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RATIONALE OF PROJECT
Reliance fresh and RANA GREENS were chosen because of their identical pattern of functioning. They are the major players in the horticulture retail chain, and their customers consider both as interchangeable brands. This is why it is important to study how these brands differentiate themselves from each other, and attempt to improve brand loyalty amongst their customers. The study will help the organizations in knowing the level of satisfaction of its customers and the feedback given by them will help in preparing future plans accordingly. The study will help researcher in knowing the problems encountered during research and the ways to tackle them that will help in improving personality.

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OBJECTIVES
The objective of the study is To make a comparative analysis of customer satisfaction of RANA GREENS & RELIANCE FRESH. The aim of this study is to successfully compare two prominent service sector companies on a common platform, analyze their working and performance, and highlight what they are doing well, while providing suggestions and recommendations for improvement. To know the level of satisfaction among customer. To know the brand loyalty of the present customer. To analyze the customer view towards the product and services offered.

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METHODOLOGY Sampling Method

Sampling is that part of statistical practice concerned with the selection of an unbiased or random subset of individual observations within a population of individuals intended to yield some knowledge about the population of concern, especially for the purposes of making predictions based on statistical inference. Sampling is an important aspect of data collection. Researchers rarely survey the entire population for two reasons (Adr, Mellenbergh, & Hand, 2008): the cost is too high, and the population is dynamic in that the individuals making up the population may change over time. The three main advantages of sampling are that the cost is lower, data collection is faster, and since the data set is smaller it is possible to ensure homogeneity and to improve the accuracy and quality of the data. Each observation measures one or more properties (such as weight, location, color) of observable bodies distinguished as independent objects or individuals. In survey sampling, survey weights can be applied to the data to adjust for the sample design. Results from probability theory and statistical theory are employed to guide practice. In business and medical research, sampling is widely used for gathering information about a population.

Random sampling

A sample is a subject chosen from a population for investigation. A random sample is one chosen by a method involving an unpredictable component. Random sampling can also refer to taking a number of independent observations from the same probability distribution, without involving any real population. A probability sample is one in which each item has a known probability of being in the sample. The sample usually will not be completely representative of the population from which it was drawn this random variation in the results is known as sampling error. In the case of random samples, mathematical theory is available to assess the sampling error. Thus, estimates obtained from random samples can be accompanied by measures of the uncertainty associated with the estimate. This can take the form of a standard error, or if the sample is large enough for the central limit theorem to take effect, confidence intervals may be calculated.

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SAMPLING SIZE
The sample size is the number of item selected from a given population. Sample size 30 was taken out of which 15 visitors were from RANA GREENS and 15 visitors were from Reliance Fresh.

SAMPLING AREA
Sampling area in which I carried on this study was 1. RANA GREENS OUTLET, Gulmohar Colony, Trilanga, Bhopal (MP) 2. RELIANCE FRESH OUTLET, Trilanga, Bhopal (MP)

TOOLS OF ANALYSIS
Large amount of data was obtained through the questionnaire, and in order to derive at the results desired, various analysis tools were used to interpret the data. In this research study on customer satisfaction, I have several tools to interpret that obtained and arrive at conclusions. Tools used for analysis were:

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REVIEW OF LITERATURE
1. Defining Consumer Satisfaction Joan L. Giese Washington State University Joseph A. Cote Washington State University A review of the existing literature indicates a wide variance in the definitions of satisfaction. The lack of a consensus definition limits the contribution of consumer satisfaction research. Without a uniform definition of satisfaction, researchers are unable to select an appropriate definition for a given context; develop valid measures of satisfaction; and/or compare and interpret empirical results. Consumer satisfaction researchers have contended that these problems are pervasive and important (Gardial, Clemons, Woodruff, Schumann, and Burns 1994; Peterson and Wilson 1992; Yi 1990). This research will: 1. Suggest a definitional framework of consumer satisfaction based on commonalities in the literature and the views of consumers. 2. Discuss how this framework can be used to develop a definition of satisfaction to accommodate different contextual settings. 3. Ensure that our definitions of satisfaction are consistent with consumers' views. This is critical since, ultimately, we must understand consumers meanings of satisfaction and consumers must understand what we mean when we use the term, satisfaction. The Literature and Consumer Views of Satisfaction - While the literature contains significant differences in the definition of satisfaction, all the definitions share some common elements. When examined as a whole, three general components can be identified: 1) consumer satisfaction is a response (emotional or cognitive); 2) the response pertains to a particular focus (expectations, product, consumption experience, etc.); and 3) the response occurs at a particular time (after consumption, after choice, based on accumulated experience, etc). Consumer responses followed a general pattern similar to the literature. Satisfaction was comprised of three basic components, a response pertaining to a particular focus determined at a particular time. Response: Type and Intensity - Consumer satisfaction has been typically conceptualized as either an emotional or cognitive response. More recent satisfaction definitions concede an emotional response. The emotional basis for satisfaction is confirmed by the consumer responses. 77.3% of group interview responses specifically used affective responses to describe satisfaction and 64% of the personal

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interviewees actually changed the question term "satisfaction" to more affective terms. Both the literature and consumers also recognize that this affective response varies in intensity depending on the situation. Response intensity refers to the strength of the satisfaction response, ranging from strong to weak. Terms such as, "like love," "excited," "euphoria," "thrilled," "very satisfied," "pleasantly surprised," "relieved," "helpless," "frustrated," "cheated," "indifferent," "relieved," "apathy," and "neutral" reveal the range of intensity. In sum, the literature and consumers both view satisfaction as a summary affective response of varying intensity. 2. CONSUMER SATISFACTION/DISSATISFACTION (CS/D): REVIEW OF THE LITERATURE PRIOR TO THE 1990s Reginald M. Peyton, Christian Brothers University rpeyton@cbu.edu Sarah Pitts, Christian Brothers University spitts@cbu.edu Rob H. Kamery, Christian Brothers University rkamery@cbu.edu A

ABSTRACT This paper presents a review of the literature prior to the 1990s related to the areas of consumer satisfaction/dissatisfaction (CS/D). It addresses both the theoretical and measurement-related issues involved in these areas of study. INTRODUCTION In addition to presenting a review of theoretical bases of the research in the area of consumer satisfaction, the paper also addresses the major elements of the most widely accepted models of CS/D. It also presents a review of the literature prior to the 1990s on the family decision-making process. This review focuses on the major components of the syncratic decision-making process. The place of role expectation and individual commitment to the family dyad is examined in the context of the syncratic decision-making process. This paper also addresses the measurement-related issues relevant to this body of literature.

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ORGANIZATION PROFILE Reliance Fresh

Name of the organization RELIANCE FRESH Tagline Aapka fresh aapke padosh me Chairmen and Managing Director Mr. Mukesh Ambani Management team
Name Nikhil R Meshwani Hital R Meshwani Madhumita Mohanti Designation Executive Director Executive Director Deputy General Manager

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About RELIANCE FRESH Reliance fresh is the retail chain division of reliance industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Reliance plans to invest rs 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country. The reliance fresh supermarket chain is rils rs 25,000 crore venture and it plans to add more stores across different g, and eventually have a panIndia footprint by year 2011. The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company. The company also has plans to train students and housewives in customer care and quality services for part-time jobs BACK GROUND OF COMPANY
We can see many examples of businesses where, first we grow and then think of expanding but Reliance is quite different. Reliance has developed such huge amount of resources and capital over the years that whenever it steps into any segment it is not required to wait for growing signal, thats why it always thinks of expanding without any boundaries. Reliance retail is next Step by RIL which will be a pan India project. Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Reliance plans to invest Rs 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country. The Reliance Fresh supermarket chain is RILs Rs 25,000 crore venture and it plans to add more stores across different g, and eventually have a pan-India footprint by year 2011. The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company.

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The company also has plans to train students and housewives in customer care and quality services for part-time jobs. The company is planning on opening new stores with store-size varying from 1,500 sq ft to 3,000 sq ft, which will stock fresh fruits and vegetables, staples, FMCG products and dairy products. Each store is said to be within a radius of 1-2 km of each other, in relation to the concept of a neighbor store. However, this is only the entry roll-out that the company has planned. Bangalore is said to have 40 stores in all by the end of the year. In a dramatic change due circumstances prevailing in UP, West Bengal and Orissa, It was mentioned recently in News Dailies that, Reliance Retail is moving out stocking. Reliance Retail has decided to minimize its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT, wellness and auto accessories, with food accounting for the bulk of the business. The company may not stock fruit and vegetables in some states, Orissa being one of them. Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned. When the first Reliance Fresh store opened in Hyderabad last October, not only did the company said the stores main focus would be fresh produce like fruits and vegetables at a much lower price, but also spoke at length about its farm-to-fork theory. The idea the company spoke about was to source from farmers and sell directly to the consumer removing middlemen out of the way.

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FARM TO FORK
The Reliance retail company sources say it is setting aside Rs 50,000 crore to build its farm-to-fork linkage. Reliance has drawn up plans for a presence in 784 towns and 6,000 mandi (wholesale market) towns with 1,600 rural business hubs to service these. It has already rolled out 177 Reliance Fresh stores across major towns in 11 states. According to a company report, RIL is targeting a turnover of Rs 40,000 crore in the next few years.

TRADITI ONAL MODEL OF RETAIL RELIANCE FARM TO FORK

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SUPPLY CHAIN MODELS of Reliance Retail

Reliance started its retail operations of Reliance Fresh stores with following supply chain model. Procuring directly from the farmers and operating with moderate margin but mass selling was key to Reliance fresh operation for first few months. The following figure depicts the first Reliance fresh model RELIANCE FRESH

FARMERS CATEGOR Y1
Fa rm er s Ow n

FARMERS CATEGOR Y2

FARMERS CATEGOR Y3
tion rta spo ran T

Tra ns po r ta

COLLECTIO N tio POINT/UNI n T

RELIANCE OWN LOGISTICS

rs O me r Fa

wn

an e li R

ow ce

ics ist og nL

RF

PROCESSI NG UNIT/POIN T

Re li

RF
an ce ow nL

og

ist ics

RELIANCE FRESH OUTLETS

RELIANCE FRESH OUTLETS

RELIANCE FRESH OUTLETS

WHOLESALE TRADING (WST) :

Reliance formalized its second supply chain model to shift itself from grocery retailer to grocery supplier by focusing and establishing itself in Mandis.

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STEPS IN WTS MODEL: 1) Reliance has owned farms on contract basis for production of specific crop which is decided after extensive research depending on SOIL CONDITIONS, CLIMATE CONDITIONS, RETURN OVER COSTS INCURRED. So as to yield best possible results. 2) Different vegetables and fruits from such farms are collected through reliance own Logistics and brought to collection Processing centres where quality check and other required processing is done. In processing centres workers wearing balaclavas, woollen trousers and bulky jackets work inside a room kept at a constant 3oC, peeling and chopping vegetables, spinning them dry and then heaping them in small plastic packets before placing them in plastic transport crates. At the other end of the 5,000-sq-m warehouse, men unload crates of fruits from a truck pulled up to a spotless loading dock. A quality-control expert samples every tenth crate; if the fruits are good a team will ready them for delivery within hours to Reliance fresh stores around different places like U.P and as far away as Hyderabad and even Mumbai (formerly Bombay). If they are not, workers will inspect the entire shipment and discard anything below standard. 3) Merchandise from these collection processing centers are collected and loaded for Wholesale mandis. As this merchandise is to be made available by 4 A.M in morning thus deliveries in trucks are sent at time depending upon: TRANSIT TIME Time required reaching destination i.e. mandis. MARGIN TIME Time period between a truck reaching mandi and then Unloads. Can be 2 to 3 hours. LOADING AND UNLOADING TIME. 4) From mandis where the trucks have been unloaded, roadside vendors and pull carters buy fruits and vegetables to supply in households. 5) In case still some vegetables and fruits are not sold reliance logistics own Transportation sends them to reliance fresh stores.

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ORGANIZATION PROFILE RANA GREENS

Name of the organization - RANA GREENS Name of the promoter - Rana Parikshit Singh Address Corporate office: 131/10, Golden tower , Zone II, M.P. Nagar. Bhopal (M.P.) Site office: Intkhedi, Near Khajuri sadak, Fanda block, Bhopal (M.P.)

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About RANA GREENS

A Fruit & Vegetable Procurement Unit has been established to promote horticulture and agriculture concept across the globe. The scope of the company is development of commercial horticulture through production and post harvest management. Rana Greens establishes equilibrium between farmers who grow vegetables, fruits, flowers and consumer who get these products at a reasonable prize along with its freshness. The farmers who grow vegetables irrespective of their hard work have not been getting the proper pricing and consumers always do not get the proper rate along with the tag of freshness RANA GREENS only procure what their customers order, ensuring the freshest quality produce every time. Their buyers will only be purchasing exactly what they need.

Objectives
Where as a lot of retail companies & corporate house have been struggling hard to get the fresh production of farms.

Organic vegetables cultivation is one of the prime objectives of this group vis- a vis a healthy food habits among the masses. The group envisages upon end to end solution of vegetables, fruits & flowers defines the concept of fern and flora.

We only procure what our customers order, ensuring the freshest quality produce every time. Our buyers will only be purchasing exactly what

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you

need.

It includes the production / cultivation and all post harvest management activities, which include retailing of the products also. Therefore our concept is to provide farm fresh vegetables directly from fields to home and it generates the vibes like : To develop high quality horticulture farms/fields and make such areas vibrant with horticulture activity which in turn will act as hubs for developing commercial horticulture. To develop post harvest management infrastructure. To improve linkages between horticulture producers & marketers. To create integrated network for marketing of horticulture produce. To increase producers share in consumer price. To develop public private partnership and growth of horticulture. To bridge the gapes between producers and consumers by opening up direct retail stores as well mobile store for horticulture production. To encourage networking of schemes for resource mobilization with all other related agencies/ organization in the field of horticulture promotion in the country. To encourage export of horticulture produces across the globe.

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SUPPLY CHAIN MODELS of RANA GREENS

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INTRODUCTION TO THE TOPIC

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CUSTOMER SATISFACTION

When we talk about customer satisfaction, we talk about creativity. Creativity allows us to handle or diffuse problems at hand or later on in the process of conducting the everyday business. We talk about how, or rather what, does the organization have to do to gain not only the sale but also the loyalty of the customer. We want to know the payoff of the trans-action both in the short and long term. We want to know what our customers want. We want to know if our customers are satisfied. Satisfaction, of course, means that what we delivered to a customer met the customers approval. We want to know if customers are delighted and willing to comeback, and so on. Fleiss and Feldman present examples of that delightful-ness in their writings. Fleiss has written about Ben and Jerrys ice cream and Feldman

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has discussed excellence in a cab ride. As important as delightfulness is, some of us minimize it, or even totally disregard it. At this point, we fail. Some of the issues that will guarantee failure in sales, satisfaction, and loyalty are: Employees must adhere to a rigid chain of command Employees are closely supervised Conflictin whatever formis not allowed Rewards are based on carrot-and-stick

Definition
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. 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. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.

What is Customer Satisfaction?

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The definition of customer satisfaction has been widely debated as organizations increasingly attempt to measure it. Customer satisfaction can be experienced in a variety of situations and connected to both goods and services. It is a highly personal assessment that is greatly affected by customer expectations. Satisfaction also is based on the customers experience of both contact with the organization (the moment of truth as it is called in business literature) and personal outcomes. Some researchers define a satisfied customer within the private sector as one who receives significant added value to his/her bottom linea definition that may apply just as well to public services. Customer satisfaction differs depending on the situation and the product or service.A customer may be satisfied with a product or service, an experience, a purchase decision, a salesperson, store, service provider, or an attribute or any of these. Some researchers completely avoid satisfaction as a measurement objective because it is too fuzzy an idea to serve as a meaningful benchmark. Instead, they focus on the customers entire experience with an organization or service contact and the detailed assessment of that experience. For example, reporting methods developed for health care patient surveys often ask customers to rate their providers and experiences in response to detailed questions such as, How well did your physicians keep you informed? Customer satisfaction is a highly personal assessment that is greatly influenced by individual expectations. Some definitions are based on the observation that customer satisfaction or dissatisfaction results from either the confirmation or disconfirmation of individual expectations - 22 -

regarding a service or product. To avoid difficulties stemming from the kaleidoscope of customer expectations and differences, some experts urge companies to concentrate on a goal thats more closely linked to customer equity. In the public sector, the definition of customer satisfaction is often linked to both the personal interaction with the service provider and the outcomes experienced by service users. For example, the Urban Institute and Mathematica conducted customer satisfaction surveys for the federal child support enforcement system. The definition they developed addresses three aspects of customer satisfaction: satisfaction with client-worker interaction, whether in-person, by phone or by mail; satisfaction with the support payment (e.g., its accuracy and timeliness) satisfaction with the effect of child support enforcement on the child. Another example that has particular implications for vulnerable individuals and neighborhoods is the Shaping Our Lives National Users Network in the United Kingdom. This includes both national and local research and development projects to examine what service users see as good outcomes for services and support. Four customer networks were developed as part of the initiative: 1. Black User Group in London, 2. Service User Action Group in Wakefi eld, 3. Ethnic Disabled Group in Manchester, and 4. an alliance of User Groups in Waltham Forest.

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It was the consensus of the groups that lack of information often leads to low expectations. They further agreed that the process of obtaining a service and the way it is delivered can have a major impact on the users experience. The qualities of relationships and staff were central to positive outcomes. Because customer satisfaction is a highly variable assessment that every individual makes based on his/her own information, expectations, direct contact and interaction, and impact, it makes sense to involve and consult consumers when designing customer

Measuring customer satisfaction

Organizations need to retain existing customers while targeting noncustomers;. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. 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. Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered SERVQUAL which provides the basis for the measurement of customer satisfaction with a service by using the gap

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between the customer's expectation of performance and their perceived experience of performance. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement in terms of their perception and expectation of performance of the service being measured.

Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of customer satisfaction. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on delivering excellence in the management of customer service, whilst at the same time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an organizations attention on delivering increased customer satisfaction by helping the organization through a Service Quality Model. TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises, Product/Services, as well as performance measurement. The implementation of a customer service standard should lead to higher levels of customer satisfaction, which in turn influences customer retention and customer loyalty.

Why Organizations Focus on Customer Satisfaction

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Businesses monitor customer satisfaction in order to determine how to increase their customer base, customer loyalty, revenue, profits, market share and survival. Although greater profit is the primary driver, exemplary businesses focus on the customer and his/her experience with the organization. They work to make their customers happy and see customer satisfaction as the key to survival and profit. Customer satisfaction in turn hinges on the quality and effects of their experiences and the goods or services they receive.

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- 27 -

DATA COLLECTION The task of data collection begin after a research problem has been defined and research design plan has checked out while deciding about collection to be used for the study of research keep in mind that is primary and secondary. A Questionnaire consist of 19 questions and the questionnaire is given to respondents to be filled up by respondent at the best of their knowledge in an unbiased way in many case I have used a questionnaire contain 19 question which is distributed to 30 people (15 visitors from RANA GREENS and 15 visitors from Reliance Fresh) 1. Primary Data Personal Investigation Observation Method Information from correspondents Information from superiors of the organization

2. Secondary Data Published Sources such as Journals, Government Reports,

Newspapers and Magazines etc. Websites like Reliance Fresh and Rana Greens official site, some other sites are also searched to find data.

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Question - This store is clean and well organised.

Sr. No. 1 2 3 4 5 Options Strongly agree Agree Undecided Disagree Strongly disagree Total 1 13 0 1 0 15 Number of responded Percentage 6.66 86.66 0 6.66 0 100

Strongly disagree Disgree Undecided Agree Strongly agree 0 20 40 60 80 100

Percentage

Interpretation From the above table, it is clear that 87% of the respondents agree that this store is clean and well organized, 6% respondents strongly agree and 6 % respondents disagree to it whereas no one undecided or strongly disagree to it.

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RELIANCE FRESH

Question - The store is well stocked

Sr. No. 1 2 3 4 5 Options Strongly agree Agree Undecided Disagree Strongly disagree Total 1 8 3 3 0 15 Number of responded Percentage 6.66 53.33 20 20 0 100

Strongly disagree Disgree Undecided Agree Strongly agree 0 10 20 30 40 50 60

Percentage

Interpretation

From the above table, it is clear that 53% of the respondents agree that this store is well stocked, 7% respondents strongly agree to it whereas 20% respondents are unable to decided,20% respondents are disagree and no one strongly disagree to it.

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RELIANCE FRESH

Question - The sales staff at the store is friendly and helpful

Sr. No. 1 2 3 4 5 Options Strongly agree Agree Undecided Disagree Strongly disagree Total 2 11 2 0 0 15 Number of responded Percentage 13.33 73.33 13.33 0 0 100

100

87

Percentage

50 6.7 0 Strongly agree Agree Undecided Disgree Strongly disagree 0 6.7 0

Interpretation
From the above table, it is clear that 73% of the respondents agree that sales staff of the store is friendly and helpful, 13% respondents agree and 13% respondents were undecided to it whereas no one disagreed or strongly disagreed to it.

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RELIANCE FRESH

Question - Have you ever made any returns of the items already purchased from this store?
Sr. No. 1 2 Options Yes No Total 5 10 15 Number of responded Percentage 33.33 66.66 100

No, 66.7, 67%

Yes, 33, 33%

Yes

No

Interpretation
From the above table, it is clear that 33 % respondents have made returns to the store whereas 67 % respondents have not made any return to the store.

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RELIANCE FRESH

Question - How easy was it to return or exchange items?

Sr. No. 1 2 3 4 5 Options Very easy Somewhat easy Easy Difficult Very difficult Total 3 6 2 3 1 15 Number of responded Percentage 20 40 13.3 20 6.66 100

40 30 Percentage 20 10 0 Very easy 20

40

13.3

20 6.7

Somewhat easy

Easy

Difficult

Very difficult

Interpretation

For 40 % of the respondents it was somewhat easy to make returns to the store whereas 20% of them feel that it was very easy, 13% respondents rate the returns to the store as easy whereas 20% respondents rate the returns was difficult and 7% respondents rate very difficult to exchange the product.

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RELIANCE FRESH

Question - What was the reason for your most recent return/exchange?
Sr. No. 1 2 3 4 Options Quality not as expected Found same item at lower price Item defective Others Total 5 1 1 8 15 Number of responded Percentage 33.33 6.66 6.66 53.33 100

Others Item defective Found same item at lower price Quality not as expected 0 10 20 30 40 50 60

Percentage

Interpretation

From the above table, it is clear that for 33% respondents low quality was the reason for return and 7% respondents found same item at lower cost, 7% respondents found the item defective whereas 53% repondents had other reason for making the return.

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RELIANCE FRESH

Question - Are you satisfied with the store house?

Sr. No. 1 2 3 4 5 Options Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied Total 0 6 7 2 0 15 Number of responded Percentage 0 40 46.66 13.33 0 100

Dissatisfied Somewhat dissatisfied Neutral Somewhat satisfied Very satisfied

0 13.3 46.7 40 0 0 10 20 30 Percentage 40 50

Interpretation

The table above represent that 47% of the customers are neutral with the store house, 40% are somewhat satisfied and 13% are somewhat dissatisfied to it whereas no one seems to be very satisfied or dissatisfied

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RELIANCE FRESH

Question - Are you satisfied with the location of the store house?
Sr. No. 1 2 3 4 5 Options Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied Total 7 2 6 0 0 15 Number of responded Percentage 46.66 13.33 40 0 0 100

60 40 Percentage 20 0 Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied

Interpretation

The table above represent that 47% of the customers are very satisfied with the location of store house, 13% are somewhat satisfied and 40% are neutral to it whereas no one seems to be somewhat dissatisfied or dissatisfied.

RELIANCE FRESH

Question - Are you satisfied with the availability of parking at the store?
Sr. No. 1 2 3 4 5 Options Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied Total
80 70 60 50 40 30 20 10 0

Number of responded 3 0 11 0 1 15

Percentage 20 0 73.33 0 6.66 100

73.3

Percentage

20 0 Very satisfied Somewhat satisfied Neutral 0 Somewhat dissatisfied 6.7 Dissatisfied

Interpretation

The table above represent that 53% of the customers are very satisfied with the availability of parking at he store house, 20% are somewhat satisfied and 27% are neutral to it whereas no one seems to be somewhat dissatisfied or dissatisfied.

RELIANCE FRESH

Question - Are prices at this store competitive?

Sr. No. 1 2 3 4 Options Very competitive Somewhat competitive Not very competitive Not at all competitive Total 4 7 3 1 15 Number of responded Percentage 26.66 46.66 20 6.66 100

60 40 Percentage 20 0 Very competitive 26.7

46.7 20 6.7

Somewhat Competitive

Not very competitive

Not at all competitive

Interpretation

The table above represent that 47% of the customers find the price at the store somewhat competitive, 27% find them very competitive and for 20% respondents the prices are not very competitive whereas 7% agrees with the prices being not at all competitive.

RELIANCE FRESH

Question - Do the products meet your needs and expectations regarding quality and performance?
Sr. No. 1 2 3 Options Always Sometimes Never Total 5 10 0 15 Number of responded Percentage 33.33 66.66 0 100

Never 0

Sometimes

66.7

Always 0 10 20 30

33.3 40 Percentage 50 60 70

Interpretation

The table above represent that 67% of the respondents find their needs and expectations sometimes meets quality and performance and 33% of the respondents finds that always their quality and performance meet the needs and expectations whereas no one has complaints of their expectations never being fulfill.

RELIANCE FRESH

Question - Rate the delivery services on the basis of time performance and commitment to meet your delivery expectations
Sr. No. 1 2 3 4 5
Highest

Options Higher
Average

Lower
Lowest

Total

Number of responded 2 5 6 0 2 15

Percentage 13.3 33.3 40 0 13.3 100

Lowest Lower Average Higher Highest 0 5 10 15 20 25 30 35 40

Percentage

Interpretation

40% of the respondents have rated the delivery services as average while 13.33% have rated as highest among competitor and 33.33% find at higher then the others.13.33% of the respondents have rated as lowest & no one as rated lower.

RANA GREENS

Question - Rate the competitiveness of the products in terms of best value for total cost of lifetime ownership
Sr. No. 1 2 3 4 5
Highest

Options Higher
Average

Number of responded 4 4 4 3 0 15

Percentage 26.7 26.7 26.7 20 0 100

Lower
Lowest

Total

Lowest Lower Average Higher Highest 0 5 10 15 Percentage 20 25 30

Interpretation

26.66% of the respondents have rated the competitiveness of the products as highest while 26.66% have rated as higher among competitor and 26.66% find at average then the others. 20% rated as lower and No respondents have rated as lowest.

RANA GREENS

Question - Rate the approach to quality management to ensure complete customer satisfaction
Sr. No. 1 2 3 4 5
Highest

Options Higher
Average

Lower
Lowest

Total

Number of responded 4 8 2 1 0 15

Percentage 26.7 53.3 13.3 6.7 0 100

Lowest Lower Average Higher Highest 0 10 20 30 Percentage 40 50 60

Interpretation

53.33% of the respondents have rated the quality management of the store as higher while 26.66% have rated as highest among competitor and 13.33% find at average then the others.6.66%respondents have rated as lower & no respondent have rated as lowest.

Question What will you recommend about the product and services of RELIANCE FRESH to a friend or relative? Would you say the chances areSr. No. 1 2 3 4 5 Options Excellent Very good Good Fair Poor Total 1 6 4 4 0 15 Number of responded Percentage 6.66 40 26.66 26.66 0 100

40 Percentage 20 6.7

40 26.7 26.7

0 0 Excellent Very good Good Fair Poor

Interpretation

6.66% respondents will recommend about the product and services of RELIANCE FRESH to friends as excellent, 40% respondents will recommend the services as very good, 26.66% respondents will recommend as good and 26.66% respondents will recommend the product as fair & no one will recommended as poor.

RANA GREENS

Question - How likely are you to repurchase products and services from Reliance Fresh? Would you say the chances areSr. No. 1 2 3 4 5 Options Always Very often Sometimes On requirement Not at all Total
50 40 30 Percentage 20 10 0 Always Very often Sometimes On requirement 0 Not at all 13.3 20 20

Number of responded 2 3 7 3 0 15
46.7

Percentage 13.33 20 46.66 20 0 100

Interpretation

For 13.3% of respondents will always repurchase the products and services from Reliance fresh, 20% will repurchase very often, 46.66% sometimes, 20% on requirement and no one will never repurchase it.

- 44 -

RANA GREENS

Question - This store is clean and well organised.

Sr. No. 1 2 3 4 5 Options
Strongly agree Agree Undecided Disagree Strongly disagree Total

Number of responded 2 13 0 0 0 15

Percentage 13.33 86.66 0 0 0 100

100

86.66

Percentage

50

13.33

0 Strongly disagree

0 Strongly agree Agree Undecided Disgree

Interpretation From the above table, it is clear that 87% of the respondents agree that this store is clean and well organized, 13% respondent strongly agree to it whereas no one disagree, undecided or strongly disagree to it.

- 45 -

RANA GREENS

Question - The store is well stocked

Sr. No. 1 2 3 4 5 Options
Strongly agree Agree Undecided Disagree Strongly disagree Total

Number of responded 4 8 1 2 0 15

Percentage 26.66 53.33 6.66 13.33 0 100

Strongly disagree Disgree Undecided Agree Strongly agree 0

0 13.33 6.66 53.33 26.66 10 20 30 Percentage 40 50 60

Interpretation

From the above table, it is clear that 53% of the respondents agree that this store is well stocked, 27% respondents strongly agree to it whereas 7% respondents are unable to decided,13% respondents are disagree and no one strongly disagree to it.

- 46 -

RANA GREENS

Question - The sales staff at the store is friendly and helpful

Sr. No. 1 2 3 4 5 Options
Strongly agree Agree Undecided Disagree Strongly disagree Total

Number of responded 8 6 1 0 0 15

Percentage 53.33 40 6.66 0 0 100

60 40 Percentage 20

53.33 40 6.66 0 0 Percentage Undecided Strongly disagree

0 Strongly agree

Interpretation
From the above table, it is clear that 53% of the respondents strongly agree that sales staff of the store is friendly and helpful, 40% respondents agree and 7% respondents were undecided to it whereas no one disagreed or strongly disagreed to it.

- 47 -

RANA GREENS

Question - Have you ever made any returns of the items

already purchased from this store?
Sr. No. 1 2
Yes No Total

Options 6 9 15

Number of responded

Percentage 40 60 100

No, 60, 60%

Yes No

Yes, 40, 40%

Interpretation

From the above table, it is clear that 40 % respondents have made returns to the store whereas 60 % respondents have not made any return to the store.

- 48 -

RANA GREENS

Question - How easy was it to return or exchange items?

Sr. No. 1 2 3 4 5 Options
Very easy Somewhat easy Easy Difficult Very difficult Total

Number of responded 9 5 1 0 0 15

Percentage 60 33.33 6.66 0 0 100

Very difficult Difficult Easy Somewhat easy Very easy 0 10 20 30 Percentage 40 50 60

Interpretation

For 60 % of the respondents it was very easy to make returns to the store whereas 33% of them feel that it was somewhat easy, 7% respondents rate the returns to the store as easy and no one feel it was difficult or very difficult,

- 49 -

RANA GREENS

Question - What was the reason for your most recent return/exchange?
Sr. No. 1 2 3 4 Options
Quality not as expected Found same item at lower price Item defective Others Total

Number of responded 7 1 3 4 15

Percentage 46.66 6.66 20 26.66 100

Others Item defective Found same item at lower price Quality not as expected 0 10 20 30 40 50

Percentage

Interpretation

From the above table, it is clear that for 47% respondents low quality was the reason for return and 7% respondents found same item at lower cost, 20% respondents found the item defective whereas 27% had other reason for making the return.

- 50 -

RANA GREENS

Question - Are you satisfied with the store house?

Sr. No. 1 2 3 4 5 Options
Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied Total

Number of responded 9 2 4 0 0 15

Percentage 60 13.33 26.66 0 0 100

60 40 Percentage 20 0

Very satisfied

Somewhat satisfied

Neutral

Somewhat Dissatisfied dissatisfied

Interpretation

The table above represent that 60% of the customers are very satisfied with the store house, 13% are somewhat satisfied and 27% are neutral to it whereas no one seems to be somewhat dissatisfied or dissatisfied.

- 51 -

RANA GREENS

Question - Are you satisfied with the location of the store house?
Sr. No. 1 2 3 4 5 Options
Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied Total

Number of responded 13 1 0 1 0 15

Percentage 87 7 0 7 0 100

Dissatisfied Somewhat dissatisfied Neutral Somewhat satisfied Very satisfied 0 20 40 60 80 100

Percentage

Interpretation

The table above represent that 87% of the customers are very satisfied with the location of store house, 7% are somewhat satisfied and 7% are dissatisfied to it whereas no one seems to be neutral or dissatisfied.

RANA GREENS

Question - Are you satisfied with the availability of parking at the store?
Sr. No. 1 2 3 4 5 Options
Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied Total

Number of responded 8 3 4 0 0 15

Percentage 53.33 20 26.66 0 0 100

Dissatisfied Somewhat dissatisfied Neutral Somewhat satisfied Very satisfied 0 10 20 30 40 50 60 Percentage

Interpretation

The table above represent that 53% of the customers are very satisfied with the availability of parking at he store house, 20% are somewhat satisfied and 27% are neutral to it whereas no one seems to be somewhat dissatisfied or dissatisfied.

RANA GREENS

Question - Are prices at this store competitive?

Sr. No. 1 2 3 4 Options
Very competitive Somewhat competitive Not very competitive Not at all competitive Total

Number of responded 6 8 1 0 15

Percentage 40 53.33 6.66 0 100

Not at all competitive Not very competitive Somewhat Competitive Very competitive 0 10 20 30 40 50 60

Percentage

Interpretation

The table above represent that 40% of the customers find the price at the store very competitive, 53% find them somewhat competitive and for 7% respondents the prices are not very competitive whereas no one agrees with the prices being not at all competitive.

RANA GREENS

Question - Do the products meet your needs and expectations regarding quality and performance?
Sr. No. 1 2 3
Always Sometimes Never Total

Options 6 9 0 15

Number of responded

Percentage 40 60 0 100

Never Sometimes Always 0 10 20 30 Percentage 40 50 60

Interpretation

The table above represent that 40% of the respondents find their needs and expectations always meets quality and performance and 60% of the respondents finds that sometimes their quality and performance meet the needs and expectations whereas no one has complaints of their expectations never being fulfill.

RANA GREENS

Question - Rate the delivery services of the store on the basis of time performance and their commitment to meet the delivery expectations
Sr. No. 1 2 3 4 5
Highest

Options Higher
Average

Number of responded 4 5 6 0 0 15

Percentage 26.66 33.33 40 0 0 100

Lower
Lowest Total

Lowest Lower Average Higher Highest 0 5 10 15 20 Percentage 25 30 35 40

Interpretation

40% of the respondents have rated the delivery services as average while 26.66% have rated as highest among competitor and 33.33% find at higher then the others. No respondents have rated as lower & lowest.

RANA GREENS

Question - Rate the competitiveness of the products in terms of best value for total cost of lifetime ownership
Sr. No. 1 2 3 4 5
Highest

Options Higher
Average

Lower
Lowest Total

Number of responded 5 6 3 1 0 15

Percentage 33.33 40 20 6.66 0 100

Lowest Lower Average Higher Highest 0 5 10 15 20 25 30 35 40

Percentage

Interpretation

40% of the respondents have rated the competitiveness of the products as higher while 33.33% have rated as highest among competitor and 20% find at higher then the others. 6.66% rated as lower and No respondents have rated as lowest.

RANA GREENS

Question - Rate the approach to quality management to ensure complete customer satisfaction
Sr. No. 1 2 3 4 5
Highest

Options Higher
Average

Lower
Lowest Total

Number of responded 3 10 2 0 0 15

Percentage 20 66.66 13.33 0 0 100

Lowest Lower Average Higher Highest 0 10 20 30 Percentage 40 50 60 70

Interpretation

66.66% of the respondents have rated the quality management of the store as higher while 20% have rated as highest among competitor and 13.33% find at average then the others. No respondents have rated as lower & lowest.

Question - what will you recommend about the product and services of RANA GREENS to a friend or relative? Would you say the chances are Sr. No. 1 2 3 4 5
Excellent Very good Good Fair Poor Total

Options 2 10 3 0 0 15

Number of responded

Percentage 13.33 66.66 20 0 0 100

Poor Fair Percentage Good Very good Excellent 0 10 20 30 40 50 60 70

Interpretation

13.33% respondents will recommend about the product and services of RANA GREENS to friends as excellent, 66.66% respondents will recommend the services as very good, 20% respondents will recommend as good and no one will recommend the product as fair or poor.

Question - How likely are you to repurchase products and services from RANA GREENS? Would you say the chances areSr. No. 1 2 3 4 5 Options
Always Very often Sometimes On requirement Not at all Total

Number of responded 5 4 5 1 0 15

Percentage 33.33 26.66 33.33 6.66 0 100

35 30 25 Percentage 20 15 10 5 0

33.33 26.66

33.33

6.66 0 Very often Sometimes On requirement Not at all

always

Interpretation

For 33% of respondents will repurchase the products and services from RANA GREEENS, 27% will repurchase very often, 33% sometimes, 7% on requirement and no one will never repurchase it.

MAJOR FINDINGS RANA GREENS

87% of the respondents agree that this store is clean and well organized. 53% of the respondents agree that this store is well stocked. 53% of the respondents strongly agree that sales staff of the store is friendly and helpful. 60 % respondents have not made any return to the store. 60 % of the respondents it was very easy to make returns to the. 47% respondents says low quality was the reason for return. 60% of the customers are very satisfied with the store house. 87% of the customers are very satisfied with the location of store house. 53% of the customers are very satisfied with the availability of parking at the store house. 53% of the customers find the price at the store somewhat competitive. 60% of the respondents finds that sometimes their quality and performance meet the needs 40% of the respondents have rated the delivery services as average among the competitors. 40% of the respondents have rated the competitiveness of the products as higher 66.66% of the respondents have rated the quality management of the store as higher 66.66% respondents will recommend about the product and services of RANA GREENS to friends as very good For 33% of respondents will repurchase the products and services from RANA GREEENS

MAJOR FINDINGS RELIANCE FRESH

87% of the respondents agree that this store is clean and well organized 53% of the respondents agree that this store is well stocked 73% of the respondents agree that sales staff of the store is friendly and helpful 67 % respondents have not made any return to the store 40 % of the respondents it was somewhat easy to make returns to the store 53% respondents had other reason for making the return 47% of the customers are neutral with the store house 47% of the customers are very satisfied with the location of store house 53% of the customers are very satisfied with the availability of parking at the store house 47% of the customers find the price at the store somewhat competitive 67% of the respondents find their needs and expectations sometimes meets quality and performance 40% of the respondents have rated the delivery services as average 26.66% of the respondents have rated the competitiveness of the products as highest 53.33% of the respondents have rated the quality management of the store as higher 40% respondents will recommend about the product and services of RELIANCE FRESH to friends as very good For 46.6% of respondents will sometimes repurchase the products and services from Reliance fresh

SUGGESTIONS RANA GREENS

Rana greens should stock its store well. Rana greens should improve the quality of products Rana greens should ensure that quality of the product meet the customers expectation so that return of the items by customers will decrease. Rana greens should open more number of stores at different locations. Rana greens should decrease the price of the product. Rana greens should improve their delivery services and make it faster.

SUGGESTIONS RELIANCE FRESH

Reliance fresh should maintain the quality of the store. Reliance fresh store should work more on improving the available stock. Reliance fresh should make the returns easy for the customers. Reliance fresh should be opened at more locations. The price of the products should be made more competitive. Reliance fresh should apply various promotional strategies to attract more customers.

LIMITATIONS OF STUDY
However we shall try our best in collecting the relevant information for a research report, yet there are always some problems faced by the researcher. The prime difficulties which were faced in collection of information are discussed below:-

1.

Short time period: The time period for carrying out the research was short as a result of which many facts have been left unexplored.

2.

Lack of resources: Lack of time and other resources as it was not possible to conduct survey at large level.

3.

Small no. of respondents: Only 30 people have been chosen which is a small number, to represent whole of the population.

4.

Unwillingness of respondents: While collecting the data many consumers were unwilling to fill the questionnaire. Respondents were having a feeling of wastage of time for them.

5.

Language problem: Language was one of the worst problem, some of the consumers were unable to understand English.

CONCLUSION
By analyzing the primary and secondary data it was identified that Gulmohar Colony is a price sensitive area. People prefer smaller quantities and good quality products. There are less retail shops nearby the store. Instead some local vegetable mandies at Gulmohar colony road and SFS are situated at some distance. Customers find both of the stores well stocked but customers of RANA GREENS are very satisfied with the store house whereas the customers of Reliance Fresh are not very satisfied. Product of Rana Greens meets the need and expectations regarding quality and performance always whereas it is not there in Reliance Fresh. Prices of products of Rana Greens are very competitive as compared to that of Reliance Fresh. Both the maximum number of customers of Rana Greens and Reliance Fresh would like to recommend the store is very good. Further from this survey It is expected that the both organization will be benefited and with the help of the suggestions given them can improve its functioning and the overall satisfaction level in the organization and its performance will increase.

BIBLIOGRAPHY
Books Referred: 1) Kotler Philip, Marketing Management, New Delhi, Pearson Education Inc, 2006. 2) Kothari, C.R, Research Methodology methods and techniques, New Delhi, New Age International (P) Ltd,1990. Websites: www.ril.com www.ranagreens.com www.businessworldindia.com www.india-reports.com www.wikipedia.org www.economictimes.indiatimes.com Magazine Business Today Business World

QUESTIONNAIRE Name -
1. This store is clean and well organised Strongly agree Agree Undecided Disagree Strongly disagree 2. The store is well stocked Strongly agree Agree Undecided Disagree Strongly Disagree 3. The sales staff at the store is friendly and helpful Strongly agree Agree Undecided Disagree Strongly Disagree 4. Have you ever made any returns of the items already purchased from this store? Yes No 5. How easy was it to return or exchange items? Very easy Somewhat easy Easy Difficult

Very difficult 6. What was the reason for your most recent return/exchange? Quality not as expected Found same item at lower price Item defective Others 7. Are you satisfied with the store house? Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied 8. Are you satisfied with the location of the store house? Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied 9. Are you satisfied with the availability of parking at the store? Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied 10. What you like most about this store? ___________________________________________________________________________ ___________________________________________________________________________ ____________________________________________________________ 11. What you dislike most about this store? ______________________________________________________________________________

______________________________________________________________________________ _______________________________________________________________

12. Are prices at this store competitive? Very competitive Somewhat competitive Not very competitive Not at all competitive 13. Do the products meet your needs and expectations regarding quality and performance? Always Sometimes Never 14. Rate the delivery services on the basis of time performance and our commitment to meet your delivery expectations 1 (highest) 2 (higher) 3 (average) 4 (lower) 5 (lowest) 15. Rate the competitiveness of products in terms of best value for total cost of lifetime ownership 1 (highest) 2 (higher) 3 (average) 4 (lower) 5 (lowest) 16. Rate the approach to quality management to ensure complete customer satisfaction 1 (highest) 2 (higher)

3 (average) 4 (lower) 5 (lowest) 17. What will you recommended about the product and services of Reliance Fresh to a friend or relative? Would you say the chances areExcellent Very good Good Fair Poor 18. How likely are you to repurchase products and services from Reliance Fresh? Would you say the chances are Always Very often Sometimes On requirement Not at all 19. Your suggestions: ______________________________________________________________________________ ______________________________________________________________________________ _______________________________________________________________ Thank you for giving your precious time.

QUESTIONNAIRE Name -
1. This store is clean and well organised Strongly agree Agree Undecided Disagree Strongly disagree 2. The store is well stocked Strongly agree Agree Undecided Disagree Strongly Disagree 3. The sales staff at the store is friendly and helpful Strongly agree Agree Undecided Disagree Strongly Disagree 4. Have you ever made any returns of the items already purchased from this store? Yes No 5. How easy was it to return or exchange items? Very easy Somewhat easy Easy Difficult

Very difficult 6. What was the reason for your most recent return/exchange? Quality not as expected Found same item at lower price Item defective Others 7. Are you satisfied with the store house? Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied 8. Are you satisfied with the location of the store house? Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied 9. Are you satisfied with the availability of parking at the store? Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Dissatisfied 10. What you like most about this store? ___________________________________________________________________________ ___________________________________________________________________________ ____________________________________________________________ 11. What you dislike most about this store? ______________________________________________________________________________

______________________________________________________________________________ _______________________________________________________________

12. Are prices at this store competitive? Very competitive Somewhat competitive Not very competitive Not at all competitive 13. Do the products meet your needs and expectations regarding quality and performance? Always Sometimes Never 14. Rate the delivery services on the basis of time performance and our commitment to meet your delivery expectations 1 (highest) 2 (higher) 3 (average) 4 (lower) 5 (lowest) 15. Rate the competitiveness of products in terms of best value for total cost of lifetime ownership 1 (highest) 2 (higher) 3 (average) 4 (lower) 5 (lowest) 16. Rate the approach to quality management to ensure complete customer satisfaction 1 (highest) 2 (higher)

3 (average) 4 (lower) 5 (lowest) 17. What will you recommended about the product and services of RANA GREENS to a friend or relative? Would you say the chances areExcellent Very good Good Fair Poor 18. How likely are you to repurchase products and services from RANA GREENS? Would you say the chances are Always Very often Sometimes On requirement Not at all 19. Your suggestions: ______________________________________________________________________________ ______________________________________________________________________________ _______________________________________________________________ Thank you for giving your precious time.