Retail Operation of Reliance

Trends and it’s Impact on

Consumer Satisfaction.

By-Subhajit Sar

Reg-PGDM/13-15/41

Introduction

Retail is the “sale of goods and

services from a individuals or a

businesses to the end user.” Retailers

are part of an integrated system called

supply chain. A retailer purchases

goods or products in a large quantities

from manufacturers directly or through

a wholesale ,and then sells smaller

quantities to the customer for a profit.

Literature Review

Cristina Calvo, Jean-Pierre –Mangin, (2014), Determination

of Brand’s success: A cross-store format competitive

analysis.” This study based on how store brands have grown

exponentially in the past decade worldwide, Future increase

is expected due to the economic downturn, which makes up

an increasingly competitive market with great research

interest.

M. Divya, Dr K M chinnadorai, (2007) “A study on

operations, merchandising and marketing of retail stores”.

This study includes how a retail industry chooses a right

vendor for the goods, and management of the control,

holding, handling and planning the merchandise.

Company Profile Company Name: Reliance Retail

Subsidiary Company: Reliance Trends

Founded: 2007

Head Quarter: Mumbai

Chairman and Managing Director: Shri MukeshAmbani

Number of Stores: 168 till 2014

Stores at Kolkata: Axis Mall,

Thakurpukur

Diamond Pllaza

Avani Riverside Mall,

Functions performed by

Retailers:

Providing an assessment of the

product and services.

Breaking Bulk.

Holding Inventory.

Providing Services.

Significance of Retail Operation

of Reliance Trends and Its Impact

on customer satisfaction

A retail operation is very important aspect in any

retail store, a good and fluent retail operation

influence the customer and it helps to drive the

customer to the retail store. So my study based

on the Retail operation which will clarify all the

aspect regarding the store and merchandise

management and this study will connect the

retail operation with the customer satisfaction.

Research Objective:

1. To measure the satisfaction level of

customers with regard of reliance

trends.

2. To gain a good idea about the retail

operation.

3. To study different types of

promotional activities done by

Reliance trends for driving more

customers.

4. To find out the direct link between

the retail operation and customer

Relationship Between Retail

Operation and Customer

Satisfaction

Store

Management

Merchandise Management

Customer Satisfaction

Research Methodology

Research design: For this project descriptive method is used and also used

Statistical Analysis method.

Sources of Data: Primary Data

Secondary Data

Sample Size: Sample Size is 60.

Data Collection Method: By using questionnaire, phone calls and internet.

Research Limitations: The study is only for the Reliance trends confined to a particular

location and a very small sample of respondents. Hence the findings

cannot be treated as representative of the entire retail industry.

In this study I have included 60 customer because of time limit.

Data Analysis

Data Analysis covered age, income

level, gender, frequency of shopping,

quality of private level brands, pricing

of the product, offers, perception on

Reliance Trends, buying preference.

Most of the aspect connected with the

customer satisfaction.

Distribution with respect

to the quality of

Service(Q10,i)(p-46)

62.00%

14.00%

16.00%

8.00%

0%

Quality of serviceVery muchsatisfied

Satisfied

Neithersatisfied ornotdissatisfiedDissatisfied

Analysis:

From the pie chart it is clear

that 62% people are very

satisfied with the service

provided by Reliance

Trends.14% people are

satisfied with the service,16%

people are nether satisfied or

not dissatisfied and 8%

people are dissatisfied

Interpretation:

From the data it is clear that

most of the people are

satisfied with the service that

is providing by Reliance

Trends, After sale service is

one of the important part in

Reliance Trends,

Distribution with respect to

the best part at Reliance

Trends.(q4,p-39)

26.67%

31.67%

36.67%

10%

Best part

StoreAtmosphere

CustomerService

ProductQuality

Merchandise

Analysis:

From the pie chart it is clear that most

of the people like the Product Quality

in Reliance

Trends, Store atmosphere also liked

by the 26.67 percent people,

Customer Service is

liked by 31.67 percent people and the

way Reliance Trends represent their

merchandise is

liked by 10 percent people.

Interpretation:

In this, people choose product

quality because the customers

are getting quality product.

within reasonable price.

Customer Service also satisfy

the customers because trends

have good return policy.

Analysis:

From the pie chart it is clear

that 26.67 percent people

said Reliance trends is the

best,48.33% percent people

said Reliance trends is

among the good

once,13.33% people said

it is not up to the mark and

11.67 percent people said not

at all good.

Interpretation:

From this data it is clear that

according to the customers,

Reliance positioned them

self with the good once.

Some of the customers are

not satisfied with the Trends

because of the lack of

external brands.

26.67%

48.33%

13.33%

11.67%

Perception on Reliance Trends

It is the best

Among thegood onces

Not up to themark

Not at all good

Distribution with respect to the perception on Reliance Trends.(q13,p-53)

Findings

Lack of external brand.

Lack of quality in private level brands.

Employees needs proper training.

Less Promotional Activity.

Doesn’t have attractive marketing

strategy

Lack of new technology.

Customers are not asked to fill up Ril

card.

Visual Merchandising

Suggestions

Suggestion related to in house

operation.

Suggestion related to business model.

Suggestion related to customer

relations.

Suggestion related to store

management.

Suggestion related to promotion.

Suggestion related to new technology.

Conclusion

From the study we conclude that all the customers are not fully satisfied with not only Reliance Trends but also with the remaining competitors of reliance trends, customers are finding some faults with every apparel stores.

The customers entering into the store are happy with the offers available in the store that the offers are good value for their money. But from my observation I can conclude that Reliance trends is spending lot of money for different types of marketing and promotional activities for driving more customers into the stores, but Reliance is not concentrating on converting the people who entered the store into a final customers.

THANK YOU……