A Project on Consumer Buying Behavior
Sanaya kant Vishrut
Bhawesh Tallur
Aejaz Khan Jyoti pal
Retail chain division headed by Mukesh Ambani. ? Convenience store format which forms a part of the retail business of reliance Industries.
? ?
Operates over 900 stores across 80 cities in 14 states which includes over 750 stores.
?
Positioned as pure play super market with food accounting for the bulk of the business
Location:
Location: Chembur
Footfalls a) Weekdays: 800-1000 b) Weekends: 1500 ? Sales: 77lakh per month ? Total employees: 21
?
? a) b) ? ? ?
Footfalls Weekdays: 600 Weekends: 750 Sales: Total employees: 18 Stock inventory: 12000 units
?
Stock inventory:
Kharghar
Chembur
? ?
Grid layout Counters and Fixtures are placed in long rows or “runs” usually at right angles, throughout the store Not enough space to browse through each rows. Grid Layout
?
?
Total area 4500/6500 sq.ft
?
Separate entry and exit points.
Exit : 3 cash counters at present.
?
Chembur /kharghar
? ?
?
?
Entry gate: Many trolleys and promotional banners First rows: Vegetables and fruits were in display near the entrance. Interior: staples, pulses, grains & cold storage. Lighting: choice of lights created a dull atmosphere.
Cash counter: Chocolates and kids items
?
? ?
Houses total 700 brands. 4000 articles on display.
Main focus on promoting in-house brands: ? R-Suds ? Jam ? Tea ? Coffee ? Atta
? ? ?
Low prized private labels Price range: Discount on bulk buying
Market segmentation: ? Families/ Gujrati community ? Ladies Age group: 21 to 55
How often do you shop?
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.
250 200 150 100 50 0
Daily
Week
Fortnightly
Once in month
vegetable 108
Grocery 96
frozen 21
all 200
?
InterpretationIn total respondent we analyses that most of the customer are like to purchase all product in the store.
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.
Quality 102 brand 134 Price 59 One stop shop 130
?
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
Yes 150
No 299
Can you understand the schemes of reliance fresh?
Yes 218 No 98 Sometimes 118
Good 50
Average 200
Poor 300
Reason: the products were not always fresh. Specially vegetable. They never had proper stocks hence products were not available when required.
Good nil
Average 100
Poor 499
Reason: The employees were not trained and had no knowledge about the products and what the customer wanted.
Interpretation: Most of them said they would tell their neighbors and relatives since it was convenient for them since they had no time to visit far away stores or mandis.
200
150
100 50 0 Excellent Good Fair Poor
? ? ? ? ? ? ?
?
?
-Majority of customers here were females. 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. 10 Shortages of skilled workers.
?
?
?
?
More promotion scheme should be used to penetrate the market. Skilled employees should be higher because mostly customers are young. Promotion scheme should in such way that customer can understand easily. Service of store should be provided in such way which full-fills the needs of the customer.
doc_479335168.pptx
Sanaya kant Vishrut
Bhawesh Tallur
Aejaz Khan Jyoti pal
Retail chain division headed by Mukesh Ambani. ? Convenience store format which forms a part of the retail business of reliance Industries.
? ?
Operates over 900 stores across 80 cities in 14 states which includes over 750 stores.
?
Positioned as pure play super market with food accounting for the bulk of the business
Location:
Location: Chembur
Footfalls a) Weekdays: 800-1000 b) Weekends: 1500 ? Sales: 77lakh per month ? Total employees: 21
?
? a) b) ? ? ?
Footfalls Weekdays: 600 Weekends: 750 Sales: Total employees: 18 Stock inventory: 12000 units
?
Stock inventory:
Kharghar
Chembur
? ?
Grid layout Counters and Fixtures are placed in long rows or “runs” usually at right angles, throughout the store Not enough space to browse through each rows. Grid Layout
?
?
Total area 4500/6500 sq.ft
?
Separate entry and exit points.
Exit : 3 cash counters at present.
?
Chembur /kharghar
? ?
?
?
Entry gate: Many trolleys and promotional banners First rows: Vegetables and fruits were in display near the entrance. Interior: staples, pulses, grains & cold storage. Lighting: choice of lights created a dull atmosphere.
Cash counter: Chocolates and kids items
?
? ?
Houses total 700 brands. 4000 articles on display.
Main focus on promoting in-house brands: ? R-Suds ? Jam ? Tea ? Coffee ? Atta
? ? ?
Low prized private labels Price range: Discount on bulk buying
Market segmentation: ? Families/ Gujrati community ? Ladies Age group: 21 to 55
How often do you shop?
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.
250 200 150 100 50 0
Daily
Week
Fortnightly
Once in month
vegetable 108
Grocery 96
frozen 21
all 200
?
InterpretationIn total respondent we analyses that most of the customer are like to purchase all product in the store.
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.
Quality 102 brand 134 Price 59 One stop shop 130
?
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
Yes 150
No 299
Can you understand the schemes of reliance fresh?
Yes 218 No 98 Sometimes 118
Good 50
Average 200
Poor 300
Reason: the products were not always fresh. Specially vegetable. They never had proper stocks hence products were not available when required.
Good nil
Average 100
Poor 499
Reason: The employees were not trained and had no knowledge about the products and what the customer wanted.
Interpretation: Most of them said they would tell their neighbors and relatives since it was convenient for them since they had no time to visit far away stores or mandis.
200
150
100 50 0 Excellent Good Fair Poor
? ? ? ? ? ? ?
?
?
-Majority of customers here were females. 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. 10 Shortages of skilled workers.
?
?
?
?
More promotion scheme should be used to penetrate the market. Skilled employees should be higher because mostly customers are young. Promotion scheme should in such way that customer can understand easily. Service of store should be provided in such way which full-fills the needs of the customer.
doc_479335168.pptx