Description
Gone are the days were the consumer went in search of materials from shop to shop. Today, things are made available in one shop, one place. These days, consumer buying is not mere transfer of item from seller to buyer.
IOSR Journal of Business and Management (IOSR-JBM)
e-ISSN : 2278-487X, p-ISSN : 2319-7668, PP 73-75
www.iosrjournals.org
National Conference on “Innovative Business Practices in Technological Era” 73 | Page
Erode Sengunthar Engineering College, Thudupathi, Erode
An Empirical Study on Customer Contentment towards Reliance
Fresh
Mr. U. Dinesh Kumar, Mr. R. Thirunavukkarasu
Faculty, Department of Management Studies, Erode Sengunthar Engineering College, Erode 638057, Tamil
Nadu, India.
II-MBA Students, Erode Sengunthar Engineering College, Erode
ABSTRACT: Gone are the days were the consumer went in search of materials from shop to shop. Today,
things are made available in one shop, one place. These days, consumer buying is not mere transfer of item
from seller to buyer. Consumer wants buying to become a happy affair. They would like to see, touch and feel
the commodities they buy. Understanding this psychology for the consumer many organizations have come to
make purchase of happy affair.The present study is based on the awareness of Reliance fresh among the
customers. The study mainly concentrated on general price level, quality about products, overall satisfaction
about Reliance fresh , general awareness, and consumer preferences of Reliance fresh.The primary data is
collected through a structured questionnaire with the available data. The data is analyzed and interpreted with
like percentage analysis method. Based on findings suitable recommendation and suggestions has been
made.The probability Sample techniques are used to Simple random sampling and the sample size is 50.
I. INTRODUCTION
Reliance fresh is the convenience store format which forms part of the retail business of Reliance
industries of india which is headed by Mukesh Ambani. Reliance plans to invest in excess 0f Rs.250 billion in
the next 4 years in their retail division. The company already has 453 Reliance Fresh outlets across the country.
These stores sell fresh fruits and vegetables, staples, groceries, fresh juice, bars and dairy products. A typical
Reliance Fresh store is approximately 3000-4000 square feet and caters to a catchment area of 2-3 km.
II. REVIEW OF LITERATURE
With the reviving of the economy, our highly improved life quality booms service industries and
causes economic growth. Among the service industries, the department stores having a great to do with
economic development for its great amount of cash flow is especially worthy of attention. Furthermore, many
large department stores have been opened in the recent years and they do their best to promote in order to attract
consumers and boost sales. Since 20% off for all and price reduction is very common, sellers start rewarding
their customers with large numbers of prizes to draw their attention. Saravanan,” an investigation of user
perception and attitude to Reliance fresh store in Madurai” an unpublished submitted to Kamaraj university
july,2011.
III. RESEARCH METHODOLOGY
The search for knowledge through objective and systematic method of finding a proper and feasible
solution to a problem is popularly known as research. Methodology shall be considered on the methods used in
one research selecting sample ,sample size, data collection and various tools for data analysis .The study is
descriptive in nature because it describes opinion , views and satisfaction level of users of Reliance Fresh.Non-
probability sampling has been used in this study.Under this non probability sampling, convenience sampling
was choosen.The data was collected through structured questionnaire.further the research is designed to employ
simple statistical tools.50 samples has been used for the survey and data analysis.
IV. OBJECTIVES
? To study the satisfaction level of customer with regarding to economy, price.
? To access the opinion of the customers about Reliance fresh when compared to other departmental stores.
? To study the services provided by the Reliance fresh store.
An Empirical Study on Customer Contentment towards Reliance Fresh
National Conference on “Innovative Business Practices in Technological Era” 74 | Page
Erode Sengunthar Engineering College, Thudupathi, Erode
ANALYSIS AND INTERPRETATION:
COMPARED IN OTHER STORE PRICE DISTRIBUTION OF THE RESPONDENTS
S. No Response No. of
Respondents
% of Respondents
1
2
3
4
5
Very high
High
Average
Low
Very low
Total
7
20
13
6
4
14
40
26
12
8
50 100
ENSURE COMPLETE CUSTOMER SATISFACTION DISTRIBUTION OF THE RESPONDENTS
S. No Response No. of
Respondents
% of Respondents
1
2
3
4
5
Very good
Good
Average
Low
Very low
Total
4
31
9
5
1
8
62
18
10
2
50 100
DELIVERY ONTIME DISTRIBUTION OF THE RESPONDENTS
S. No Response No. of Respondents % of Respondents
1
2
3
4
5
Very good
Good
Average
Low
Very low
Total
10
25
8
5
2
20
50
16
10
4
50 100
THE MERCHANDISE SOLD IS A GOOD VALUE FOR THE MONEY DISTRIBUTION OF THE
RESPONDENTS
S. No Response No. of Respondents % of Respondents
1
2
3
4
Very strongly agree
Agree
Disagree
Very disagree
Total
8
27
12
3
16
54
24
6
50
100
SPSS customer satisfaction * product price Crosstabulation
Count
product price
Total very high High average low very low
customer satisfaction very low 0 1 0 0 0 1
low 0 1 2 1 1 5
average 2 2 4 1 0 9
good 3 14 7 4 3 31
very good 2 2 0 0 0 4
Total 7 20 13 6 4 50
An Empirical Study on Customer Contentment towards Reliance Fresh
National Conference on “Innovative Business Practices in Technological Era” 75 | Page
Erode Sengunthar Engineering College, Thudupathi, Erode
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 13.825
a
16 .612
Likelihood Ratio 15.571 16 .483
Linear-by-Linear Association 1.883 1 .170
N of Valid Cases 50
a. 23 cells (92.0%) have expected count less than 5. The minimum
expected count is .08.
HYPOTHESIS:
H0:There is no relationship between price level and satisfaction of customer.
H1:There is relationship between the price level and satisfaction of customer.
INFERENCES:
Since,13.825
Gone are the days were the consumer went in search of materials from shop to shop. Today, things are made available in one shop, one place. These days, consumer buying is not mere transfer of item from seller to buyer.
IOSR Journal of Business and Management (IOSR-JBM)
e-ISSN : 2278-487X, p-ISSN : 2319-7668, PP 73-75
www.iosrjournals.org
National Conference on “Innovative Business Practices in Technological Era” 73 | Page
Erode Sengunthar Engineering College, Thudupathi, Erode
An Empirical Study on Customer Contentment towards Reliance
Fresh
Mr. U. Dinesh Kumar, Mr. R. Thirunavukkarasu
Faculty, Department of Management Studies, Erode Sengunthar Engineering College, Erode 638057, Tamil
Nadu, India.
II-MBA Students, Erode Sengunthar Engineering College, Erode
ABSTRACT: Gone are the days were the consumer went in search of materials from shop to shop. Today,
things are made available in one shop, one place. These days, consumer buying is not mere transfer of item
from seller to buyer. Consumer wants buying to become a happy affair. They would like to see, touch and feel
the commodities they buy. Understanding this psychology for the consumer many organizations have come to
make purchase of happy affair.The present study is based on the awareness of Reliance fresh among the
customers. The study mainly concentrated on general price level, quality about products, overall satisfaction
about Reliance fresh , general awareness, and consumer preferences of Reliance fresh.The primary data is
collected through a structured questionnaire with the available data. The data is analyzed and interpreted with
like percentage analysis method. Based on findings suitable recommendation and suggestions has been
made.The probability Sample techniques are used to Simple random sampling and the sample size is 50.
I. INTRODUCTION
Reliance fresh is the convenience store format which forms part of the retail business of Reliance
industries of india which is headed by Mukesh Ambani. Reliance plans to invest in excess 0f Rs.250 billion in
the next 4 years in their retail division. The company already has 453 Reliance Fresh outlets across the country.
These stores sell fresh fruits and vegetables, staples, groceries, fresh juice, bars and dairy products. A typical
Reliance Fresh store is approximately 3000-4000 square feet and caters to a catchment area of 2-3 km.
II. REVIEW OF LITERATURE
With the reviving of the economy, our highly improved life quality booms service industries and
causes economic growth. Among the service industries, the department stores having a great to do with
economic development for its great amount of cash flow is especially worthy of attention. Furthermore, many
large department stores have been opened in the recent years and they do their best to promote in order to attract
consumers and boost sales. Since 20% off for all and price reduction is very common, sellers start rewarding
their customers with large numbers of prizes to draw their attention. Saravanan,” an investigation of user
perception and attitude to Reliance fresh store in Madurai” an unpublished submitted to Kamaraj university
july,2011.
III. RESEARCH METHODOLOGY
The search for knowledge through objective and systematic method of finding a proper and feasible
solution to a problem is popularly known as research. Methodology shall be considered on the methods used in
one research selecting sample ,sample size, data collection and various tools for data analysis .The study is
descriptive in nature because it describes opinion , views and satisfaction level of users of Reliance Fresh.Non-
probability sampling has been used in this study.Under this non probability sampling, convenience sampling
was choosen.The data was collected through structured questionnaire.further the research is designed to employ
simple statistical tools.50 samples has been used for the survey and data analysis.
IV. OBJECTIVES
? To study the satisfaction level of customer with regarding to economy, price.
? To access the opinion of the customers about Reliance fresh when compared to other departmental stores.
? To study the services provided by the Reliance fresh store.
An Empirical Study on Customer Contentment towards Reliance Fresh
National Conference on “Innovative Business Practices in Technological Era” 74 | Page
Erode Sengunthar Engineering College, Thudupathi, Erode
ANALYSIS AND INTERPRETATION:
COMPARED IN OTHER STORE PRICE DISTRIBUTION OF THE RESPONDENTS
S. No Response No. of
Respondents
% of Respondents
1
2
3
4
5
Very high
High
Average
Low
Very low
Total
7
20
13
6
4
14
40
26
12
8
50 100
ENSURE COMPLETE CUSTOMER SATISFACTION DISTRIBUTION OF THE RESPONDENTS
S. No Response No. of
Respondents
% of Respondents
1
2
3
4
5
Very good
Good
Average
Low
Very low
Total
4
31
9
5
1
8
62
18
10
2
50 100
DELIVERY ONTIME DISTRIBUTION OF THE RESPONDENTS
S. No Response No. of Respondents % of Respondents
1
2
3
4
5
Very good
Good
Average
Low
Very low
Total
10
25
8
5
2
20
50
16
10
4
50 100
THE MERCHANDISE SOLD IS A GOOD VALUE FOR THE MONEY DISTRIBUTION OF THE
RESPONDENTS
S. No Response No. of Respondents % of Respondents
1
2
3
4
Very strongly agree
Agree
Disagree
Very disagree
Total
8
27
12
3
16
54
24
6
50
100
SPSS customer satisfaction * product price Crosstabulation
Count
product price
Total very high High average low very low
customer satisfaction very low 0 1 0 0 0 1
low 0 1 2 1 1 5
average 2 2 4 1 0 9
good 3 14 7 4 3 31
very good 2 2 0 0 0 4
Total 7 20 13 6 4 50
An Empirical Study on Customer Contentment towards Reliance Fresh
National Conference on “Innovative Business Practices in Technological Era” 75 | Page
Erode Sengunthar Engineering College, Thudupathi, Erode
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 13.825
a
16 .612
Likelihood Ratio 15.571 16 .483
Linear-by-Linear Association 1.883 1 .170
N of Valid Cases 50
a. 23 cells (92.0%) have expected count less than 5. The minimum
expected count is .08.
HYPOTHESIS:
H0:There is no relationship between price level and satisfaction of customer.
H1:There is relationship between the price level and satisfaction of customer.
INFERENCES:
Since,13.825