A

PROJECT R EPORT
ON
CONSUMER BUYING BEHAVIOR
IN
RELIANCE FRESH

Project Report Submitted in partial fulfillment for

the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION(B.B.A)

TO
KAKATIYA UNIVERSITY

By

Sanga Rajesh Kumar

HT.NO.086191841
Under the guidance of
B .Ravinder Naik (mba in commerce)

DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT

(Affliated to Kakatiya University)
KISHANPURA,HANAMKONDA,WARANGAL -506001
 Date: _________

CERTIFICATE
This is to certify that the project report entitled “CONSUMER BUYING

BEHAVIOR IN RELIANCE FRESH ”was carried out by PEDDAPELLI

SAIKRISHNA (HT.NO.086191832) for the academic year 2020- 21.He/She has

completed this project as per the rules prescribed by the Kakatiya University in

partial fulfilment of the degree of BACHELOR OF BUSINESS

ADMINISTRATION (B.B.A).

Head
Principal
 Date:_________

CERTIFICATE

This is to certify that the project report entitled “CONSUMER BUYING

BEHAVIOR IN RELIANCE FRESH ”was carried out by PEDDAPELLI

SAIKRISHNA (HT.NO.086191832) for the academic year 2020-21.He/She has

completed this project as per the rules prescribed by the Kakatiya University in

partial fulfilment of the degree of BACHELOR OF BUSINESS

ADMINISTRATION(B.B.A).

B.Ravinder Naik
(project guide
 DECLARATION

I here by declare that this project report entitled

“CONSUMER BUYING BEHAVIOR IN RELIANCE FRESH’’

submitted for the award of BBA degree of Kakatiya University,is a

bonafied and original work carried out by me under the supervision of

my Guide B.Ravinder Naik sir.

The matter presented in this report incorporates the result of

independent investigations Carried out by me.I also declare that this

project is the outcome of my own efforts and it has not been

submitted to any other university for the award of any other degree or

diploma
.

ACKNOWLEDGEMENT

I take this opportunity to express my sincere gratitude to my project guide

Asst. Prof. B.RAVINDER NAIK Sir for guiding my project work with meticulous care
and patience.
I extend my heartfelt thanks to Reliance fresh for giving me permission to take up
the project work on CONSUMER BUYING BEHAVIOR.
I Express my special thanks to DR.A.SHESHACHALAM GARU,PRINCIPAL,VAAGDEVI
DEGREE AND PG COLLEGE AND C.DATTATREYULU GARU,HEAD DEPARTMENT OF
COMMERCE AND BUSINESS MANAGEMENT of our college for their inspiring
guidance and cooperation.
Finally ,I would like to thank all those who helped in the preparation of my project
work,ciz., staff of the organisation ,librarians and others.

PEDDAPELLI SAIKRISHNA
HT.NO.086191832
Reliance fresh
 CONTENT

S.N. INDEX PAGE

NO
Certificate 4
Executive Summary 5
Declaration 9
Acknowledgement 11

CHAPTER- 1 INTRODUCTION &BACKGROUND

1.1 Company Overview 14
1.2 Popular Profile 21
1.3 Supply Chain Model 27
1.4 SWOT Analysis 30
1.5 Corporate Social Responsibility 33
1.6 Major Player 35
CHAPTER-2 RESEARCH METHODOLOGY
&DESIGN
2.1 Objective of Research 38
2.2 Type of Research 41
2.3 Source of data & Collection tool 41
2.4 Sampling 42
2.5 Sample size 42
CHAPTER-3 ANALYSIS & INTERPRETATION
Meaning of consumer Buying Behaviour 44
Interpretation of collect data 49
CHAPTER-4 RESEARCH FINDING 69
CHAPTER-5 LIMITATION OF RESEARCH 71
CHAPTER-6 SUGGESTION 73
APPENDIX 75
REFRENCES 77
RELIANCE
"Growth has no limit at Reliance. I keep revising my vision. Only when you can
dream it, you can do it."

Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002

RELIANCE GROUP

The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest

private sector enterprise, with businesses in the energy and materials value chain.
Group's annual revenues are in excess of USD 27 billion. The flagship company,
Reliance Industries Limited, is a Fortune Global 500 company and is the largest
private sector company in India.

Backward vertical integration has been the cornerstone of the evolution and growth
of Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of
backward vertical integration - in polyester, fibre intermediates, plastics,
petrochemicals, petroleum refining and oil and gas exploration and production - to
be fully integrated along the materials and energy value chain.
The Group's activities span exploration and production of oil and gas, petroleum
refining and marketing, petrochemicals (polyester, fibre intermediates, plastics and
chemicals), textiles and retail.

Reliance enjoys global leadership in its businesses; The Group exports products in
excess of USD 15 billion to more than 100 countries in the world. There are more
than 25,000 employees on the rolls of Group Companies. Major Group Companies
are Reliance Industries Limited (including main subsidiaries Reliance Petroleum
Limited and Reliance Retail limited) and Reliance Industrial Infrastructure Limited.

Reliance Industries Limited is India's largest private sector conglomerate (and second
largest overall) with an annual turnover of US$ 35.9 billion and profit of US$ 4.85
billion for the fiscal year ending in March 2008 making it one of India's private sector
Fortune Global 500 companies, being ranked at 206th position (2008). [1] It was
founded by the Indian industrialist Dhirubhai Ambani in 1966. Ambani has been a
pioneer in introducing financial instruments like fully convertible debentures to the
Indian stock markets. Ambani was one of the first entrepreneurs to draw retail
investors to the stock markets. Critics allege that the rise of Reliance Industries to the
top slot in terms of market capitalization is largely due to Dhirubhai's ability to
manipulate the levers of a controlled economy to his advantage.

Though the company's oil-related operation forms the core of its business, it has
diversified its operations in recent years. After severe differences between the
founder's two sons, Mukesh Ambani and Anil Ambani, the group was divided
between them in 2006. In September 2008, Reliance Industries was the only Indian
firm featured in the Forbes's list of "world's 100 most respected companies"
Subsidiaries of RIL

 Reliance Petroleum
 Ranger Farms Limited
 Retail Concepts and Services (India) Private Limited
 Reliance Retail
 Reliance Global Management Services (P) Limited
 Reliance Biopharmaceuticals
 Reliance Ghatraj Services
 Reliance Engineering Associates (P) Limited


 Reliance Retail Limited

 Reliance is gearing up to revolutionize the retailing industry in India. Towards
this end, Reliance is aggressively working on introducing a pan-India network of
retail outlets in multiple formats.

 A world class shopping environment, state of art technology, a seamless supply

chain infrastructure, a host of unique value-added services and above all,
unmatched customer experience, is what this initiative is all about.

 The retail initiative of Reliance will be without a parallel in size and spread and
make India proud. Ensuring better returns to Indian farmers and manufacturers
and greater value for the Indian consumer, both in quality and quantity, will be
an integral feature of this project. By creating value at all levels, we will actively
endeavour to contribute to India's growth.

 The project will boast of a seamless supply chain infrastructure, unprecedented

even by world standards. Through multiple formats and a wide range of
categories, Reliance is aiming to touch almost every Indian customer and
supplier.
 With a vision to generate inclusive growth and prosperity for farmers, vendor
partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a
subsidiary of RIL, was set up to lead Reliance Group’s foray into organized
retail.
 With a 27% share of world GDP, retail is a significant contributor to overall
economic activity across the world. Of this, organized retailing contributes
between 20% to 55% in various developing markets. The Indian retail industry
is pegged at $ 300 billion and growing at over 13% per year. Of this, presently,
organized retailing is about 5%. This is expected to grow to 10% by 2011. RRL
has embarked upon an implementation plan to build state-of-the-art retail
infrastructure in India, which includes a multi-format store strategy
of opening neighbourhood convenience stores, hypermarkets, and specialty and
wholesale stores across India.

RRL launched its first store in November 2006 through its convenience store format
‘Reliance Fresh’. Since then RRL has rapidly grown to operate 590 stores across 13
states at the end of FY 2007-08. RRL launched its first ‘Reliance Digital’ store in April
2007 and its first and India’s largest hypermarket ‘Reliance Mart’ in Ahmadabad in
August 2007. This year, RRL has also launched its first few specialty stores for
apparel (Reliance Trends), footwear (Reliance Footprints), jewellery (Reliance
Jewels), books, music and other lifestyle products (Reliance Timeout), auto
accessories and service format (Reliance AutoZone) and also an initiative in the
health and wellness business through ‘Reliance Wellness’. In each of these store
formats, RRL is offering a unique set of products and services at a value price point
that has not been available so far to the Indian consumer. Overall, RRL is well
positioned to rapidly expand its existing network of 590 stores which operate in 57
cities.

During the year, RRL also focused on building strong relationships in the agri-
business value chain and has commenced marketing fruits, vegetables and staples
that the company sources directly to wholesalers and institutional customers. RRL
provides its customers with high quality produce that has better shelf life and more
consistent quality than was available earlier. RRL has made significant progress in
establishing state-of-the-art staples processing centres and expects to make them
operational by May 2008.

Through the year, RRL also expanded its supply chain infrastructure. The Company is
fully geared to meet the requirements of its rapidly growing store network in an
efficient manner.

Recognizing that strategic alliances are going to be a key driver to its retail business,
in FY 2007-08, RRL established key joint ventures with international partners in
apparel, optical and office products businesses. Further, RRL will continue to seek
synergistic opportunities with other international players as well. This year, RRL will
continue its focus on rapid expansion of the existing and other new formats across
India.
Popular Profiles at Reliance Retail
 Management team

Name Designation
Mr. Mukesh Ambani Chairman&Managing Director
Nikhil R Meshwani Executive Director
Hital R Meshwani Executive Director
Madhumita Mohanti Deputy General Manager
Akashay Lokhande Area Manager-Operation &Sales
and NSO
Devandra Chawla Vice-President-Business Head,
Merchandise Head
Zubin Nowrojee, Mangement State Head Category


Formats of Reliance RETAIL

Reliance Fresh,

Reliance Mart,

Reliance Digital,

Reliance Trendz,

Reliance Footprint,

Reliance Wellness,

Reliance Jewels,

Reliance Timeout and Reliance Super,

 RELIANCE fRESH

APKA FRESH APKE PADAOS ME

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 ril’s 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. The
company also has plans to train students and housewives in customer care and
quality services for part-time jobs

BACK GROUND

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, that’s 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 RIL’s 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. 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 store’s
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.
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.

“TRADITIONAL MODEL OF RETAIL RELIANCE “FARM TO

FORK”
 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 FARMERS FARMERS

CATEGORY CATEGORY CATEGORY

Fa
rm on
ers
Ow or tati
nT nsp
ran Tra
s po
COLLECTION POINT/UNIT
O wn
r ta ers
tio arm
n F

RELIANCE OWN
LOGISTICS

PROCESSING UNIT/POINT
RF tics Re
i s lia RF
g nc
n Lo e ow
e ow n
n c Lo
lia gis
Re tic
s

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 Mandi’s.

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 mandi’s. 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. mandi’s.

MARGIN TIME. – Time period between a truck reaching mandi and then Unloads.
Can be 2 to 3 hours.

LOADING AND UNLOADING TIME.

4) From mandi’s 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.
SWOT ANALYSIS

The Indian retail market accounted for $ 200 billions. Food accounts for over two-
thirds of the $200-billion Indian retail market. Yet, it has seen less than 1 per cent
penetration by modern retail so far.
Reliance industries which always looking for new business opportunities just started
a new era with its introduction of new concept stores named Reliance Fresh with
opening convince store in high streets of Banjara hills of Hyderabad. Reliance Fresh
is very different from what modern retail has offered in India so far and with this
reliance is planning to establish strong retail network in India in food and farm
sector. They have started with new eleven stores in the last week and they are
thinking to add 100 more stores to their feather by the end of this year.

Let’s do a SWOT analysis on the Reliance Fresh.

Strengths:

Reliance is the first into enter into this unorganized sector of vegetables and fruits.
According to them its intentions to have100% farm fresh foods in their new retail
stores. It is also adding shortly a juice bar, and even a large counter for puja flowers.
In fact, over 60 per cent of the floor space has been dedicated to fresh fruits and
vegetables, the rest to other food products like staples, spices, bakery, etc. But
reliance has decided not to add any bar soap or toothpaste and detergent in its
shelves. So by using this strategy they are positioning themselves different from
other players of the industries like Food world, Big Bazaar and Nilgiris. But over
come the short comings of these specialized stores they are also introducing new
Reliance full-fledged supermarket called Shakhari Bhandar which offers each and
everything from the staple to soap. Most of the staples are under its own private
label brand — ‘Reliance Select’. There is a 500g channa dal pack priced at Rs 28, a
500g urad dal pack for Rs 39, all under Reliance’s own brand. Excepting a few
packets of Nestle’s Maggi, or MTR’s masalas or Pepsi’s Lays chips, there is very little
shelf space given to the big brand owners in the country. Reason: private labels offer
far better profit margin
 to the retailer than branded products of FMCG companies. Most of these outlets
will need only 2,000-5,000 sq. ft. A supermarket may need as much as 8,000-10,000
sq. ft.

Weakness:

This is definitely an interesting business venture but it may miss out on the
opportunity to capture a greater share of the customer’s wallet. For customers, too,
this could be irksome, as they would have to visit another store to pick up
essentials. Reliance could easily fix this problem by adding a few small counters for
some basic non-food products. According to their official this format is not final one
they are accepting the new changes which are required to attract the large number
of customers.

Opportunities

Reliance wants to build a high-profitability business and food is, perhaps, the best
venture to start. That is because the Indian food supply chain is grossly inefficient.
There are several intermediaries, each of whom adds his own profit margin to the
cost. Besides, there is huge wastage in transit. This offers potential for savings and
profits. To reduce the cost and increase the profit it has been sourcing out its
requirements from the farmers. For example, the leafy vegetables, brinjals,
tomatoes and green chilies in the Banjara Hills outlet were sourced directly from
farmers in Vantimamdi, Chevella and nearby mandals in Ranga Reddy district of
Andhra Pradesh. The supply chain already has been backed by few hundred farmers
the number is estimated to touch million in next five years. The main aim of the
reliance is to eliminate the intermediaries in the sector and reduce the cost. Smaller
stores have two advantages. They bring down the cost of real estate (and increase
profits). It is easier to find space for small convenience stores in a quiet
neighbourhood than for supermarkets in high streets.
 Threats:

This model is engineered to clock a faster turnover of inventory — Reliance expects

consumers to visit the store at least twice a week for their top-up groceries. Each
store will have an investment of Rs 50 lakh to Rs 60 lakh. Unlike global retailers who
operate on thin margins, Reliance Retail is looking at a fairly high-margin business
model. Deliberately stopped short of being a full-fledged supermarket rather, it has
limited itself to a food and grocery convenience store. They also have a threat from
the existing supermarkets which provides all the services to its customers. For
Example Food world and Nilgiris also provides food and beverages with other
personal care products. These convince are not existed in the present Reliance
retail stores.

CORPORATE SOCIAL RESPONSIBILITY

Today when most of the companies are busy in making profits by any means, there
are few
Ones who are focused to return this society, a part of what they have earned
through this society. Reliance retail is one of them. Following efforts of
 reliance retail are aimed at benefiting the society making reliance socially
responsible:

1) Reliance Retail aims at recruiting people from the underprivileged community in

society. "Hence, we are planning to train students from corporation schools
and schools run by NGOs. And, we consider this as a part of our corporate
social responsibility," he said.
Asked whether the company will take students on an employment basis and
pay them a stipend during the course period, he said that actually, it is
planning to charge a "small fee" from those who want to join the course "as we
want to bring in some discipline and regularity among the students", and will
reimburse that once they are inducted into service.

2) Farming in India is highly fragmented and subject to harsh climatic conditions:

once harvested, it is very difficult to keep fruits and vegetables fresh. To secure
high quality, Reliance Retail is directly sourcing fresh agricultural produce from
thousands of farmers from villages through Collection Centers.
With this concept, Reliance has built a business model generating shared
value that links the company supply chain more closely to poor farmers in
Indian villages. Reliance is providing a guaranteed market for the farmers’
produce, reducing transaction costs and training the farmers in better and
sustainable farming practices. This initiative results in higher income and
upgrading of skills for the farmers, and reduced spoilage of produce (up to 35
percent) and better quality products f or Reliance retail stores.

2) Reliance retail has adopted “farm to fork” theory which means it is procuring
3) directly from the farmers thus offering them quite reasonable prices for their
produce as now no intermediaries are involved. In return Reliance is giving
farmers information about how can farmers improve their productivity. They
have centers in villages who apart from providing information make farmers
aware of market rates of different crops so that
farmers can choose crops they want to sow to become profitable. Farmers are
provided technical help as well like information about quality of seeds and fertilizers.
Major players in retail sector

Shoppers Stop:

Shoppers’ Stop is the pioneer of pan-nation one-stop retail outlets. Starting in 1991
with a single store in Mumbai, it has now developed more than 20 stores (total retail
space crossed the 1 m mark in the second quarter of FY07). The company has added
1,568,479 sq ft of area during the year taking its total store area to 1,170,548 as on
March 2007. The company has a wholly owned subsidiary – Crossword – a specialty
retail chain with over 32 stores spread across the country. This store specialises in
books, gift articles and stationery. During the quarter, Crossword opened its first
store and 2 ‘Stop & Go’ stores at the Mumbai domestic airport. Further, it forayed
into airport retailing through a joint venture with The Nuance Group AG of
Switzerland. The company has also made an entry into the entertainment sector by
acquiring 45% stake in Time zone Entertainment Pvt. Ltd. The recent moves by the
company will widen the offering and de-risk its dependence on the flagship
Shoppers’ Stop stores.

Pantaloon:
Incorporated in 1987, Pantaloon Retail is among the pioneers in chain retailing. It is
the largest retailer in the country operating 350 stores across segments in over 40
cities across the country and constituting 5 m square feet of retail space. Starting out
with dedicated apparel stores (Pantaloon), the company has stores across the cross-
section of the society. The company’s business is broadly divided into 2 segments,
Lifestyle and Value retailing. On the apparels front it has Pantaloon (31
departmental stores), Central Malls (4 seamless malls as well as its other concepts).
These stores can be classified under ‘Lifestyle Retailing’. On the general merchandise
front it has Big Bazaar (51hypermarkets), Food Bazaar (77 supermarkets) and
Fashion Station (5 fashion stores) and other delivery formats. These fall under ‘Value
Retailing’.

more

The more. Chain of supermarkets, are bright and clean stores, at convenient
locations with layouts that allow ease of navigation. The product display is well
organised and facilitates ease of choice. The stores have been designed by Fitch, the
leading international retail design firm.

The stores promise a range of benefits to consumers and are a solution to the many
problems faced by housewives while shopping for their daily needs. The retail
offering from the Aditya Birla Group, has been crafted after in-depth research of the
needs and expectations of the Indian consumers. more. is the answer to the
shopping needs of the Indian housewife who wants a modern and convenient option
in her neighbourhood, with an attractive and consistent range of products? more.
assures consumers the security of knowing that they are paying the best price in the
market for good quality products.
 RPG Group:

RPG Enterprises is one of India’s largest business conglomerates, with a turnover of

US$ 2.55 bn and assets worth US$ 1.8 billion. Since its inception in1979, RPG
Enterprises has been one of the fastest growing groups in India with more than 20
companies operating successfully in 7 business sectors: Retail, IT & Communications,
Entertainment, Power, Transmission, Tyres and Life Sciences. In 2001, it established
‘Giant’ Hypermarket

Provogue (India) Ltd., (PIL) formerly Acme Clothing Pvt. Ltd was incorporated in
November 1997, converted in to a public limited company in March 2005. It deals
with fabrics, dyestuffs, chemicals and textile machinery. PIL operates in two core
industry segments. The first being designing, manufacturing and selling branded
ready-made garments and other accessories under the brand 'Provogue'. The second
business is export of finished fabrics, dyestuffs, chemicals and textile machinery to
several markets in African continent.
 Research Objective

 To study consumer buying behaviour reliance fresh customer of Delhi

 To know about the consumer awareness towards Reliance fresh.
 Research Methodology

Research Problem

To make a comprehensive study of Reliance Fresh &know the Buying behaviour &
of Reliance Fresh customers.

Type of research

Descriptive type research has used to complete the project. This research is base
on fact finding enquires and the variables are totally independent and
uncontrollable.

Data collection:

Primary Data
Primary data of research are collected from direct resources (customer of Reliance
fresh) through questionnaire.
Secondary Data

Secondary Data which are used for research to know the history scop of Retail
industry are collected from already available resources like net and other sources

Sampling technique

Random sampling is used for research project. I have given equal weightages to my
all respondent and chose them randomly without any biased like gender, age,
income culture.

Sample size

425 respondents has selected as sample size for research.

Data representation technique and tools

Columns chart & Pie chart has used for representation.

Understanding The Buying Behaviour Of Reliance Fresh Consumers

Definition
Purchase decision making pattern that is a complex amalgam of needs and desires,
and is influenced by factors such as the consumer's (1) societal role (parent, spouse,
worker, etc.), (2) social and cultural environment and norms, and (3) aspirations and
inhibitions.

Buying Behaviour is in the Advertising, Marketing, & Sales and Purchasing &
Procurement subjects.

Buying Behaviour appears in the definitions of the following terms: marketing

research, advertisement (ad), ACORN, economic environment, activities, interests,
opinions (AIO) and consumer research.

Buying Behaviour appears in these other term: consumer buying behaviour

Model of Buying Behaviour

Marketi
ng Other Buyer’s Buyer’s Buyer’s
Character
Stimuli Stimuli istics Decision Decision
      Process  
         

Problem
recognitio Product
Product Economic Cultural n choice
Technolog Informatio Brand
Price ical Social n Search choice
Dealer
Place Political Personal Evaluation choice
Promoti Psycholo Purchase
on Cultural gical Decision timing
Post Purchase
      purchase amount
      Behaviour  
         

When I have analysed the model of buying Behaviour finding that people of
WARANGAL are influenced by the marketing stimuli (4 P’s) people are focused on
price rather than product, place and promotion, other factor which influenced
people is the technological advancement.
 Cultural Social
Personal
Referenc Psychologic
culture e Groups al
Cycle Stage Motivation
Subculture Family Economic Perception
Circumstanc
es Learning
Beliefs and
Life Style Attitudes BUYE
Roles R
and Personality
Statuses and
Social
Class Self Concept

Reference groups can have potent influence on behaviour in general, and they may
also be very influential on consumer behaviour, considering the ‘Consumer Goods
Segment’. Family and friends in specific are considered before making a decision
about purchasing a product. But their purchase decision depends completely on self-
opinion.

Where reference groups’ influence is operative, the advertiser should stress not only
the people who buy the product but also those who influenced the purchasing
decision.

The process may be viewed as starting when the consumer engages in problem

recognition. Problem recognition occurs when the consumer is

activated by awareness of a sufficient difference between his / her concept of ideal
situation. The action occurs only when the consumer perceives a sufficiently large
discrepancy between the actual and ideal states.
Given that the consumer is aroused to action, the next state is internal search for a
quick and largely unconscious review of memory for stored information and of an
experience regarding the problem. This information in the form of beliefs and
attitude influence the consumer’s preference towards band. If an internal search
does not provide sufficient information about

Products, or how to evaluate them, the consumer continues with a more involved
external search for information.

Any information stimuli are then subjected to information processing activities. This
process involves allocating attention to available stimuli, deriving meaning from
these stimuli. The alternating evaluation phase involves comparing the information
gained in the search process for alternative product and brands to the product
judging criteria on standards the consumer has developed. When such a comparison
leads to favourable evaluations, the consumer is likely to develop a purchase
intention towards that alternative that received the most favourable evaluation.

A purchase process follows strong purchasing intentions. This involves a series of

selection, including the type of retail outlet as well the specific brand on service to

use. The consumer’s purchase then leads to various

outcomes. One such outcome is satisfaction as a result of direct experience in using
the brands. Satisfaction will affect the consumer’s belief about the brand. Other
outcome is dissatisfaction and post sale doubt.

Many ad agencies conducted an in-depth study of consumer buying behaviour and

found that they all crave for peer acceptance and parental non-influence. Beyond

this they are an enigma

INTERPRETATION
 (1). Gender of the consumer

Data Collected-
Data collected for this questionnaire to know the gender of
customer of reliance fresh.

ANALYSIS—
Data collected for project from 425 responded
in which 275 are female which are 64.7% and 150 are male which are 35.29% of
total respondent

Interpretation-
In total respondent we analyses that most of the customer in
this store is female and their demand always consider at the time of taking the
decision. Company should try to attract new male customer by provide new
scheme on their customer
 (2). Age of customer

10-20 21-50 51&

above
123 230 72
250
200
150
100
50
0
10-20 21-50 51& above

Data Collected-
Data collected for this questionnaire to know the age of
customer of reliance fresh.

ANALYSIS—
Data collected for project from 425 responded in which 123 are the
age between 10-20 which are28.9% and230are between age of 21-50 which
are54.29%and 72 are between age of 51 & above which are 16.9 % of total
respondent

Interpretation-
In total respondent we analyses that most of the customer are
youth .in my observation I found that most new people believe in convenience
shopping It help the company to keep management such type which understand
the problem of customer easily and rectify the problem effectively.

(3). How offer do you shop

 Daily ( ) week ( ) fortnightly ( ) once in month ( )

Daily Week Fortnightly Once in

month
22 224 89 90

250

200

150

100

50

0
Daily Week Fortnightly Once in month

Data Collected-
Data collected for this questionnaire to know the shopping behaviour
of customer of reliance fresh.

ANALYSIS—
Data collected for project from 425 responded in which 22 are like
to purchase daily which are5.1% and224arelike to purchase weekly which
are52.27%and 89 are likely to purchase fortnightly which are 20.9%, 90 likely to
purchase once in a month which are21.17% of total respondent

Interpretation-
 In total respondent we analyses that most of the customer are
likely to purchase on weekend .in my observation I found that more scheme should
be provided on weekend.

(4). What do you mostly shop for at mentioned store?

Vegetables ( ) Grocery ( ) cosmetic product ( ) all product ( )

Vegetabl Grocery Cosmeti All

e c product
product
108 96 21 200

Vegetable
Grocery
Cosmetic product
All product

Data Collected-
Data collected for this questionnaire to know the products
which are like to purchase by the customer.

ANALYSIS—
Data collected for project from 425 responded in which 200 customer are like to
purchase all product which are47.00% and108 are like to purchase vegetables which
are25.41%and 96 are likely to purchase grocery 22.5 which are 22.58.%, 21 likely to
purchase cosmetic product which are4.9% of total respondent
Interpretation-
In total respondent we analyses that most of the customer are
like to purchase all product in the store. Company should try to retain the customer.
And should increase the variety o cosmetic product& grocery.

(5). Preference of shopping?

Quality ( ) Brand ( ) Price ( ) one stop shop

Quality brand Price One stop

shop
102 134 59 130

quality
brand
price
One stop shop
Data Collected-
Data collected from this questionnaire to know the
preference the shopping

ANALYSIS—
Data collected for project from 425 responded in which 134
customer are believe in reliance brand which are31.50% and130 are like to purchase
in one stop shop which are 30.54%and 102 are like to purchase quality product
which are 24.00%, only 59 respondent consider price which are 13.08.%.

Interpretation
In total respondent we analyses that most of the customer are
believe in reliance brand like to purchase qualitative product in stop shop. Here I
observed that people want to purchase fresh and original product and want better
service.

(6). which store do you kept in preference for purchasing

Reliance Fresh ( ) Big apple ( ) other ( ) Local market

Local Reliance fresh Big apple Other

market
244 83 80 18
 250

200

150

100

50

0
Reliance fresh Big apple Local market other

Data Collected-
Data collected from this questionnaire to know the
preference of the purchasing (comparison of store to other).

ANALYSIS—
Data collected for project from 425 responded in which 244
customer are like to purchase from local market which are57.74% and 83 are like to
purchase from reliance fresh which are19.51%and 83 are likely to purchase from Big
apple which are 18.82.%, 18 likely to purchase other which are4.2% of total
respondent

Interpretation
In my observation I found till today organised retail sector
didn’t penetrate the market. Company should try to open new convenience store
and provide more scheme and good service to customer to penetrate the market.
Initial it may be costlier, but it will give long term benefit.

(7). Do advertisement and promotion influence your shopping decision?

 Yes ( ) No ( )

Yes No
390 35

400
350
300
250
200
150
100
50
0
yes No

Data Collected-
Data collected from this questionnaire to know the effect of
promotion scheme on purchasing.

ANALYSIS—
Data collected for project from 425 responded in which 390
customer are like promotion scheme which are91.76% and 35 are those people
which say promotion scheme doesn’t effect on purchasing.

Interpretation In my observation I found promotion scheme is must to sustain

customer attract customer & influence the purchasing.

(8). Are Promotion scheme easy to understand

Yes ( ) NO ( ) some time ( )
Yes no Some time
218 89 118

yes
no
Some time

Data Collected-
Data collected from this questionnaire to know display of
promotion scheme..

ANALYSIS—
Data collected for project from 425 responded in which 218
customer say yes which are51.29% and 89 are those which say no which are 20.94
and 118 say some time.

Interpretation- Company should try making promotion scheme easy

understandable, promotion scheme should be in both in English & Hindi
(9). How likely are you to recommend Reliance Fresh to a
friend or relative? Would you say the chances are?
Excellent ( ) Good ( ) Fair ( ) Poor ( )
Excellent Good Fair Poor
29 198 190 8

200
180
160
140
120
100
80
60
40
20
0
Excellent Good Fair Poor

Data Collected-
Data collected from this questionnaire to know the
satisfaction level of customer.

ANALYSIS—
Data collected for project from 425 responded in which 29
customer say excellent which are6.8% and19 8 say good which are 46.6%, 190 say
fair which are 44.7% and 8 customer are those say poor

Interpretation
In my observation I found that only 46.6% customer are fully satisfied from the
store company should try satisfy the customer by providing better service and rectify
Which form of advertisement do
their problem immediately. (10).
you think is most effective?
Print ( ) TV ( ) Radio ( ) telephone ( )
Print TV Radio Telephone
74 119 56 176

180
160
140
120
100
80
60
40
20
0
print TV Radio Telephone

Data Collected-
Data collected from this questionnaire to know the better
advertisement mode of promotion.

ANALYSIS—
Data collected for project from 425 responded in which 119
customer say TV which are28% and 74 say print which are 17.4%, 56 say Radio
which are 13.17% and 176 customer are say telephone.

Interpretation -
According responded result company can choose telephone as best for
advertisement and call indusial for attracting the customer
 (11). Did you get help from CSA when asked?
Yes ( ) No ( ) some time ( ) Never ( )

Yes NO Some time Never

192 95 124 14

200
180
160
140
120
100
80
60
40
20
0
yes NO Some time Never

Data Collected-
Data collected from this questionnaire to know about CSA
performance.

ANALYSIS—
Data collected for project from 425 responded in which 192
customer say yes which are 45.1% and 95 say no which are 22.35%, 124 say some
time which are 29.17% and 14customer are say never which are 3.25%.

Interpretation-
According respondent customers are not fully satisfied company should recruit new
skilled employee for better performance.
 Findings

1-Mazority of customers here is female.

2- Majority of customers are young.
3-Majority customers like to purchase all goods from Reliance fresh.
4- Customers like one stops shopping.
5-Local market till today is the first choice of customer.
6-Advertisement is the biggest way to attracting the customer.
7-Promotion scheme not so easy to under stand for customer.
8-Most of customer is not fully satisfied with store.
9-Tele phone is the best way for attracting the customer.
10 Shortages of skilled workers.
 Limitations

The project has some limitations because it is totally based on

efforts of individuals. Peoples may be careless and may not give
correct answer to the questions, because of so many reasons.

 It is totally based on personal efforts of individuals.

 Some of the consumers are unable to understand the questionnaire.
 Language is one of the worst problem, some of the consumers are
unable to understand English.

Some consumers are not interested in filling questionnaire

Suggestion

1- More promotion scheme should be used to penetrate the market.

2- Skilled employees should be higher because mostly customers are young.

3- Promotion scheme should in such way that customer can understand easily.

4- Service of store should be providing in such way which full the need of the

customer.
 Reliance Fresh
Questionnaire
NAME-

GENDER-
AGE - Monthly income-

1- How offer do you shop

Daily ( ) week ( ) fortnightly ( ) once in month ( )

2- What do you mostly shop for at mentioned store

Vegetables ( ) Grocery ( ) cosmetic product ( )

3- Which store do you shop?

Reliance Fresh ( ) Big apple ( ) other ( ) Local market

4- Preference of shopping

Quality ( ) Brand ( ) Price ( ) one stop shop

5- Do advertisement and promotion influence your shopping decision

Yes ( ) No ( )

6- Are Promotion scheme easy to understand

Yes ( ) NO ( ) some time ( )

7- How likely are you to recommend Reliance Fresh to a friend or relative? Would
you say the chances are?
Excellent ( ) Good ( ) Fair ( ) Poor ( )

8- Are the Price of Reliance fresh is lower than the other competitor

Yes ( ) No ( ) Equal ( ) no idea ( )

9- Which form of advertisement do you think is most effective?

Print ( ) TV ( ) Radio ( )

10- Did you get help from CSA when asked?

Yes ( ) No ( ) some time ( ) Never ( )

BIBLIOGRAPHY

Referred books-

Marketing Research – Paneerselvam

Research Methodology – C.R Kothari
Principles of Marketing – Philip Kotler

Referred site-

 www.ril.com
 www.google.com
 www.wickipedia.com