A Project Report

on

CONSUMER SATISFACTION AND BEHAVIUOR TOWARDS RELIANCE DIGITAL

Submitted to P.G Department of Commerce Khallikote Unitary University

Berhampur for partial completion of the degree of Bachelor of Commerce

By

Sujal Maharana

+3 Final Year Commerce

Class Roll No: BC19-173

Exam Roll No: 011903CM347

Under the Guidance and Supervision of

SMT ANITA KUMARI PATRA

POST GRADUATE DEPARTMENT OF COMMERCE, KHALIKOTE UNITARY

UNIVERSITY, BERHAMPUR, ODISHA-760001

2022
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 CERTIFICATE
This is to certify that the work embodied in this project entitled

“CONSUMER BEHAVIOUR AND SATISFACTION TOWARDS RELIANCE DIGITAL”

Represents the independent project work carried out by my student Sujal Maharana under my
supervision and guidance in partial fulfilment of the award of Degree in Bachelor in Commerce.
This matter embodied in this project report is original and has not been submitted to any other
institution for the award of any other degree.

Berhampur

Date:

Signature of the Guide

2
 DECLARATION
I do hereby declare that the project entitled “CONSUMER BEHAVIOUR AND SATISFACTION
TOWARDS RELIANCE DIGITAL” is the outcome of independent project work carried out for
the award of Bachelor in Commerce under the guidance and supervision of SMT. ANITA KUMARI
PATRA lecturer in commerce department, Khallikote Unitary University and the same has not been
submitted to any institution for award of any other degree / diploma.

Berhampur

Date:

Signature of the candidate

Exam Roll Number: 011903CM347

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 ACKNOLEDGEMENT
I would like to express my gratitude to my guide Smt. Anita Kumari Patra, lecturer of commerce
department for her guidance and constant supervision as well as necessary information and motivation
to gain knowledge through this project work

Secondly, I would like to bestow my gratitude to all faculty members of the P.G department of
Commerce for their valuable suggestion.

I am also thankful to my friends who gave their full-fledged co-operation and moral support for the
completion of my project work.

Berhampur

Date:

Signature of the candidate

Exam Roll Number: 011903CM347

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 CONTENT
CHAPTER-1 INTRODUCTION PAGE NO.
1.1 Introduction 6
1.2 Scope of the study 7
1.3 Objectives of the study 7
1.4 Importance of the study 7
1.5 Methodology of the study 8
1.6 Limitations of the study 8

CHAPTER-2 COMPANY PROFILE 9

2.1 About Reliance Group 10
2.2 About Reliance Retail Limited 11
2.3 About Reliance Digital 12
2.4 Nature of Business carried 13
2.5 Services 15
2.6 Ownership pattern 19

CHAPTER-3 COMPETITORS 21
INFORMATION
3.1 Croma 22
3.2 eZone 22
3.3 Others 23

CHAPTER-4 INFRASRUCTURE 24
FACILITIES
4.1 Infrastructure Facilities 25
4.2 Work Flow model 26
4.3 Stock Ordering Process 28
4.4 Future Growth and Prospectus 29

CHAPTER-5 STRATEGIES USED IN THE 31

ORGANISATION
5.1 The McKinsey’s 7s Model 32
5.2 McKinsey’s 7s at Reliance 33
Digital

CHAPTER-6 STRUCTURE OF THE 35

ORGANISATION
6.1 Organisation structure 36
6.2 Store Hierarchy 37

CHAPTER-7 SWOT ANALYSIS 41

7.1 Strength 42
7.2 Weakness 42
7.3 Opportunity 42
7.4 Threat 43

CHAPTER-8 CONCLUSION 45
BIBILIOGRAPHY
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 1.1 Introduction

Analytical Study of Customer Satisfaction of Reliance Fresh One of the key challenges for
Organizations are how they manage service quality, which holds a great importance to customer
satisfaction. Therefore, the role of the service quality in the success of organized retail businesses
cannot be denied. It Is vital for the retailer managers to have a good understanding on what exactly
the customer wants. Expectations are well known to service marketers as most definitions of service
quality revolve around “meeting or exceeding customer expectations”.

The retail industry in India has emerged as one of the most dynamic and fast-paced industries
accounting for more than 10 per cent of GDP and over eight per cent of the total employment. With
several players entering the market, it became one of the most effective and fast-paced businesses.
The Indian economy’s retail sector is undergoing a massive shift. The Indian economy’s retail sector
is divided into organized retail and unorganized retail, with the latter accounting for most of the
retail market. The organized retail sector is currently catching up quickly. The influence of changes
in the retail sector’s format significantly impacts Indian customers’ lifestyles. The massive rise in
consumer activity has already carved out a money-making recess for the Indian economy’s retail
sector. The retail industry in India is the most important of all, accounting for 14-15 to 20% of the
country’s GDP. According to econometric estimates, the Indian retail sector is worth roughly
US$500 billion, making it one of the top five retail marketplaces in the world (Jasola, 2021; Sumathi,
2017). The retail industry in India is expanding at a rapid pace, creating several opportunities for
new entrants. However, in today’s changing market, commercial success is quite challenging.
Because entering the market necessitates a significant financial investment, gaining market share
and competing with competitors is not as simple as the store may believe. The Indian market
introduces a number of worldwide retailers. A large number of international retailers have entered
the Indian market. During the year 2011-12, Indian organized retail was only seven per cent, now it
is growing at a rate of 25%, which is creating lucrative job possibilities (Phulia & Sharma, 2014) .
The Indian retail industry is the largest of all industries, accounting for about 10% of the country’s
GDP and roughly 8% of employment. Food retailing in India dominates the shopping basket and is
predicted to be valued at $175-200 billion by 2016. India’s mobile phone retail market is already
worth $16.7 billion and increasing at a rate of over 20% per year. The word “retailer” has a long
history. The word “retail” comes from the French word “retailer,” which meaning “to break the
mass” or “to take a portion off.” The process of distributing items (products) for everyday usage by

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people is known as retailing. The sale of goods to the general public in modest amounts for personal
use or consumption rather than resale.

1.2: Scope of The Study:

The study will cover the overall customer opinion survey on visual merchandising and its effect on
their purchase. The study will be restricted to Reliance Digital (Mangalore-Madikeri Road) Puttur
only. The study attempts to assist the company in finding out how they can increase market share.
This study also aims towards knowing the customer opinion.

1.3: Objectives:

This research aims:

(1) To understand better the impact of visual or demo merchandising on consumer purchasing
behaviour.

(2) To study the various components of visual merchandising at the retail stores.

(3) To understand the customer perceptiveness and expectations towards Reliance Digital retail stores

1.4: Importance:

Here Industry wants to know the customer perception towards RELIANCE DIGITAL in order to get
data which provide them a result of their product in market how is performing, also study helps to
have some changes to adopt to make it more effective.

This study also helps for consumer perception plays a vital role in a store ability to attract new
customers and to retain existing customers from his study is that store have the ability to
control many of the factors that build an individual perception of the company brand.

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1.5: Methodology:

The methodology is a way to solve the problem. The study is descriptive. It is an important
component of the study, and it will help to solve the problem systematically. The methodology
involves the research design, data collection and sample technique.

• Primary Data: Primary data are directly collected from the respondents with the help of a
questionnaire, discussion with consumers and the organization.

• Secondary Data: Efforts are made to collect information about the industry and, in particular, our
research unit through the journals, magazines, company profiles, internet and company records.

• Statistical tool: Simple percentages and diagrammatic representation are being used. \

• Location of the study: Study will be conducted in Reliance Digital, Puttur

1.6: Limitation of study:

The project has some limitations because it is totally based on efforts of individuals, people 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 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.

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COMPANY PROFILE

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 2. Company Profile
Background and inception of the company:
2.1About 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 annualrevenues
are in excess of US$ 58 billion. The flagship company, Reliance Industries Limited, isa Fortune
Global 500 company and is the largest private sector company in India.

Dhirajlal Hirachand Ambani (1932-2002)

Founder of Reliance Group

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, fiber intermediates, plastics and chemicals), textiles,
retail,infotel and special economic zones.

Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fibre
producer in the world and among the top five to ten producers in the world in major petrochemical
products. Major Group Companies are Reliance Industries Limited, including its subsidiaries and
Reliance Industrial Infrastructure Limited
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2.2 About Reliance Retail Limited

Reliance Retaill Limited is an organized retail arm of the Reliance Industries Limited. Reliance
industry is the largest conglomerate in India. It has an annual turnover of US$35.9 Billion. It is
also listed on 206th position in the Fortune Global 500 companies.

Reliance Retail is actually the retail group of Reliance Industries Limited. It has a number of brands
like Reliance Time Out, Reliance Digital, Reliance Wellness, Reliance Autozone, Reliance Super,
Reliance Mart, Reliance iStore, Reliance fresh, Reliance footprint, Reliance Jewels,
Reliance trends, and Reliance living.

Reliance Group was established in 1970's. The Reliance Retail was found in the year 2006 as an
operating subsidiary. It has its head office in Mumbai, India.

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 endeavor 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.

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2.3About Reliance Digital

Reliance Digital is a Consumer Electronics, Durables, IT & Telecom retail arm of Reliance Retail
Group, a subsidiary of Reliance Industries Limited hosts over 150 national and international brands
of electronic products. Reliance Digital Stores offer more than 4000 types ofelectronic products.

After a successful launch of Reliance Fresh stores across several towns and cities in India, Reliance
Retail Limited unveiled ‘Reliance Digital’ in the year 2007, its pilot consumer electronics concept
mega store. The new destination for the latest in technology and entertainment products & services,
and currently 58 Reliance Digital stores are operating in India.

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 2.4 Nature of the business carried:

Reliance Digital Store is a one stop shop for different electronic needs of all customers. May itbe
household appliances, computers, laptops, games or telecom products; customers can find every
gadget, for every budget at Reliance Digital. It has over 4000 products at reasonable prices for its
valued customers.

Vision, Purpose, Values and Promises:

Vision

Reliance Digital seeks to fulfill the dream of every Indian, be it through its nationwide network
of conveniently located stores or through its presence on the web, by providing a delightful
shopping experience of products & solutions and helping them bring home the latest & best in
technology from the widest selection at the lowest assured price with complete peace of mind
through lifelong support.

Or more simply

“We bring Technology to life for you”

Purpose

• Growth is Life

“Bettering the lives of Indian everyday”

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Values

• We believe in people

• We believe in and follow the customer

• We believe in the good of the community

• We believe in each other

Promises

• A delightful shopping experiences

• A delighted community

• A delightful place to work

Products/ Services Profile:

Reliance Digital – The Merchandise Mix

Complete range of
• Consumer electronics
• Home appliances
• Kitchen appliances
• Computing & gaming
• Personal audio

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 • Mobile communications
• High-end audio & home theaters
• High definition flat panel televisions
• Music and movies
• Digital photography & photo printing
• Accessories to enhance product usage & experience
• And lots more!
More than 150 brands, 4000 products and countless solution bundles individually
recommended to best suit the customers’ needs.

2.5 Services

Reliance Digital reviews all its products to provide the best to its customers. It has a specially
designed ‘Experience Zones’ to get the real feel of the product before purchasing it.

Reliance Digital provides financial assistance through easy EMI Schemes; Company has appointed
Bajaj Capital to provide financial assistance to its consumers. Consumers have to make 40% down
payment and the remaining amount is distributed into 8 EMIs and interest rate varies from brand
to brand products.

Reliance Digital has a ResQ facility, which serves the purpose of a technical support team. It comes to
rescue to provide solutions for problems that customers may face with products from all leading
brands. This facility is available 7 days a week; 365 days a year from 10 a.m. to 10

p.m. They have qualified engineers to deal with installation and to guide you with the usage of
the appliances.

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ResQ services are -

Product installation: ResQ help to set up customers’ product for optimum

performance

Specialised customer training:

Specialised training to customers on products and related applications by an industry

trained personnel

Authorised Service Station for diagnosis and repairs (Caters to all brands)

One stop solution for repairs for all brands’ products

Repairs covering both pre and post manufacturer warranty periods

On-site service for select products – for the rest, our engineers shall transport products to
and fro from the service station

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 Demonstrate Product Usage:

Live demonstration of all features of the product

Provide handy care tips

Health check-up plan: Preventive Maintenance

To ensure that products do not malfunction, resQ offer periodic services and
maintenance check-ups

Tips on upkeep of products for optimal performance

Also covers products not purchased from Reliance Digital

Enhanced Utility: ResQ Accessories

ResQ offer a host of utility products and accessories that are compatible with products &
help customers get more of them!

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 Extended Warranty Service- ResQ Care Plan

Free repairs, including both parts and labour

Free preventive maintenance visits during plan period

Area of operation – National:

Reliance Digital is a Consumer Electronics, Durables, IT & Telecom retail arm ofReliance
Retail Group, a subsidiary of Reliance Industries Limited, and currently 58 Reliance Digital
stores are operating in India and 9 stores are operating in Bangalore.

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2.6 Ownership pattern:

Reliance Industries Limited

Refining Textiles Retail Petrochemicals Petrochemicals

-Polyester &
- Polymers
Fibre
Intermediates
Reliance Vimal Reliance Digital
Gas & Vimal Gifting Reliance fresh Repol
Reliance Relene
Reliance &
footprintReliance Reon
Aviation
V2 Vimal Jewels Reliance Cisamer
trends Reliance & Relab
Petroleum Retail
Roxy
Office Depot
GAPCO
And many more

Recron Stretch
Recron Cotluk
Recron Dyefast
Recron 3s
Recron LP
Relpet
And many
more

Reliance industry is the largest conglomerate in India, having number of brands with the different
businesses. The ownership pattern of Reliance Digital can be explained as - Reliance Industries
Limited has different subsidies; Reliance Retail Limited is one among the subsidies and under
which Reliance Digital is one of the Retail Business of Reliance retail.
Reliance Digital or the Reliance Retail Limited has not listed in stock market individually but
Reliance Industries Limited (RIL) as whole listed under stock market where all the subsidies of

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RIL is considered to be a group and listed in the stock market. Hence Reliance Digital is a Public
Limited Company and Mr. Mukesh D. Ambani is the Chairman and Managing Director of Reliance
Industries Limited.

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COMPETITORS INFORMATION

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Competitors Information:

3.1 Croma

Croma is India’s first national, large format, specialist retail chain for consumer electronics and
durables.
Croma is promoted by Infiniti Retail Ltd, a 100% subsidiary of Tata Sons. Woolworths, one of the
world’s leading retailers, provides technical and strategic sourcing support, ensuring that you buy
nothing but the best.
Croma's first store opened on October 9, 2006 at Juhu in Mumbai, and it's rolling out many more
stores across India.

Brand Philosophy

If service wasn't important.

If technology wasn't complex.

If variety wasn't confusing.

We would have no reason to be in business.

We help you buy.

3.2 eZone

eZone is an experience-led lifestyle format that brings together the best in national and
international consumer electronic and durables brands in a family-centric environment. Typically
covering 12,000 square feet, an eZone store truly enables you to experience electronics through
three dedicated zones - Liberation Zone, Experience Zone and Home Zone.
The Liberation Zone offers personal products like computers, laptops, handy cams, MP 3 players
and mobile phones. Entertainment products such as Plasma / LCD, Flat TVs, Home Theatre

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 systems, DVD players, and Stereo systems are displayed in the Experience Zone. In the Home
Zone segment, one gets to pick electronic goods of his or her choice including Refrigerators, Air-
Conditioners, Washing Machines and Microwave ovens among other kitchen-related appliances.
eZone also offers an unparalleled service and support through the special ‘E-Care’ customer
support centre. E-Care is a special, dedicated support system designed to offer the best customer
service after purchase of any product at eZone.

3.3 Others

There are other unorganized consumers electronic and durables brands such as Pai International,
Girias and Harsha Electronics are operating in Karnataka and some other states of the country and
these can be called as local market competitors but these brands are not to be considered as
competitors for Reliance Digital Retail Limited.

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INFRASTRUCTURE FACILITIES

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4.1 Infrastructural facilities:

Planogram

Also known as plano-gram, plan-o-gram, and POG, planogram is a visual representation of a

store's products or services considered as a tool of visual merchandising in retail store.

Signage

Signage is kind of visual graphics created to display information about products to customers.

Experience Zones

Experience zones take consumers through a delightful and interactive voyage in the world of
electronics and durable goods. Crafted with the latest signage, audio and merchandising where
customers can experience the products before purchasing.

Home theater experience zone

It is an exclusive experience zone in reliance digital store. It is a small room arranged well
furnished with sound systems where consumers can experience the home theaters before
purchasing.

Play station

Play station is advanced video gaming station where customers who visit the store can play and
have delightful shopping experience with reliance digital.

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Learning Center

Learning center is training center that is located within the reliance digital store where employees
are trained on the products thos e arrived in the store and usually this center is used for meetings
in the store.

4.2 Work flow model:

The nature of the business is r etailing hence the manufacturing of goods is not involved with
reliance digital instead goods are ordered and brought into stores for the retail sales. The
numbers of products from the different brands with different product ranges are recruited into

stores and further sales is made so the work flow model could be Operating Model and Stock
Ordering Process.

Operating Model

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Operating Model Explanation

1. The operating model begins with Pre – installation Counseling & queries of customers
basically this happens though telephonic queries by customers or approach to know about
product available in reliance digital and this step will supported by resQ team. Usually
this will not be the initial step in most of the cases, customers directly approach store to
know about the products.
2. The second step could begin the actual operating model because most of the customers first
approach store and get to know details about their required product, when customers walk
in to the store employees counsel the customers, attend their queries and also understanding
their requirements they provide consultative solution to customers and this can be
considered as beginning step of operating model.
3. After counseling and consultation when customer make the purchase of goods, delivery
of goods will be supported by Reliance D&L Team, team also help customer in exchange
and product pick-up in case of any replacements after sale of goods as post sales service.
4. When goods are delivered to customers by D&L team, reliance resQ team helps customers
by Demonstration and Installation of product at customers place.
5. And after sales services such as extended warranty/maintenance and repairs will be
supported by resQ team in the company.
6. And also replacement and up gradation of products will be supported by resQ team and
further queries regarding products etc will handled by resQ team, with this again operating
model may continues as discussed above.

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4.3 Stock Ordering Process

Reliance Digital has classified electronics and consumer durable goods into four departments as

1. Consumer Electronics

2. Home Appliances

3. Information Technology

4. Telecommunication

When the goods in the departments need to be ordered; each department follow the following
procedure for ordering the stock.

Stock Ordering Process

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Stock Ordering Process Explanation

1. Stock report of every product is verified regularly by all the departments.

2. In case there is no stock or less quantity in the stock for the products, stock ordering mail
has to sent to the category department of respective section requesting the list of goods
required in the department with the complete details such as Product, Brand name, Article
code and Quantity and ordering mail should have store code. Category department is a central
body present in the Mumbai Office.

3. Category corporate department place the order to respective Brands to deliver the good

4. Brand people deliver ordered goods to respective central ware house, central ware housebecome
the distribution center for the stores.

5. Distribution center sends the goods to the stores those are ordered.

6. When the goods arrive to the store goods are received by material department of store.

7. And finally goods are sent to the respective departments.

8. Each department has to update its stock report every day for the stock reference and keep
follow up on stock level.

4.4 Future Growth and Prospectus:

At a time when inflation and high input costs are putting pressure on margins of retail companies,
Mukesh Ambani-led Reliance Retail expects its specialty and value formats driving the firm’s next
stage of growth.
Reliance Retail’s value formats include Reliance Fresh, a neighborhood retail concept, Reliance
Mart, an all-under-one-roof supermarket concept, and Reliance Super, a mini-mart concept. The
value formats offer a wide range and assortment of products required for daily household needs.
Its specialty formats include Reliance Digital, consumer durables and information technology
concept, Reliance Trends, apparel and accessories concept, and iStore by Reliance Digital, an
exclusive Apple products stores. Other specialty formats include Reliance Footprint for footwear,

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Reliance Jewels, and Reliance Living, a home wear, furniture, modular kitchens and furnishings
concept. Reliance Retail plans to double its stores across all formats within next five years. At
present, it has more than 1,050 stores and a pan-India presence.
Reliance Digital Retail Limited will have 100 stores by the year 2014 in pan India. And also
company planning to provide financial assistance to the reliance digital customers by the reliance
group as of now it has appointed Bajaj Capital for the financial assistance to Reliance Digital
customers.

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STRATEGIES USED IN THE ORGANISATION

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 The McKensy’s 7S Framework

5.1 The McKinsey 7S model

The McKinsey 7S model was named after a consulting company, McKinsey and Company,
which has conducted applied research in business and industry. The McKinsey 7S Framework
was created as a recognizable and easily remembered model in business. The seven variables,
which the authors term "levers", all begin with the letter "S":
These seven variables include structure, strategy, systems, skills, style, staff and shared values.
Structure is defined as the skeleton of the organization or the organizational chart. The authors
describe strategy as the plan or course of action in allocating resources to achieve identified
goals over time. The systems are the routine processes and procedures followed within the
organization. Staff are described in terms of personnel categories within the oorganization
(e.g.engineers), whereas the skills variable refers to the capabilities of the staff
within theorganization as a whole. The way in which key managers behave in achieving
organizational goals is considered to be the style variable; this variable is thought to encompass
the culturalstyle of the organization. The shared values variable, originally termed super
ordinate goals, refers to the significant meanings or guiding concepts that organizational members
share.
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 From above 7, three are called Hard ‘S these are such as

➢ Strategy
➢ System
➢ Structure

And other four are called Soft ‘S’, namely

➢ Skills
➢ Staff
➢ Shared value
➢ Style

5.2 McKinsey’s 7s at Reliance Digital

Strategy

Strategy is the plan of action an organization prepares in response to, or anticipation of, changes
in its external environment. Strategy is differentiated by tactics or operational actions by its nature
of being premeditated, well thought through and often practically rehearsed.

Reliance Digital routinely have different campaigning strategies for their new products and to
move stock which offer exciting sales promotion offers for the customers to persuade them to
know the product and purchase it. For e.g. During Christmas and New Year sale they had up to
50% discount on products.
Reliance Digital uses display fixtures to communicate and educate customer about the sales
promotion and they decorate the window areas with the products related to their promotion.

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System

The system that Reliance Digital has for its sale of goods is friendlier and assists customer in
purchase of products. The procedure that they follow in Reliance Digital for sale of product is
initially when customers walk in to store junior sales associate welcome customer in to store by
greeting them and ask them how he can assist them, when customer ask him about his required
product junior sales associate takes customer to that particular department and leaves customer to
Senior sales associate or Team leader to attend the customers, here the person attend customer
queries and explain about product features and benefits. And also consult them to go for
Particular product. When customer makes purchasing decision the same person takes customer to
cash counter to make bill of the purchased product and when customer reaches cash counter cashier
at counter greet the customer and makes billing and keep the product in Reliance Digital carry bag
and hand over to customer in case goods are heavy to carry there are store boys who help customer
taking them out of store and keep the products in their vehicle and if the products are huge in size
they make delivery arrangement through D&L Team.

Structure

The design of organizational structure is a critical task of the top management of an organization.
It is the skeleton of the whole organization. It prescribes the formal relationship among various
positions and activities.

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STRUCTURE OF THE ORGANISATION

35
6.1 Organization Structure

36
 6.2 Store Hierarchy

CMO – Commercial Operations ManagerVM

– Visual Merchandiser
DM – Department Manager
CE – Consumer Electronics
Telecom – Telecommunication
HA – Home Appliances

IT – Information TechnologyTL
– Team Leader
SSA – Senior Sales Associate
JSA – Junior Sales Associate

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MOO – Material Operational Officer
MOE – Material Operational Executive
CRM – Customer Relationship Manager
SHE – Senior Helpdesk Executive
JHE – Junior Helpdesk Executive

Skills

Employees must have products knowledge and they should have skills to persuade customer to
purchase product. At Reliance Digital Company provide training to the employees on products
which help employees to make sale of product with their best knowledge of product and skill. In
successive intervals the company sends mystery shoppers to stores to evaluate the performance
of the employees and they rate the performance of employees in the store and report to the company
if the training is required company arranges for it. And whenever new product has arrived to store
they provide training on that particular product in the store learning center.

During the training conducted by the company they make sure that the employees are aware about
the products information and also sales associates are given proper selling skill tips and training
on selling procedure.

Employees are also trained on how to greet and groomed to their best ability and they are trained
to handle all minor issues encountered in the store.

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Staff

Organizations are made up of humans and it's the people who make the real difference to the
success of the organization in the increasingly knowledge-based society. The importance of human
resources has thus got the central position in the strategy of the organization, away from the
traditional model of capital and land.
Reliance Digital has 58 stores in pan India and has got more than 1000 employees working for the
company.

Shared value

We believe in people

We believe in and follow the customer

We believe in the good of the community

We believe in each other

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Style
Reliance Digital has a very friendly environment for all the employees .The management follows
top/down and bottom/up approach. Where in top management transfers the information from the
higher level to the lower level. The target and objectives are set by the top level managers and are
delegated to the lower level managers those in turn transfer to Team leader and sales associates in
the store level, hence all the major decision are taken by the higher authority and shared to the
lower level.

The lower level employees i.e., Team leader and sales associates revert back to the daily reports
to the Department manager who in turn reports to the store manager and further store manager to
his higher authority and it continues.

Every employee has a participative approach towards the business. Every employee is concerned
with his Duties, Responsibilities and accountability for the happening of the event and employees
have to report to their higher authority at regular intervals.

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SWOT ANALYSIS

41
 SWOT Analysis

7.1 Strength:

Brand Name Reliance - Reliance Industries Limited, is a Fortune Global 500 company
and is the largest private sector company in India.
resQ Services - The dedicated service arm that is available for support all 365 days of a
year, from 10 a.m. to 10 p.m.
Network - Over150 international and national brands.

Private label sale – Some of own products (Reliance Reconnect).

Product mix - One-stop shops for all technological solutions, it has over 4000 products at
reasonable prices.

7.2 Weakness:

Poor inventory control.

Inadequate human resources.

Operating costs are too high.

7.3 Opportunity:

Potential for investment.

High growth potential.

E-retailing.

Retail franchising.

Wholesale trading.

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7.4 Threat:

Increasing competitor’s market share.

Price war with competitors.

Inflation.

Competition offered by Chinese products.

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CONCLUSION

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 Conclusion

Opting for internship at reliance digital was an opportunity for to understand the retail
industry and its nature of business. Understanding Retail management difference in
organized retail and unorganized retail was a huge scope for learning, the process and
operation in organized and unorganized retails has a lot of difference that could able to
compare in my learning.

Using knowledge of Marketing and Retail Management that can be found how practically
the strategies are implementing in organized retail and also it could be find some areas of
improvement that can be done in the company.

Learning about merchandising and stocking in retail for the sale and motivating sales team
was a good exposure. That could find the level of difficulty in convincing customers and
the pain that sales team undergoes to make a sale of product.

Also it could be known that merchandising plays a vital role in attracting customers and
stimulate them to buy the product.

The flow of work and the organizational hierarchy from top level management to the store
level can be understand easily. And also it could understand the motivational factors that
make employees to have job satisfaction in the organization.

Customer’s mentality towards promotional sales programme also led to understand that
people look for price prior to the quality or the actual product. Overall exposure to Retail
Management was an eye opener to me as how business is carried out and what all should
be considered for making sales and to have effective retail management.

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BIBILIOGRAPHY

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