The state of satisfaction depends on a number
of both psychological and physical variables which correlate with satisfaction behaviors such as return
and recommend rate. The level of satisfaction can also vary depending on other factors the customer,
such as other products against which the customer can compare the organization's products. The
enormous retail boom in India has given space to many companies who have mushroomed out to
benefit from this retail boom, which is nothing but a structured format of the unorganized retail
business which is being done in India from ages. Many stores have come up with exquisite interiors,
state of the art infrastructure and the best possible products or services to the customer which has led
to the growth of mall culture in India. The stores try and attract customers by providing them with such
services and plethora of options in products and services in different categories so that they can retain
customers for long and make them loyal towards their retail stores. The retail business is booming in
India and there has been remarkable
 shift in the buying behavior of the people from traditional stores to these departmental stores. It becomes
important for the marketers to understand these relationships service quality and customer satisfaction.

 Customer satisfaction is most often related to purchase, loyalty and retention behavior with an effect on
an organizations profitability.
 Customer satisfaction characterizes itself by a high degree of word-of-mouth where satisfied customers
are most likely to share their experiences with other people to the order of perhaps five or six
people. Equally well, dissatisfied customers are more likely to tell another ten people of their
unfortunate experience.

Organisations will not succeed by simply doing more of what they are doing now; organisations need to
do some things differently to differentiate themselves. This is where a customer satisfaction approach
becomes a powerful strategic business development tool.
The study additionally makes a speciality of finding out the current status of Reliance Retail and
determine where it stands inside the current marketplace. People normally come to organized retail
store as they get quality products at cheap costs at extra discounts/ offer underneath one roof. It is also
true that organised retail stores sell their items at a discounted prices in comparison to the unorganised
retailers in the marketplace. Even it gives correct picture of service quality and ambience to its
customers which inspire them to go to and shop more. Herein, the primary data have been collected
through structured questionnaires. Based on the analysis of the collected data, findings,
recommendations, limitations, and conclusion have been derived. This customer experience evaluation
study is a well-defined way of understanding the needs and wants of the customers. The analysis of the
data will help Reliance Retail to improve on its in-store customer experience, brand image, brand
awareness and to check any gaps in service quality if any.
For that reason I recommend organizations to carry out the following strategic proposition;

 Special discount or saving schemes can be induced to boost up the customer’s preference towards
dairy products.
 Increase awareness regarding the Reliance One loyalty programme
 Dedicated cash tills for customers with five or less than five items to ensure faster billing, less
waiting time in queues, faster gratification enabling better overall customer experience of the
customers in store.
 Chapter 3

LITERATURE REVIEW

 “The behavior of consumer is considered to be the study of why, when, where and how people
prefer or prefer not to buy a particular product. It takes into consideration and mix together the
basics of their economic status, their psychology, the society and the social anthropology. It in
short tries to recognize the decision of the buyer either individually or collectively. It examines
uniqueness of individual consumers such as their behavioral variables and demographics in an
effort to identify state of people’s requirements.”
 Consumer behavior is also the study of processes and consumers used to select, dispose and
consume services and products. All decisions of marketing are concerned on consumer
behaviors knowledge and assumptions. Researching consumer behavior is a critical process, but
understanding consumer behavior is difficult to marketers and the marketers can use it to: 1)
target consumers effectively; 2) offers customer satisfaction and value; 3) expand base of the
knowledge in the marketing field; 4) create competitive benefit; 5) develop services and
products; 6) develops company’s value; 7) applies strategies of marketing towards positive
effect on society and 8) understand how customers look their rivalries products versus their
products. Consumer behavior is the study of organizations, individuals or groups and the
processes they use to choose, use, dispose and protect services, products, ideas or experiences
to satisfy the influences and requirements that these processes have on the society and
customers.”
 It makes an effort to evaluate influence on the buyer from their close group such as friends,
reference groups, family as well as in general the society. The general definition of consumer
behavior is that one of the studies a marketer uses to understand a consumer better and
forecast on how their behaviors change when coming to buying decisions.
 Consumer behavior is the decision maker or behavior of the consumer in the market place of
the services and goods. From the application of psychology, sociology, and demographics, the
marketers can begin to understand why the consumers form attitudes and make decisions to
purchase the product. Consumer behavior is based on the consumer playing three different
roles of buyer, payer and user. Consumer behavior reflects totality on decision of consumers
with respect to the consumption, disposition and acquisition of services, products, experiences,
 activities, ideas and people by units of decision making. Consumer behavior entails all activities
of consumers linked with the use, buying and disposal of services and products including the
mental, behavioral and emotional responses of consumers that determine, follow or precede
these activities.
 Consumer behavior reflects the totality of customer’s decision with respect to consumption,
acquisition and disposition of products, services, tasks, people, ideas and experiences by units of
decision making. Consumer behavior includes why they purchase, what they purchase, when
they purchase, how often they purchase, where they purchase, influence of such evaluation on
future, how they calculate it after the purchase and how they regulate it. Consumer behavior
means more than just how an individual purchases product. The manner in which the customers
purchase is 56 extremely important to marketers. It is essential to know how a customer reacts
towards varied product features, advertisements and costs in order to assure powerful
competitive benefit.
 Purchase intention, heavily influenced by customer satisfaction, refers to a willingness to
purchase more in the future. Hence, service quality leads to higher customer satisfaction
and higher current and future sales revenues.
 Compared and contrasted the customer perceptions related to satisfaction with the
conventional grocery stores as compared to specialty grocery stores. Their study examined store
attributes regarding merchandise assortment, price, quality, and service in order to determine
which of these attributes have the greatest impact on store satisfaction for each store format.
The results imply that while specialty store shopper satisfaction characteristics are clearly
delineated, conventional store shopper characteristics are more difficult to pinpoint.
 The effect of shoppers’ demographic, geographic and psychographic dimensions in terms of
choice of store format. They did so by using a mall intercept survey questionnaire and
interviewed more than a thousand retail store customers. They used both descriptive and
inferential statistical tools such as multivariate and factor analysis. Their findings suggested that
age, gender, occupation, monthly income, family size have a significant association with retail
format choice decisions. The findings from shoppers' psychographic dimensions like values,
lifestyle factors, and shopping orientations resulted in segmentation of food and grocery retail
consumers into hedonic, utilitarian, autonomous, conventional and socialization type.
 Examining the store's attributes as a signal for the customer-retailer relationship building in
the context of department store operations. Factor analysis identified store attribute factors
relevant to department store environments were found: post
transaction service, direct mail, interpersonal communication, merchandise, preferential
treatment, and store atmosphere. Four store attributes (direct mail, interpersonal
communication, merchandise, and preferential treatment) involve perceived relationship
investment, while one store attribute dimension (store atmosphere) directly contributes to
perceived relationship quality. Perceived relationship investment positively influences perceived
relationship quality, which in turn influences behavioral and attitudinal loyalty intentions.
 Chapter 3

RESEARCH OBJECTIVE

The project aims at studying retail buying behavior of customers and the instore shopping experience of
Reliance retail customers across all of these outlets here in Delhi-NCR region. Analyzing it will provide
the company with the data driven in-sights regarding the same and will help the company to improve
overall customer experience in the future.

The report will also help Reliance Retail in understanding the consumer behavior with respect to
different aspects of store attributes, brand loyalty, brand awareness, brand equity & etc.

APPROACH TO PROBLEM

The study was made through analyzing the customer responses from different questionnaires made
specifically for to target certain set of customers. Three questionnaires were used to collect data i.e.
questionnaire for Reliance Retail outlets (Reliance Fresh, Reliance Smart, Reliance Market, Reliance
Digital, Reliance Footprints, Reliance Trends, Reliance Jewels), Jio stores & Reliance petrol pumps.

To interact with the consumers directly, individual visits were made to outlets as decided by the industry
mentor. Each store was allocated for a period for seven days for the interns to gather primary data by
interviewing the customers with the help structured questionnaires.

The structured questionnaires were prepared by the marketing and customer research department of
the company and covered all the aspects of in store experience, consumer behavior in a retail store and
etc. The customer responses were uploaded on a digital survey on surveymonkey.com (same as that of
the hard copy provided by the company) maintained and controlled by Reliance Retail.

The analysis was then made upon the different kind of behavior shown by different segment of the
people and retailers’ perception about the product and offering along with their thoughts about the
potential consumer’s expectation and wants. Certain recommendations were made upon the findings,
to improve the customer acquisition, retention and satisfaction.
 RESEARCH METHODOLOGY

SOURCE OF DATA
All the data which is used for the study is collected by doing a face – face interview with the customers
walking into a Reliance Retail/Jio Petro Outlet. They were asked questions about their satisfaction level
on various aspect/attributes of the store.
A complete set of Structured Questionnaire was prepared by the Company for one to one interview with
the Customers walking in whether buying or not.

SAMPLE SIZE
Data from 130 respondents was be taken to extrapolate data for Reliance Fresh store and give
recommendations for the same.

RESEARCH INSTRUMENT
Considering the nature of the study as well as for obtaining authentic information from the respondents,
data was collected through a structured questionnaire.
For doing the analysis using analytical tools Like Independent Sample t-Test, Regression Analysis,

METHODOLOGY ADOPTED

The exploratory research was designed to collect the data by interviewing the customers and analyse
the customer experience of shopping from Reliance Retail Outlets. The survey was conducted to know
the customers perception about their shopping experience at Reliance Retail Outlets like Reliance Fresh,
Reliance Trends etc. The sample included all the customers walking into RR stores whether they make a
purchase or not. The analysis was conducted with the view to identify the touch points and improve the
customer experience. For e.g. It would identify how they feel inside a Reliance Retail or to the extent
they are satisfied with the various services offered by the company.

NEED FOR THE STUDY

The retailer's main challenge is to create products and services that will succeed in the market. The
retailer can build a product that is expected to be successful on the market with a correct understanding
of consumers. The starting point for strategy development is to understand consumer buying behavior.
Its understanding helps to identify the channels of communication, demonstrating consumer knowledge
that can help an organization evaluate how well its product positioning objectives have been achieved.
The company tries to examine, with the help of studying consumer conduct, how its products are
perceived, whether or not the positioning strategy was considered successful.
It is necessary for the retailer to know the consumers because they know how, when and where
customers use the product or service sold by the retailers. The retailer can make an objective analysis of
internal strengths and weakness if he understands consumer behavior. This analysis may reveal some
startling facts and provide guidance for future strategies of differentiation.
 Chapter 4

Data Analysis and Results

Survey Demographics:

Gender

Females
Males 25% Males
75% Females

Graph 1.1 Gender of the Respondents (%)

During the time of interviewing the customers who are visiting the store, the male respondents at times
informed that getting Household groceries is part of their family responsibility shared with the members
of their family. This activity breaks the general notion that women (25%) of the household bear the
responsibility getting groceries, fruits, vegetables, beverages and etc. for day to day consumption for a
household.

Age Profile

More than 60 16 - 25 years

46 - 60 years years 29%
12% 4%

36 - 45 years
21%

26 - 35 years
34%60 years
16 - 25 years26 - 35 years36 - 45 years46 - 60 yearsMore than

Graph 1.2 Age Group of the Respondents (%)

The largest percentage of the consumers belonged to the 26-35 age group which is 34%. Consumers
falling under the age group of 16-25 made about 29% of the sample, while the middle-aged customers
falling in the age group of 36-45 represented 21% of the sample. Consumers over the age of 60
accounted for only 4% of the sample.

Occupation

OTHERS 0.8
RETIRED 5.4
UNEMPLOYED 0.8
STUDENT 20
HOUSEWIFE / HOMEMAKER (NOT FORMALLY… 13.1
SALESMAN/ STORE ASSOCIATES,SUPERVISOR:… 2.3
MIDDLE/ SENIOR EXECUTIVE OFFICER - GOVT.… 20.8
JUNIOR EXECUTIVE OFFICER (PRIVATE SECTOR/GOVT.… 4.6
SELF EMPLOYED PROFESSIONAL: DOCTOR /… 7.7
BUSINESSMAN / INDUSTRIALIST / BIG TRADER /… 16.9
SMALL SHOP OWNER, SMALL TRADER, HAWKER 6.9
SKILLED/ UNSKILLED WORKER, FARM WORKER, URBAN… 0.8

0 5 10 15 20 25

Graph 1.3 Occupational Status of Respondents

As per the graph 1.3, out of all the respondents interviewed at store most customers were
Middle/Senior Executive Officer i.e. 20.8%, followed by Students with 20%, residents who were retired
they constituted around 5.4 % of the customer pool who were interviewed and so on.

Frequency of visit

ONCE A YEAR
0
ONCE EVERY 6 MONTHS 0.2
ONCE EVERY 3 MONTHS
3
ONCE EVERY 1-2 MONTH
16.5
ONCE A MONTH 16.6
ONCE IN 1-2 WEEKS
14.5
ONCE A WEEK
19
EVERY 2-3 DAYS 21.7
DAILY
8.5
0 5 10 15 20 25

Graph 1.4 Frequency of visit of the customers visiting the store

From the given above graph we can clearly infer that a major share of customers came to the store
every 2-3 days, i.e. 21.7%, followed by customers who visited the store on a weekly basis i.e 19%

Repeatability of customers:

First visit
5%

I (we) have
shopped before at this store
95%

Graph 1.5 Graph showing new customers and repeat customers

Maximum number of respondents interviewed were repeat customers (95%) and some of the customers
even told that they has been visiting the store since it had been opened in the area way back many
years.

Planned visit:

Yes
86% No
14%

Graph 1.6 Customers who planned on coming to store

86% of the customers who are visiting the store came to this store planned to visit this store only.
Acquaintance with other Reliance Retail stores

No
45%
Yes
55%

Graph 1.7 Customers who have and haven’t visited other RR formats

Other Reliance Retail Formats visited - Around 55% of the customers interviewed have claimed that they
are aware and also have either been to or shopped at other formats of Reliance Retail and of which
customers mostly visited Reliance Trends and Reliance Fresh contributing around 50% of the customers
who have ever visited any RR store.

Total, 70
Count of Reliance Fresh
Total, 58
Count of Reliance Smart Count of Reliance Market Count of Reliance Digital Count of Reliance Footprint Count of Re
Total, 51

Total, 35

Total, 19

Total, 11

Total, 3 Total, 3 Total, 4

Graph 1.8 Number Customers who have visited different RR formats

Catchment analysis

Distance from the store:

2.1 kms - 3 kms

8%
3.1 - 5 kms
3%
1 km - 2kms
36% 5.1- 10 kms
0%

More than 10 kms

1%

Within 1 km
52%

Graph 1.9 Distance travelled by customers to visit the Store

Inference:

The above pie chart diagram illustrates that most of the respondents preferred convenience and are not
ready to travel more than 2 Kms to buy the household necessities. This can lead to the store losing its
market share due to its location. In such a situation ‘Free home delivery service’ can be used and
maintain the sales and the customer base of the store.

Time taken to reach the store:

More than 90 minutes

2
61-90 minutes 0.5
31-60 minutes 2.7
16-30 minutes
4.5
11- 15 minutes
14.9
5-10 minutes 42
Less than 5 minutes
33.1
0 5 10 15 20 25 30 35 40 45
 Graph 1.10 Time taken by Customers to reach the Store (%)

Since the store covered is located in a residential area of Delhi, most of the customers who arrived at
the store lived nearby i.e. in the area around 1 Kms come to the store for shopping. As it is clear from
the bar chart given above that a majority of customers come from an area within a Km hence it most of
the customers coming from that area not more than 5-10 minutes to reach the store. This proportion of
customers contribute to 42% of total customers visiting the store.

Inner Circle shows area within 1 km range, second circle shows the area within 3 KM radius and the
outermost circle shows the area within 5km radius.

Marketing Campaigns should be done in the area for areas which are in a 5km radius so that more and
more customers could visit the store for their purchases and special discounts could also be given by
sending them promotions on their mobile phones
Overall Shopping Experience:

Graph 1.11 Overall Shopping Experience (%)

More than 3/4th of the customers who visited the store on interviewing claimed that they were
somewhat satisfied with their visit to the store.

Customers have varying degree of expectations when it comes to the various aspects of retail stores. A
basic idea of the customer preferences is required to increase the level of customer satisfaction. The
survey conducted on the residents of the catchment area of the new store revealed that:
 The visibility of the products is very important for most of the customers of the organized retail
stores. A well-arranged bay and proper visibility of the products with the offerings and price clearly
mentioned makes it convenient for the customers to choose.
 The degree of staff assistance required by the customers is also high since the area of the stores is
large and the required product or brand cannot be easily located. A well-trained staff with courteous
behavior should be present in the store for customer assistance.
 As found out in the previous questions of the survey the price is an important factor for the
customers. Offering lower prices or discounts helps in attracting the customers and motivates
consumers to revisit the stores.
 A lower price offering wouldn’t allow the room for a lower quality. The quality needs to be maintained
as it is associated with the name of the brand and helps in maintain long term contacts with customers.
 The customers today have a large option of stores to choose from so an after-sale service should be
provided to ensure the satisfaction of the customers and redress the grievances.
 The offers and discounts of the store need to be communicated to the customers. As seen above the
favorite medium of communication would be pamphlets or catalogues.
 The ambience of the store is essential as it provides a unique buying experience. The interiors, shelf
spacing, lighting and proper moving space are some of the factors that need to be taken into
account.
 At the end of the buying comes the point of billing. A courteous and well-trained staff is required as
the customers become really impatient waiting in the long queues or incorrect billing of their
products.

Net Promoter Score

Net promoter score or NPS is used to find out the customer satisfaction which is a critical driving factor
in customer experience and point out the benefits of a brand custodian. It is a customer loyalty metric
and its objectives are to find a clear and simple interpretable customer satisfaction score which can be
compared over time. It basically helps to differentiate between brand promoters and detractors.

We have taken people who agreed that they trust the Reliance brand name as Promoters and who do
not agree with the statement as Detractors.

Net Promoter Score= (% of Promoter - % of Detractors)

Net Promoter Score= (86.72 – 9.92)

Net Promoter Score= 76.8

Attribute level shopping satisfaction:

R A N G E A N D Q U A L I T Y O F C H I L L E D & …00.8 12.8 63.2 19.2 4

AVAILABILITYOF PREFERRED PACKSIZ 20.4 17.6 61.6 15.2 3.2

ES
F R E S H N E S S O F F R U I T S & V E G E T A B L E S 00..88 18.4 64 12 4

T O I L E T / W A S H R O O M F A C I L I T I E S 00.087.2 8.8 83.2

P R O D U C T Q U A L I T Y 10.6 54.4 44

AIRCONDITIONINGINSIDETHESTORE 10.6 39.2 59.2

SIGNBOARDSANDSIGNAGES 0 26.4 52.8 20 0.8

PARKINGFACILITYFORTHESTORE 13.6 12 9.6 44 16.8

RELIANCEONELOYALTYPROGRAMME 0 8.8 32 9.6 49.6

OVERALLCHECKOUTEXPERIENCE 20.4 16 49.6 32

Very dissatisfied Somewhat dissatisfied Neither satisfied nor dissatisfied

Somewhat satisfied Very satisfied No response

P R O M O T I O N , O F F E R S & D I S C O U N T S 10.6 19.2 52 27.2

ILLUMINATIONINSIDETHESTORE 03.2 64.8 32

SPACEFOR MOVEMENT INSIDETHE STOR 03.2 16.8 56.8 23.2

E

C L E A N L I N E S S I N S I D E T H E S T O R E 1.06 12 62.4 24

TIMETAKENFORBILLING 2.4 8 20.8 48 20.8

STORESTAFFINTERACTION 0 13.6 65.6 20.8

P R I C E S O F P R O D U C T S 10.6 19.2 56.8 22.4

V A R I E T Y A N D R A N G E O F P R O D U C T S 10.6 20.8 50.4 27.2

A V A I L A B I L I T Y O F P R O D U C T S 03.2 18.4 64 14.4

Very dissatisfied Somewhat dissatisfied Neither satisfied nor dissatisfied

Somewhat satisfiedVery satisfiedNo response

Graph 1.12 & Graph 1.13 Showing the level of Satisfaction for various Attributes(%)

All of the attributes when analysed inform that most of the customers were somewhat satisfied with
their store experience as per the store attributes shown in the bar charts given above.
Brand level Agreement:

R E L I A N C E S T O R E S A R E M E A N T F O R P E O P L E L I K E M E 014.5 25.4 69.2

I H A V E F A I T H T H A T I W I L L G E T B E S T S E R V I C E A T A 1.15 6.5 36.1 55

RELIANCE STORE
R E L I A N C E S T O R E S E L L S L A T E S T A N D T R E N D I E S T01.7.7 10.2 44.8 42.5
PRODUCTS

I T R U S T T H E R E L I A N C E B R A N D N A M E 1.12 7.2 37.8 52.7

IGETTHEBESTPRICESONPRODUCTSATARELIANCE 12 9.7 46.3 41

STORE
IGETTHEBESTQUALITYANDGENUINEPRODUCTSATA 01.5.57.2 32.6 58.2
RELIANCE STORE
I SHOPAT THIS STORE BECAUSE IT IS A RELIA 4.525.2 28.9 59.5
NCESTORE

Completely disagreeSomewhat disagreeNeither agree nor disagreeSomewhat agreeCompletely agree

Graph 1.14 Showing the level of Brand Agreement(%)

More than 55% of the customer were somewhat satisfied with the different type of attributes
associated with brand association, loyalty, trust, faith & etc.

Online behavior of consumers

Online shopping done by customers in the past 3 months

NO 45.6

YES 54.4

40 42 44 46Online shop4p8ing in % 50 52 54 56

Graph 1.15 Customers who Purchased online in past 3 months(%)

Customers aware of the website AJIO.com

NO 58.4

YES 41.6

0 10 20 Are you aware

30 of AJIO 40 50 60 70
.com in %

Graph 1.16 Awareness of the AJIO.com

Customers purchasing from AJIO.com

NO 96.8

YES 3. 2

0 20Have you pur4ch0ased from AJ6IO0 in the past 38m0 onths in % 100 120

Graph 1.17 Shopping at AJIO.com

Hypothesis Testing

Independent Sample t-Test

Test 1 – Relationship Between Gender and their overall experience at the store.

H1: To find out whether there is a significant relationship between the Gender of the respondents and
the overall shopping experience at a particular store on a given day.

HA: µ: There is no significant relationship between the Gender of the respondents and the overall
shopping experience at a particular store on a given day.

Ho: µ: There is a significant relationship between the Gender of the respondents and the overall shopping
experience at a particular store on a given day.

Independent Samples Test

Levene's Test t-test for Equality of Means
for Equality
of Variances
F Sig. t df Sig Mean Std. Error 95% Confidence
. Differenc Differenc Interval of the
(2- e e Difference
tailed Lowe Uppe
) r r
Respons Equal 1.41 .23 - 399 .767 -.021 .071 -.160 .118
e variance 2 5 .29
s 7
assumed
Equal - 220.73 .759 -.021 .068 -.156 .114
variance .30 7
s not 7
assumed

Interpretation: -

Ho: σ 12 = σ 22: Equal Variances Assumed

HA: σ 12 ≠ σ 22: Equal variances not assumed

From the above SPSS output sheet for Levene's Test for Equality of Variances, the value = 1.412

P value > α so we accept Ho

Thus, the assumption of homogeneity of variances is kept since equal variance is assumed, the p-value is
0.767

Here, p > α, so we reject our H A and accept Null hypothesis, there is no significant relationship between
the Gender and the Overall satisfaction.

Hence from the above test we can infer that there is no significant relationship between the
Gender of the respondents and the overall shopping experience of the customers visiting the
Reliance Retail outlets. Satisfaction regarding various store attributes does not depend upon
the gender of the customers, it is independent and can depend on other factors but Gender.

Hypothesis testing

To check whether there is a significant difference between online shopping and awareness of AJIO.com
of the respondents.

Step 1: Framing the null hypothesis:

H0: There is no significant difference between the two variables.
H1: There is a significant difference between the two variables.

Step 2: Setting up the level of significance i.e. 0.05 (confidence level 95%)
Step 3: Selecting the variables and running the chi-square test.

Chi-Square Tests

Value df Asymptotic Exact Sig. (2- Exact Sig. (1-

Significance sided) sided)
(2-sided)

Pearson Chi-Square 62.578a 1 .000

Continuity Correctionb 59.729 1 .000

Likelihood Ratio 73.816 1 .000

Fisher's Exact Test .000 .000

Linear-by-Linear 62.077 1 .000

Association

N of Valid Cases 130

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 23.71.

b. Computed only for a 2x2 table

From the table, the value of significance for Chi-square test is 0.000 which is less than 0.050,
hence we reject the null hypothesis and accept alternative hypothesis i.e. there is a significant
difference between online shopping and awareness of AJIO.com of the respondents.

Crosstab

Count

AJIOAware Total

1 2

OnlineShopping 1 50 18 68

2 7 55 62

Total 57 73 130

From the above table we can refer to the values of OnlineShopping where 1 denotes Yes and 2
denotes No and for AJIOAware 1 denotes “Yes” and 2 denotes “No”, as per the cross tabulation
it can be seen that only if a customer has done online shopping then he/she has done shopping
from AJIO.com, meaning that there is a significant association between OnlineShopping and
AJIOAware.

I. To check whether there is a significant difference between gender and awareness of

AJIO.com of the respondents.

Step 1: Framing the null hypothesis:

H0: There is no significant difference between the two variables.
H1: There is a significant difference between the two variables.

Step 2: Setting up the level of significance i.e. 0.05 (confidence level 95%)
Step 3: Selecting the variables and running the chi-square test.
 Chi-Square Tests

Value df Asymptotic Exact Sig. (2- Exact Sig. (1-

Significance sided) sided)
(2-sided)

Pearson Chi-Square 2.877a 1 .090

Continuity Correctionb 2.255 1 .133

Likelihood Ratio 2.857 1 .091

Fisher's Exact Test .120 .067

Linear-by-Linear 2.854 1 .091

Association

N of Valid Cases 130

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 16.64.

b. Computed only for a 2x2 table

From the table, the value of significance for Chi-square test is 0.090 which is more than 0.05,
hence we accept the null hypothesis i.e. there is no significant difference between gender
and awareness of AJIO.com of the respondents.

II. To check whether there is a significant difference between other Reliance Retail stores
visited and awareness of AJIO.com of the respondents.

Step 1: Framing the null hypothesis:

H0: There is no significant difference between the two variables.

H1: There is a significant difference between the two variables.

Step 2: Setting up the level of significance i.e. 0.05 (confidence level 95%)
Step 3: Selecting the variables and running the chi-square test.

Chi-Square Tests
 Value df Asymptotic Exact Sig. (2- Exact Sig. (1-
Significance sided) sided)
(2-sided)

Pearson Chi-Square 21.451a 1 .000

Continuity Correctionb 19.797 1 .000

Likelihood Ratio 22.458 1 .000

Fisher's Exact Test .000 .000

N of Valid Cases 130

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 23.71.

b. Computed only for a 2x2 table

From the table, the value of significance for Chi-square test is 0.000 which is less than 0.050,
hence we reject the null hypothesis and accept alternative hypothesis i.e. there is a significant
difference between other Reliance store visited and awareness of AJIO.com of the respondents.

Regression: -

1. Factors influencing Customer’s Overall Shopping Experience:

Multiple regression gives us the relationship between one continuous dependent variable &
more than one continuous independent variables/predictors or attributes. It gives an idea about
how well a set of variables is able to predict a particular outcome or explain the variance of
dependent variable & which variable in a set of variables is the best predictor of outcome.
For the analysis, Overall Shopping Experience is considered to be dependent variable whereas
Toilet / Washroom facilities, Prices of products in the store, Promotions, Offers and Discount
Schemes, Cleanliness inside the store, Parking facility for the store, Product quality, Reliance
One mobile linked loyalty programme, Air Conditioning inside the store, Variety and range of
products, Signboards and directions to easily locate sections and products, Lighting inside the
store, Store Staff Interaction, Time taken for billing, Overall Checkout Experience, Space for
movement inside the store, Availability of products are considered as independent factors.

Following are the multiple regression output of SPSS:

 Model Summaryb
Model R R Adjusted Std. Error Change Statistics Durbin-
Square R Square of the Watson
Estimate R F df1 df2 Sig. F
Square Change Change
Change
1 .494a .244 .213 .612 .244 7.757 16 384 .000 1.890
a. Predictors: (Constant), Toilet / Washroom facilities, Prices of products in the store, Promotions, Offers and Discount
Schemes, Cleanliness inside the store, Parking facility for the store, Product quality, Reliance One mobile linked loyalty
programme, Air Conditioning inside the store, Variety and range of products, Signboards and directions to easily locate
sections and products, Lighting inside the store, Store Staff Interaction, Time taken for billing, Overall Checkout Experience,
Space for movement inside the store, Availability of products
b. Dependent Variable: Overall Satisfaction

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 46.546 16 2.909 7.757 .000b
Residual 144.003 384 .375
Total 190.549 400
a. Dependent Variable: Overall Satisfaction
b. Predictors: (Constant), Toilet / Washroom facilities, Prices of products in the store, Promotions, Offers and Discount
Schemes, Cleanliness inside the store, Parking facility for the store, Product quality, Reliance One mobile linked loyalty
programme, Air Conditioning inside the store, Variety and range of products, Signboards and directions to easily locate
sections and products, Lighting inside the store, Store Staff Interaction, Time taken for billing, Overall Checkout Experience,
Space for movement inside the store, Availability of products

Coefficientsa
Model Unstandardized Standardized t Sig. Collinearity
Coefficients Coefficients Statistics
B Std. Beta Tolerance VIF
Error
1 (Constant) 1.692 .544 3.110 .002
Availability of products .275 .057 .354 4.845 .000 .369 2.708
Variety and range of .020 .059 .025 .336 .737 .369 2.713
products
Prices of products in the .469 .043 .011 .213 .012 .802 1.247
store
Store Staff Interaction .167 .041 .203 4.021 .000 .771 1.296
 Time taken for billing -.030 .024 -.067 - .214 .680 1.471
1.245
Cleanliness inside the store .019 .043 .024 .443 .658 .684 1.462
Space for movement inside .021 .042 .028 .490 .624 .612 1.635
the store
Lighting inside the store -.053 .052 -.052 - .316 .731 1.368
1.004
Promotions, Offers and .348 .049 .064 1.302 .014 .808 1.237
Discount Schemes
Overall Checkout .040 .034 .063 1.160 .247 .660 1.516
Experience
Reliance One mobile linked -.025 .022 -.060 - .247 .732 1.367
loyalty programme 1.160
Parking facility for the store .021 .019 .050 1.063 .289 .882 1.134
Signboards and directions .000 .031 -.001 -.011 .991 .842 1.187
to easily locate sections
and products
Air Conditioning inside the -.009 .029 -.015 -.310 .757 .886 1.129
store
Product quality .396 .056 .079 1.731 .024 .938 1.067
Toilet / Washroom facilities -.002 .032 -.003 -.068 .945 .910 1.098
a. Dependent Variable: Overall Satisfaction

Interpretation:

1. Model Summary Table: Here, we can see that value of R square is 0.244 i.e. 24.4% variability
in Overall Shopping Experience is explained by our selected store attributes.

2. ANOVA Table: It gives statistical significance of result by testing null hypothesis that the multiple
regression in the population is equal to zero & that the model is not statistically significant. Since
in our result significance is 0.000 hence, p<0.0005 & hence the null hypothesis is rejected & our
model & its results are statistically significant.

3. Coefficients Table: ‘B’ values under unstandardized coefficients are used to construct regression
equation as follows:

Overall Shopping Experience = 1.692 + .275(Availability) + .167 (Store Staff Interaction) +

0.469 (Prices of the Product) + .396 (Product Quality) + .348 (Promotions,

Offers & Discount Schemes)

 4. According to our analysis, Prices of the Products in the store explains maximum of variability in
Overall Shopping Experience, followed by the Product Quality.
5. According to our results, Prices of the Products, followed by the Product Quality are making
statistically significant contribution to prediction of Overall Shopping Experience.

Data and Results of Regression analysis

On checking Model Summary Table, it is found that the R Square value is .244. This tells that 24.4% of
variance of dependent variable, Overall Customer experience is explained by the independent variables.
The significance value in the ANOVA table, it can be seen that it is less than .05. Hence it is proved that
the model is valid and significant. In the coefficients table, the factors with significance level less than .
05 means that they are making significant contribution to variance of overall customer experience. All
the factors selected for the model has a correlation of above .35 with dependent variable. From the
Regression analysis, the factors that are recognized to have the higher impact on customer satisfaction
are:
 Availability of the Products in the Store: It is the ambience of the store.
 Quality of Product.
 Store Staff Interaction: It represents staff behavior and knowledge.
 Price of the Product
 Promotions, offers and Discount Schemes

Regression Equation:

Overall Customer Experience =.244 + .275(Availability) + .167 (Store Staff Interaction) +

0.469 (Prices of the Product) + .396 (Product Quality) + .348 (Promotions, Offers & Discount
Schemes)

 Attributes Rating
Data and results of the analysis on comparing the means of Satisfaction level of Customers regarding
various attributes of Various Formats of Reliance Retail are given below :

Format Latest Product Store Staff Product Quality Product Pricing

Availability Interaction

Fresh 4.31 3.95 4.69 4.42

 Digital 3.73 4.19 3.89 3.63

Trends 4.45 4.39 4.56 4.12

Inference: -

 Latest Product Availability :- From the above table we can infer that the Fresh store which is a
neighborhood standalone store selling mainly Fruits & Vegetables and other grocery items has a
good availability of the products in the store, whereas a digital store lacks in the availability of the
product due to wish customers are switching to the competitors located nearby. Whereas, in the
case of the Trends store which shows that the availability of the products in the store is quite good
as a good amount of customers stated that they are very much satisfied with the availability of the
Products in the store.
 Store Staff Interaction :- Incase of Fresh format of Reliance Retail, there is less requirement of Store
staff interaction as the purchase of the product is pre-decided, repeat or sometimes impulse so not
much staff interaction is required whereas, in the case of Reliance Digital Store, the ticket size of
products is quite high hence a lot of expertise is required in buying the electronics , therefore it
could be seen that in case of Digital store, customers were more satisfied with the store staff
interaction, coming on to Apparel Arm of Reliance Retail which is Reliance Trends, store staff
interaction was more as fashion category also needs assistance about the latest trends prevailing in
the market.
 Product Quality :- Customers were found to be the least satisfied with the product quality of Digital
Store, because of the poor customer service, whereas in the case of Fresh & Trends format
satisfaction among the customers for product quality was quite good.
 Product Pricing :- Satisfaction among the customers for the Digital Format was least among the lot
because of the reason that competitors are providing the same products at relatively lower prices,
whereas incase of Trends and Fresh it was not found.

Results of Hypothesis testing

 There is no significant relation between occupational status and overall shopping experience
of the customers at the day of interview.
 There is no significant relation between overall shopping experience and gender.
 There is a significant relation between online shopping and awareness of AJIO.com
 There is no significant relation between gender and awareness of AJIO.com
 There is a significant relation between other Reliance stores visited and awareness of AJIO.com.
 Chapter 6

Observational Recordings
Exhibit 1

Middle-aged Homemaker Female nearly in his early 30’s

“I normally buy the same preferred brand from my nearest neighborhood store, but when my little
daughter accompanies me, she helps me experiment with the new brands. When alone she browsed
through the whole rack of shampoos, and she

At the time of selection, there may have been a hint of preference, but over a period of time, one
brought what one did merely one didn’t see a convenient way of changing it.

Exhibit 2

Elderly male shopping alone

Walking towards vegetable section and having a glance at the refrigerated section where the vegetables
are kept, pick up a yellow capsicum from the refrigerator, kept it back to the shelf, upon asking that why
he left the vegetable his reply was that he is not sure whether the vegetable kept in the cold section is
fresh or not, once the vegetables are kept in refrigerator it increases its life hence we are not sure
whether we are buying fresh supplies or not.

This indicates no matter how much our large retailers are spending on the cold chains and in aligning all
their resources with keeping the chillers, but none of this matters to our Elderly Dadaji for whom the
benchmark of the fresh fruits and vegetable is the Local Pushcart vendor on the street, in his vigilant
mind chilling by the organized retailers is merely to mask the staleness of the fruits and vegetables so
that they don’t have to throw it away and it can be sold for a longer time period.

Exhibit 3

Shopping behaviour of men and women Differences in the shopping behaviour of men and women are
also engaged in many studies. Men are judged as more conservative customers. They usually do not like
buying at all. If they buy, it is usually more planned. They are faster in decision making. They do not need
any discounts. Women are more inconstant when buying. They are rational when buying, often buying
items that are on sale. They devote enough time to buying, comparing products and following all the
information about the products.

Exhibit 4

In general, young people go grocery shopping on a weekly or monthly basis. For some other age groups,
grocery shopping occurs more frequently on a daily basis. Online shopping is not yet popular for this
demographic. It is worth noting that younger consumers in general are more likely to have shopped for
groceries online and that the usage gap between older and younger consumers is most significant in the
Middle Eastern and Asia-Pacific regions. The prevalence of online grocery shopping in a geographic area
has more to do with the degree of market development present, rather than the number of Internet
Penetration in the area. While parents still make some purchasing decisions, teens have a sizeable
amount of purchasing power as they are entering the workforce and beginning to generate their own
revenue beyond their parental allowance. This demographic is the least concerned about health and
wellness. Sports and energy drinks, soft drinks, and other trendy drinks have significant market potential
for teenagers.

Chapter 7

Recommendations
 More promotional schemes should be used to penetrate the market within 5km Radius of the
store location.
 Promotional scheme should be in a way that customers can understand them easily. They were
found to be confusing at times by the customers, not conveying the message properly.
 Special discount or saving schemes can be induced to boost up the customer’s preference towards
dairy products.
 Delay in billing is the difficulty that a customer faces in almost all the store. The solution would
be to increase the efficiency of the cashiers or/and increasing the number of billing counters.
 Finally good store practices and discipline should be maintained not only as far as the store
staffs is concerned, but also the rigor of replenishment, stock verification, and other audit
aspects, monitoring current performance, and improving it in areas of concern, superior
customer handling, and up-to-date reliable information should be pursued relentlessly with
progressive higher management supervision. Then and only then will any organized retail outlet
reach and cross its break-even point but go beyond in making and increasing profits and
eventually optimizing ROI for the investors.
 Increase awareness regarding the Reliance One loyalty programme: As per the data analysis,
only 32% of the customers were somewhat satisfied and less 10% were very satisfied with it. It is
important to note that around 49.6% of total respondents interviewed were not even aware of
the loyalty programme as they told that the store staff doesn’t inform them about it. The
remaining customers who were aware either somewhat dissatisfied told that Reliance provides
very less points per purchase, although the customers told that it was convenient to redeem
them at any Reliance Retail outlet. Hence it is of paramount importance that the store staff is
told to
 inform the customers about the programme when asking for their mobile number before billing
and also ask them whether they have enrolled to it or not.
 Dedicated cash tills for customers with five or less than five items to ensure faster billing, less
waiting time in queues, faster gratification enabling better overall customer experience of the
customers in store.
 Reliance should set up interactive kiosks of AJIO.com not only at Trends but at other stores of
Reliance Retail which are performing good so as to promote and create a different dimension
cross-selling accompanied by discount offers that can only be applied if shopped at the kiosk.
From the data analysis it can be inferred that around 50% of the respondents had heard of the
website AJIO.com but only 3.2% of the respondents interviewed confirmed that they have ever
done shopping at the website. This action is supported by the hypothesis testing that there is a
significant relation between customer shopping at different stores of Reliance Retail and
awareness about AJIO.com.
This action plan when complemented by the AIDA (Awareness, Interest, Desire & Action)
approach will result of increased footfall at all stores of Reliance Retail and will increase
awareness of AJIO.com and would be lead more customers purchasing from the website.

Limitations
 Location: The findings and implemented processes are limited to Delhi NCR Area, including
Noida and Greater Noida regions in the North of India. Their effectiveness and variation with
respect to other regions with different sensibilities also limits this project.
 Biased Responses : Some of the respondents of the questionnaire might have given biased
responses.
 Analysis : Analysis of Data was done based on the responses of the customer’s responses.
 Chapter 8
Conclusion
The Internship awarded an opportunity to work which the largest retailer of the country with its
presence in the country with more than 10,000+ touchpoints in the country. The project involved
studying and learning about Mapping Customer Experience across the Retail outlets operated by
Reliance Retail Limited. By the exposure into heavily booming sector of the country mainly covering
almost every format of Retail store which operates under the umbrella of the retailer. Giants like RRL
take a deep dive into keeping up with the customer experience and look into marketing strategies
deeper and also examining every factor that affect company performance by enhancing the experience
and satisfaction. So, It can be concluded that the reliance retail store under study fulfils its purpose of it
being a neighbourhood store which caters to the needs and wants of the customer in that catchment
area. Majority of customers that came to the store were male and most of the customers shopping at
the store were students. The store has a good customer retention and conversion rate, which is also
evident from the good customer-buyer relationship between them as was observed during the
interactions. Despite the store being small, the store has good customer satisfaction w.r.t. availability of
products, range & variety, prices and etc. Most of the customers that came to the shop live nearby
because of the store being located in a residential area and took not more than 5 mins to reach the
store and most commonly used means of transport were two wheelers, the customers during the
interview told that were very grateful to Reliance Retail for opening up a modern retail store near their
homes.

The analysis of store attributes showed that customers are mostly somewhat satisfied with the customer
experience in the store which is also seen in the case of attributes related to Reliance as a brand. The
customer data w.r.t. the experiential aspects of retail store operations is rather positively skewed which
is a good indicator of service quality provided by the store.
 REFERENCES

Anselmsson, J. (2006). Sources of customer satisfaction with shopping malls: A comparative study of
different customer segments. International Review of Retail, Distribution and Consumer Research,
Vol.16 (1): 115 - 138.

Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2001). Consumer behavior. Orlando: Harcourt College
Publishers.

Churchill Jr, G.A. & Surprenant, C. (1982). An investigation into the determinants of customer
satisfaction. Journal of Marketing Research, Vol.19: 491.

Dalwadi, R., Rathod, H. S. & Patel, A. (2010). Key retail store attributes determining customers’
perceptions: An empirical study of consumers of retail stores located in Ahmedabad (Gujarat). SIES
Journal of Management, Vol. & (1): 20-34.

Dean, D.H. & Lang, J.M. (2008). Comparing three signals of service quality. Journal of Service
Marketing, 22(1): 48-58.

Kamaladevi, B. (2010). Customer experience management in retailing. Business Intelligence Journal,

Vol.3 (1).

Wilson, A. (2002). Attitudes towards customers Satisfaction measurement in the retail

sector. International Journal of Market Research, 44 (2): 213–22

Hawkins, Mothersbaugh and Best, (2007) in the book „Consumer Behavior, Building Marketing
Strategy‟

Aaker, David and George (1971) in the book „Consumerism: Search for the consumer Interest‟

Brian Mullen (2001) from the book „The Psychology of Consumer Behavior‟

Hoyer and Macllnis (2008) the Study of Consumer Behaviour

Kim and Lee (2011) A Deep Dive into Consumer’s Mind

 Appendix

Reliance Retail Questionnaire

1. Time of the day
i. 07:00-08:45 Hrs.
ii. 08:46-10:30 Hrs.
iii. 10:31-12:15 Hrs.
iv. 12:16-14:00 Hrs.
v. 14:01-15:45 Hrs.
vi. 15:46-17:30 Hrs.
vii. 17:31-19:15 Hrs.
viii. 19:16-21:00 Hrs.

2. Day of Week
i. Monday
ii. Tuesday
iii. Wednesday
iv. Thursday
v. Friday
vi. Saturday
vii. Sunday

3. Store Location-Area
i. Residential Area
ii. Office Area
iii. Commercial Area/street
iv. Mixed-use Area

4. Store Building-Type
i. Stand-alone
ii. Residential building
iii. Commercial complex
 iv. Inside a mall
5. Gender of the respondent
i. Male
ii. Female

6. Age Group
i. Less than 16 years
ii. 16-25 years
iii. 26-35 years
iv. 36-45 years
v. 46-60 years
vi. More than 60 years

7. First visit to this store? (Single Answer)

i. Yes
ii. No

8. Shopped at other RR outlets? (Single Answer)

i. Yes
ii. No

9. If yes then which stores of RR? (Multiple answers possible)

i. Reliance Fresh
ii. Reliance Smart
iii. Reliance Market
iv. Reliance Digital
v. Reliance Footprints
vi. Reliance Trends
vii. Reliance Jewels
viii. Reliance Petrol Pumps
ix. Jio Stores
10. Have you come alone? (Single Answer)
i. Alone
ii. In a group
If yes, who all have accompanied you today? (Multiple answers possible)
i. Spouse-wife/husband
ii. Kids
iii. Parents
iv. Relatives
v. Friends/neighbors
vi. Colleagues
vii. Domestic help (Servant/Maid/Driver)

11. Did you specifically plan to come to this store? (Single Answer)
i. Yes
ii. No

12. Did you have a specific list of items in your mind before coming to this store? (Single Answer)
i. Yes
ii. No

13. Were you able to buy what you had to come to buy at this store? (Single Answer)
i. Yes, I bought everything which I wanted.
ii. Yes, I bought some of the things which I wanted to buy.
iii. No, I didn’t buy anything today.

14. On the basis of your overall shopping experience will you shop again at this store? (Single Answer)
i. Yes
ii. Maybe
iii. No
15. On the basis on your overall shopping experience in this store will you recommend this store to your
friends/family/neighbors? (Single Answer)
i. Yes
ii. Maybe
iii. No

16. Which of the statement/smiley best describes how satisfied or unsatisfied are you with your today’s
experience at this store?

17. How satisfied are you with.............? (Single answer for each attribute)

Serial Statements Very Somewhat Neither Somewhat Very No

No dissatisfied satisfied satisfied satisfied satisfied response
nor
satisfied

1. Availability of 1 2 3 4 5 9
products

2. Variety and 1 2 3 4 5 9
range of
products

3. Prices of 1 2 3 4 5 9
products
4. Store staff 1 2 3 4 5 9
interaction

5. Time taken for 1 2 3 4 5 9

billing

6. Cleanliness inside 1 2 3 4 5 9
the store

7. Space for 1 2 3 4 5 9
movement inside
the store

8. Lighting inside 1 2 3 4 5 9
the store

9. Promotions, 1 2 3 4 5 9
offers and
discount
schemes

10. Overall checkout 1 2 3 4 5 9

experiences

11. Reliance One 1 2 3 4 5 9

mobile linked
loyalty
programme

12. Parking facility 1 2 3 4 5 9

for the store

13. Signboards and 1 2 3 4 5 9

directions to
easily locate
 sections and
products

14. Air conditioning 1 2 3 4 5 9

inside the store

15. Product quality 1 2 3 4 5 9

16. Toilet/Washroom 1 2 3 4 5 9
facilities

Only for Reliance Smart/Fresh/Market customers

1. Freshness/Quality 1 2 3 4 5 9
of fruits and
vegetables

2. Availability of 1 2 3 4 5 9
your preferred
pack size

3. Range and quality 1 2 3 4 5 9

of chilled and
refrigerated
products

Only for Reliance Trends customers

1. Store has 1 2 3 4 5 9
products of
latest
trends/fashion
 2. Availability of 1 2 3 4 5 9
size options
for you

3. Trial room 1 2 3 4 5 9
facility

4. Availability of 1 2 3 4 5 9
popular
brands

Only for Reliance Digital customers

1. Availability of latest 1 2 3 4 5 9
products/models

2. Assistance, 1 2 3 4 5 9
information &
demonstration
provided by sales
staff

3. Options for 1 2 3 4 5 9
extended
warranty/AMC/After
sales
service/Installation

18. Generally, which mode of transport do you use to come to the store? (Single Answer)
i. Walk
ii. Bus
iii. Local train/metro
iv. Auto rickshaw/Cab
v. Cycle rickshaw
 vi. 2-wheeler
vii. Car
viii. Refused

19. How far is this store from your home? (Single Answer)
i. Within 1 Km
ii. 1 Km-2Kms
iii. 2.1 Kms-3Kms
iv. 3.1 Kms-5Kms
v. 5.1 Kms-10Kms
vi. More than 10Kms

20. How much time do you take to reach this store from your house? (Single Answer)
i. Less than 5 mins
ii. 5-10 mins
iii. 11-15 mins
iv. 16-30 mins
v. 31-60 mins
vi. 61-90 mins
vii. More than 90 mins

21. How frequently do you shop from this store?

i. Daily
ii. Every 2-3 days
iii. Once a week
iv. Once in 1-2 weeks
v. Once a month
vi. Once every 1-2 month
vii. Once every 3 months
viii. Once every 6 months
ix. Once a year
22. Agreement scale attributes

Serial Statements Completely Somewhat Neither Somewhat Completely No

No disagree disagree disagree agree agree response
nor
agree

1. I shop at this 1 2 3 4 5 9
store because it
is a Reliance
Store

2. I get the best 1 2 3 4 5 9

quality and
genuine products
at a Reliance
store

3. I get the best 1 2 3 4 5 9

prices at a
Reliance store

4. I trust the 1 2 3 4 5 9
Reliance brand
name

5. Reliance store 1 2 3 4 5 9
sells the latest
 and trendiest
products

6. I have faith that I 1 2 3 4 5 9

will get the best
service at a
Reliance store

7. Reliance stores 1 2 3 4 5 9
are meant for
people like me

23. How many people are there in your family by each age group?

Total number of Children less Working Non-working Senior

members in the than 18 Adults (18-60 adults (18-60 Citizens
family years old years old) years old0 (more than
60 years old)

Single/Alone/1 1 1 1 1 1

2 2 2 2 2 2

3 3 3 3 3 3

4 4 4 4 4 4

5 5 5 5 5 5

6 6 6 6 6 6

7 7 7 7 7 7

Others specify
(….)
24. Working status
Skilled/Unskilled worker, Farm worker, Urban household domestic worker, 1
Sanitation worker, Industrial worker.

Small shop owner, small trader, hawker 2

Businessman/Industrialist/Big Trader/Contractor (Employing more than 10 workers) 3

Self-employed professional: Doctor/Lawyer/Advocate/Chartered 4

Accountant/Architect/Management consultant (with Independent practice), Artist,
Author

Junior executive officer (private sector/govt. employee), Clerical staff, School 5

teacher (Primary/Secondary), Armed forces (Non-officer cadre)

Middle/Senior executive officer-Govt. employee/Armed Forces (Officer cadre), 6

Corporate executive (Senior/Middle Level), School Principal, College Lecturer,
University Professor, Doctor/Nurse/Compounder employed with hospital/clinic.

Salesman/Store associates, Supervisor: Industrial/Construction/Service sector 7

supervisor/Team leader level supervisor (Non-managerial white-collar worker)

Housewife/Homemaker (Not formally employed) 8

Student 9

Unemployed 10

Retired 11

Refused 99

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

Amount in words: Amount in figures:

26. And what percentage of the above monthly household budget you buy from Reliance stores?

% in words: % in figures:

27. Have you purchased any product from online e-commerce websites or mobile apps in the last 3
months?
i. Yes
ii. No

28. Have you heard of the e-commerce website ajio.com?

If yes then ask the following question.

29. Have you purchased any product from ajio.com in the last three months?
Awareness Purchase

Yes 1 1

No 2 2