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A PROJECT REPORT ON

CONSUMER SATISFACTION
OF BUYING BEHAVIOR ON
MEN'S APPAREL IN
RELIANCE TRENDS

ANUTOSH DUTTA
DM18A09
Evaluation of Indian Retail

Consolidation & growth

Expansion

conceptualisation 2010 onwards


2005-2010

• This time organised retail sector • Retailers expanded their


1990-2005
was growing rapidly. business to rural area.
Initiation • Pure play retailers • Government change the FDI • Due to again change of FDI
realized the potential of policy in 2006. up to 100% in single brand
Pre 1990 market. • Repositioning of existing player. more international brand
• Manufactures such • Foreign company entered • Due to recession many over are coming.
as Vimal, Bombay into this sector. leveraged retails store had to • Ecommerce plays a catalyst
dying open their • Most of them are from shut down. role in this sector.
own outlet. apparel section.
Market size of retail industry(USD Bn)

800 759
641 672
600
600 518 490 534

USD Bn
400
200
0
2012 2013 2014 2015 2016 2017 2018
FY
Source-IBEF

Significant scope of expansion


Traditional Retail Organised Retail E - commerce Traditional Retail Organised Retail E -commerce

8%1% 9% 3%

2014 2018

91% 88%

Source-Marketing lessons
Business Model Of Reliance -
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

SHARE HOLDER Brand Innovation


Exploration Refinery
123 SUBSIDARY COMPANY Transport Sustainable value creator Long term contact
Procurement Massive Consumer
Oil services company Logistic Multi product proposal Partnership
Distribution Petro chemical plants
Retail Brands Retailing Solar energy
Telecommunication
Infotel Broadband

Key Resources Channels

Global presence
Oil and gas services Dedicated sales team
Infrastructure E-mail
Stores Website
License and intellectual E-services
properties

Cost Structure Revenue Streams

Cost of exploration, R&D, Sales, Marketing, Transport, Taxes Sales and crude oil, Sales of natural gas, 76% from refining, 19% from petro
chemical, 2% from oil, 3% from others
ANNUAL SALES (IN CRORE) Number of store
80000
8533
70000 69198 7573
60000
50000
40000
33765 3616
30000 3245
21612 2621
20000 17640
14556 1691
10000 10845
0
FY13 FY14 FY15 FY16 FY17 FY18 FY14 FY15 FY16 FY17 FY18 Q1FY19

Reliance Trends vs Peers Annual sales(in crore)

Trent 2157
Shoppers Stop 3697
Reliance Retail 69198
Future Retail 18478
D Mart 15033
Aditya Birla Fashion & Retail 7172
0 10000 20000 30000 40000 50000 60000 70000 80000
Source- CNBC & Money Control
Internship Role- Customer Service Associate

WIP targets VS Actual performance

• Handle queries of customers.


• To observe the departmental function in premises.
WIP TARGETS • Help the customers to access their desire products.
• Tagging, Ironing and folding of garments when needed.
• Act as a sales executive to promote the gift voucher of Reliance
trends to several organizations.

• Solved most of the queries of customers regarding their problems.


ACTUAL
• Tagging, Ironing and folding of garments when needed.
PERFORMANCE
• Make warm call for gift voucher.
• Did Upsell
• Updated GRN
Research Methodology
Research Design Primary Decision Respondents Response Format

Descriptive • Buying Customer in


method Pattern reliance trend
 Primary • Purpose of Multi Option
Data Buying Method to be Format
 Secondary • Purchase followed
.

Data Behaviour on Direct/Structure


demography /personal

Sampling Size
No of respondents is 100

Sampling Technique
Simple Random Sampling
Research Analysis
Age SEX

Below 20 years
8% 0%
15% 30% 21 years to 40 30%
Male
years
Female
41 years to 60
years Transgender
70% Occupation
47% 61 years & above

8%

Service
40%
Private job
Monthly Marital Businessman
52%
Salaries status
13% 0%
Below 20,000
37% 32% Single
18% 20,001 to 40,000
Married
40,001 to 60,000
68% Others
60,001 & above
32%
Customer Satisfaction
Assortment
Customer -(Q17
(Q8 (Q21
loyalty - Q20)
Q11)-Q23)
Price(Q1
Quality
Executive - Q5)(Q14 - Q16)
(Q7)
Behaviour
Brand
0%
0%
1%
Value (Q6)
0%
2%0% 8%
1%

Stronglydisagree
Strongly disagree
0%
31%
24%
30%
Strongly disagree
0%3% 20%
34% Disagree
38%
Disagree
Disagree
18% Strongly
Strongly disagree
disagree
Strongly disagree
45% 40% Disagree
Disagree
Neutral
Neutral
42% 40%
Neutral
Disagree
Neutral
Neutral
Neutral
Agree
Agree
Agree
Agree
Agree
Agree
62%
59%
47%
Strongly
Strongly Agree
Agree
Strongly Agree
Strongly Agree
39%
38%

38% 40%
Findings
SIZE FEEDBACK BOOK
Customers cannot find the
T-shirts in sizes small and A feedback book was kept
medium. very few sizes T- near the billing counter,
shirts available in the sizes but very less customers
small and medium. were writing in the
feedback book.
BRAND OBSTACLE
Most of the customers were
Some types of works like
looking for more well
rebranding the different
known brands, where
stalls in the store, electric
Reliance trends
works happening in the
concentrating on their own
store in the working hours
private labels.
creating disturbance to the
TIMING customers.
Staff were busy doing the CARRY BAG
arrangement of
merchandise in the opening Many customers feel that
hours(11am-2pm), very few extra charge for carry bags
staff available to help have to be winded.
.
customers on weekdays.
Suggestions
All the sizes must be made Alteration time can be reduced by
available in the stores. So hiring additional tailors or by doing
Reliance will not lose out some the work firstly. So that customers
customers. waiting time for the alteration can be
reduced.
Staffs have to be made available Promotional activities or marketing
for assisting the customers in the activities have to be monitored
opening hours of the store. properly. So that they can help
Reliance trends to get more customers
All the merchandise in the store
The sales staff should give leave on
must be arranged according to
different days so that every section
the sizes. So that customers can
should have at least a sales staff.
find their sizes very easily.

Staff must be well trained in assisting


At least two staffs are needed all time
the customers and talking well with
in C.S.D. (Customer Service Desk)
the customers