A

LIVE RESEARCH PROJECT

On

“THE STUDY OF CONSUMER PERCEPTION TOWARDS

Reliance SUPERMARKET IN UDAIPUR”

Su Submitted in partial fulfillment for the award of two years full

time Master’s in Business Administration

(2021 - 2023)

Submitted By: Faculty Guide

RAHUL KUMAR SHARMA DR. ASHISH
ADHOLIYA

FACULTY OF MANAGEMENT
Pacific Academy of Higher Education and Research
Pacific Hills, Airport Road,
Pratapnagar Extension,
Udaipur 313003
 DECLARATION

I, hereby declare that the work embodied in my Live Research Program, entitled

THE STUDY OF CONSUMER PERCEPTION TOWARDS RELIANCE

SUPERMARKET IN UDAIPUR is my own bonafide work carried out by me

under the supervision of Dr. Ashish Adholiya. I have fulfilled all the requirement,

mandatory for the completion of the live research program.

Date:
Place: Udaipur Signature of Student
 ACKNOWLEDGEMENT

This Major Research Project was a very difficult task to be performed by a single person and I

can speak frankly that I alone would have not be able to complete this research project, there

are many persons behind me who motivated me, supported me and helped me in making my

research project.

First of all, I would like to express my gratitude to Prof. Mahima Birla, Faculty of

Management, Udaipur, who motivated me a lot in completion of this major research project.

I would like to express my gratitude to Dr. Ashish Adholiya Sir for helping us a lot in making

of our major research project; his advices were very useful at the time of the preparation of our

research project. He guided us a lot at every single stage of our project.

I appreciate the inspiration, support and guidance of all teachers, family and friends who have

been instrumental in making of this research project a success. This project consumed a huge

amount of work, research and dedication, but its implementation would not have been possible

if I did not have a support of many individuals.

Therefore, I would like to extend my sincere gratitude to all of them. First, I want to thank the

most important persons of this project, many individuals of Udaipur who have spared time for

giving their views for my research project. Their sincere attitude towards me & my project has

really helped me to know the critical aspects of consumer Perception towards Reliance

Supermarket. If they didn’t have shared their knowledge, this research would not be possible.
 PREFACE

The research has been done to study “THE STUDY OF CONSUMER

PERCEPTION TOWARDS Reliance SUPERMARKET IN UDAIPUR” The

main objective of the research is to find out the perception and satisfaction level of

consumers while buying Reliance Supermarket product.

A survey has been conducted and data has been collected from various individuals who

shops from Reliance Supermarket in Udaipur city with the help of a questionnaire and a

report has been prepared. In this survey individuals were interacted in order to find out

their view points about their perception and satisfaction level towards Reliance

Supermarket. The sample size taken was 100 in order to ascertain fair result.

I take this opportunity to present the project and hope that it will be satisfactory and

enhance the knowledge of readers.

 INDEX

Sr. No. Particular Page No.

1. Deceleration

2. Acknowledgement

3 Preface

4
Chapter-1

Introduction
History
5.
Chapter-2

Review Of Literature
6.
Chapter-3

Research Methodology
• Title of the study
• Objective of study
• Research design
• Duration of project
• Scope of the study
• Sample size
• Types of research
• Limitations of study

7.
Chapter-4

Data Analysis & Interperation

8.
Chapter-5

Finding, Suggestion & Conclusion

9. Bibliography

Questionnaire
 CHAPTER 1
INRODUCTION

Reliance Industries Limited is an Indian multinational conglomerate,

headquartered in Mumbai. It has diverse businesses
including energy, petrochemicals, natural gas, retail, telecommunications, mass
media, and textiles. Reliance is one of the most profitable companies in India, the
largest publicly traded company in India by market capitalization, and the largest
company in India as measured by revenue. It is also one of the largest employers
in India, with over 300,000 employees in the world.

The company is ranked 100th on the Fortune Global 500 list of the world's biggest
corporations as of 2022. Reliance continues to be India's largest exporter,
accounting for 7% of India's total merchandise exports and it has access to markets
in over 100 countries. Reliance is responsible for almost 5% of the Government of
India's total revenue from customs and excise duty. It is also the highest income
tax payer in the private sector in India. The company has relatively little free cash
flow and high corporate debt.

Reliance Retail is the retail initiative of Reliance Industries Limited and is central
to the group’s consumer facing businesses. Reliance Retail has been at the
forefront of bringing about Organized Retail revolution in India.

Reliance Retail’s operating model unleashes the aspirational energy of the new,
resurgent India. Reliance Retail’s guiding philosophy rests on the tenets of
enabling inclusion, growth and building sustainable societal value for millions of
Indians.
In a short period, it has forged strong and enduring bonds with millions of
consumers by providing them unlimited choice, outstanding value proposition,
superior quality and unmatched shopping experience across all its stores.

Reliance Retail’s growth over the years has triggered a large socio-economic
transformation on an extraordinary scale in India.

Reliance Retail has been ranked as the fastest growing retailer in the world. It is ranked
56th in the list of Top Global Retailers and is the only Indian Retailer to feature in the Top
100. It is the largest and the most profitable retailer in India with the widest reach.

Reliance Retail has nearly 200 million registered customers buying across all its formats.
It recorded more than 500 million footfalls across all its stores in FY22, a scale
unmatched by any other retailer in India. With over 120,000 transactions per hour,
Reliance Retail operates at a scale unparalleled in the Indian retail industry and continues
to enrich the quality of lives of millions of Indians every day.

Reliance Retail has adopted a multi-prong strategy and operates a wide array of store
formats which cater to planned shopping needs as well as daily or occasional needs of the
customers across major consumption baskets of Grocery, Consumer Electronics and
Fashion & Lifestyle.

In Grocery consumption basket, Reliance Retail operates Reliance Fresh Signature,

SMART, Smart Point, Freshpick, Shree Kannan Departmental and Jayasurya stores
focused on food, fresh produce, bakery, dairy products, home and personal care products,
as well as general merchandise items.

In Consumer Electronics consumption basket, Reliance Retail operates Reliance Digital

and MyJio Store formats offering a wide range of consumer electronics, home appliances,
computing and mobility products, latest gadgets and accessories. These stores are backed
by ResQ, a full-fledged service organisation and India’s only ISO 9001 certified
electronics service brand.
In Fashion and Lifestyle consumption basket, Reliance Retail operates a portfolio of
formats that serves customers across value, mid, premium and luxury segments. Reliance
Retail operates Trends, Trends Woman, Trends Man, Trends Footwear, Avantra by
Trends, Reliance Jewels, Hamleys formats and a portfolio of more than 50 marquee
international brands such as Armani, Burberry, Diesel, GAS, Marks & Spencer,
Superdry, Brooks Brothers, Steve Madden and more.

Reliance Retail has a strong presence in digital commerce channels through AJIO.com, a
curated fashion & lifestyle store bringing best of national and international brands to
customers doorsteps and Jiomart, India's largest hyperlocal retail solution that leverages
the wide network of Reliance Retail's grocery stores and well-established supply chain
infrastructure.

Reliance Retail reported a turnover of Rs. 1,99,704 crore for the financial year 2020-21.
As on 31st Mar 2022, Reliance Retail operates 15,196 stores across 7,000+ cities with a
retail area of over 41.6 million sft.

Reliance Retail Ventures Limited, a subsidiary of Reliance Industries Limited is the

holding company of Reliance Retail Limited which operates the retail business.

Reliance Retail started its journey in 2006 with the opening of its first Reliance Fresh
store. Today Reliance Retail operates over 2,700 grocery stores and sells over 200 metric
tonnes of Fruits and over 300 metric tonnes of Vegetables every day.

From fresh fruits & vegetables to dairy, cereals to spices, processed food & beverages to
home & personal care products, we have the entire gamut of your grocery needs covered.

Across our stores, we retain a strong customer centric approach to meet all your shopping
needs - be it routine or seasonal, well known brands or popular local products.

Reliance Retail’s sourcing ecosystem supports small producers and manufacturers

(SMB’s) to modernize their operations to produce high quality products more efficiently.
Further, its consumer centric business model has built strong bonds between
manufacturers and consumers by minimizing inefficiencies in the system and reducing
leakages.
History

Reliance Commercial Corporation was set up in 1958 by Dhirubhai Ambani as a

small venture firm trading commodities, especially spices and polyester yarn. In
1965, the partnership ended and Dhirubhai continued the polyester business of the
firm. In 1966, Reliance Textile Industries Pvt. Ltd. was incorporated
in Maharashtra. It established a synthetic fabrics mill in the same year
at Naroda in Gujarat.[16] On 8 May 1973, it became Reliance Industries Limited. In
1975, the company expanded its business into textiles, with "Vimal" becoming its
major brand in later years. The company held its Initial public offering (IPO) in
1977. The issue was over-subscribed by seven times. In 1979, a textiles company
Sidhpur Mills was amalgamated with the company. In 1980, the company
expanded its polyester yarn business by setting up a Polyester Filament Yarn Plant
in Patalganga, Raigad, Maharashtra with financial and technical collaboration
with E. I. du Pont de Nemours & Co., U.S.

In 1985, the name of the company was changed from Reliance Textiles Industries
Ltd. to Reliance Industries Ltd. During 1985 to 1992, the company expanded its
installed capacity for producing polyester yarn by over 145,000 tonnes per annum.

The Hazira petrochemical plant was commissioned in 1991–92.

In 1993, Reliance turned to the overseas capital markets for funds through a global
depository issue of Reliance Petroleum. In 1996, it became the first private sector
company in India to be rated by international credit rating agencies. S&P rated
Reliance "BB+, stable outlook, constrained by the sovereign
ceiling". Moody's rated "Baa3, Investment grade, constrained by the sovereign
ceiling".

In 1995/96, the company entered the telecom industry through a joint venture
with NYNEX, USA, and promoted Reliance Telecom Private Limited in India.
In 1998/99, RIL introduced packaged LPG in 15 kg cylinders under the brand
name Reliance Gas.

The years 1998–2000 saw the construction of the integrated petrochemical

complex at Jamnagar in Gujarat, the largest refinery in the world.

In 2001, Reliance Industries Ltd. and Reliance Petroleum Ltd. became India's two
largest companies in terms of all major financial parameters. In 2001–02, Reliance
Petroleum was merged with Reliance Industries.

In 2002, Reliance announced India's biggest gas discovery (at the Krishna
Godavari basin) in nearly three decades and one of the largest gas discoveries in
the world during 2002. The in-place volume of natural gas was more than 7 trillion
cubic feet, equivalent to about 120 crore (1.2 billion) barrels of crude oil. This was
the first-ever discovery by an Indian private sector company.

In 2002–03, RIL purchased a majority stake in Indian Petrochemicals Corporation

Ltd. (IPCL), India's second largest petrochemicals company, from the government
of India, RIL took over IPCL's Vadodara Plants and renamed it as Vadodara
Manufacturing Division (VMD). IPCL's Nagothane and Dahej
manufacturing complexes came under RIL when IPCL was merged with RIL in
2008.

In 2005 and 2006, the company reorganised its business by demerging its
investments in power generation and distribution, financial services and
telecommunication services into four separate entities.

In 2006, Reliance entered the organised retail market in India with the launch of its
retail store format under the brand name of 'Reliance Fresh'. By the end of 2008,
Reliance Retail had close to 600 stores across 57 cities in India.

In November 2009, Reliance Industries issued 1:1 bonus shares to its shareholders.
In 2010, Reliance entered the broadband services market with acquisition of
Infotel Broadband Services Limited, which was the only successful bidder for pan-
India fourth-generation (4G) spectrum auction held by the government of India.

In the same year, Reliance and BP announced a partnership in the oil and gas
business. BP took a 30 per cent stake in 23 oil and gas production sharing
contracts that Reliance operates in India, including the KG-D6 block for $7.2
billion.[35] Reliance also formed a 50:50 joint venture with BP for sourcing and
marketing of gas in India.

In 2017, RIL set up a joint venture with Russian Company Sibur for setting up
a Butyl rubber plant in Jamnagar, Gujarat, to be operational by 2018.

In August 2019, Reliance added Fynd primarily for its consumer businesses and
mobile phone services in the e-commerce space.

On the 18th of August 2021, Reliance Industries Limited (RIL) stated that it had
shut down its manufacturing units at Nagothane town in Maharashtra.

In December 2022, Reliance Industries Market cap stood at Rs.17,59,017.23 crore.

Shareholding

The number of shares of RIL are approx. 644.51 crore (6.44 billion). The promoter
group, the Ambani family, holds 49.11% of the total shares whereas the remaining
50.89% shares are held by public shareholders, including FII and corporate bodies.
[43]
Life Insurance Corporation of India is the largest non-promoter investor in the
company, with 7.98% shareholding.

In January 2012, the company announced a buyback program to buy a maximum

of 12 crore (120 million) shares for ₹10,400 crore (US$1.5 billion). By the end of
January 2013, the company had bought back 4.62 crore (46.2 million) shares
for ₹3,366 crore (US$420 million).
LISTING

The company's equity shares are listed on the National Stock Exchange of
India Limited (NSE) and the BSE Limited. The Global Depository
Receipts (GDRs) issued by the company are listed on London Stock Exchange. It
has issued approx. 5.6 crore (56 million) GDRs wherein each GDR is equivalent
to two equity shares of the company. Approximately 3.46% of its total shares are
listed on Luxembourg Stock Exchange.

Its debt securities are listed at the Wholesale Debt Market (WDM) Segment of the
National Stock Exchange of India Limited (NSE).

It has received domestic credit ratings of AAA from CRISIL (S&P subsidiary) and
Fitch. Moody's and S&P have provided investment grade ratings for international
debt of the company, as Baa2 positive outlook (local currency issuer rating) and
BBB+ outlook respectively. On 28 December 2017, RIL announced that it will be
acquiring the wireless assets of Anil Ambani-led Reliance Communications for
about ₹23,000 crores.

Operations

The company's petrochemical, refining, and oil and gas-related operations form
the core of its business; other divisions of the company include cloth, retail,
telecommunications, and special economic zone (SEZ) development. In 2012–13,
it earned 76% of its revenue from refining, 19% from petrochemicals, 2% from oil
& gas and 3% from other segments. As of 16 March 2023, the company had 234
subsidiary companies and 11 associate companies.

Subsidiaries
Jio Platforms

Jio Platforms Limited, essentially a technology company, is a majority-owned subsidiary

of RIL.It has a valuation of more than $100 billion on expert view as of October 2022.It
is the result of a corporate restructuring announced in October 2019, resulting in all the
digital initiatives and the telecommunication assets being housed under this new
subsidiary. This new subsidiary holds all the digital business assets including Reliance
Jio Infocomm Ltd, which in turn holds the Jio connectivity business - mobile, broadband
and enterprise, and also the other digital assets (JIO Apps, Tech backbone and
Investments in other tech entities like Haptic, Hathaway and Den Networks among
others). In April 2020, RIL announced a strategic investment of ₹43,574
crore (US$5.5 billion) by Facebook into Jio Platforms. This investment translated into a
9.99% equity stake, on a fully diluted basis. Further in May 2020, RIL sold roughly
1.15% stake in Jio Platforms for ₹5,656 crore (US$710 million) to the American private
equity investor, Silver Lake Partners. Intel became the 12th company to invest in
Reliance Jio platforms after it invested ₹1,894.50 crore ($250 million),the total
investments in Jio platforms is ₹117,588.45 crore so far. On 16 July
2020, Google announced that it will acquire a 7.7% stake in Jio Platforms for
₹33,737 crore. Mukesh Ambani has named his son, Mr.Akash Mukesh Ambani as

the chairperson of Jio in 2022.

Reliance Retail is the retail business wing of the Reliance Industries. In March
2013, it had 1466 stores in India. It is the largest retailer in India. Many brands
like Reliance Fresh, Reliance Footprint, Reliance Time Out, Reliance Digital,
Reliance Wellness, Reliance Trends, Reliance Autozone, Reliance Super, Reliance
Mart, Reliance iStore, Reliance Home Kitchens, Reliance Market (Cash n Carry)
and Reliance Jewel come under the Reliance Retail brand. Its annual revenue for
the financial year 2012–13 was ₹108 billion (US$1.4 billion) with an EBITDA
of ₹780 million (US$9.8 million).Its market value is more than $60 billion.
Mukesh Ambani stepped down from the position of chairperson of Reliance Retail
and handed over the job to his daughter Mrs. Isha Ambani Piramal. Mr. Ambani
announced it during the 45th Reliance AGM, in 2022. As per reports, this act is a
part of Ambani's leadership transition.
 CHATPER 2
Review of Literature

Customer Satisfaction is defined as the number of customers or percentage of total customers

whose reported experience with a firm, its product or services (rating) exceeds specified
satisfaction goals (Farris, Bendle, Pfeifer, & Reibstein,. Customer satisfaction is measured at
individual level, but it is almost always reported at an aggregate level. It can be, and often is,
measured along various dimensions (Farris, Bendle, Pfeifer,& Reib
Kursunluoglu published an article on ‘Customer Service Effects on
Customer Satisfaction and Customer Loyalty: Field Research in Shopping Centers in IzmirCity-
Turkey.’ The study analyzed the customer service effects on customer satisfaction
and customer loyalty. The sample size was 400 and random stratified sampling method was
used. The field survey was done by the technique of face to face and electronic mailinte view
methods. The research model was tested by hypotheses via regression analysis. The result
showed customer service was influential in creating customer satisfaction and loyalty, however
its effects on customer satisfaction and loyalty was not powerful. The author suggested to
improve customer service to improve customer satisfaction and customer loyalty since customer
service is one of the tools that creates customer satisfaction and customer loyalty.
Lu and Lukoma submitted report on ‘Customer Satisfaction towards Retailers’.
The aim of paper was to identify and describe factors of supermarket and
Hype market. The research paper also measured level of satisfaction of selected retailersand
comparatively analyzed those retailers for customer satisfaction. The research wasdescriptive
and based on cross-sectional. The research was quantitative with was calculatedusing Microsoft
excel tool. The data were collected through survey in three stores with 125respondents in total.
The sampling method used was non probability and customers wereselected through random
sampling.
The critical factors of customer satisfaction were found to be location, staff ,reliability, product
quality, and additional services. Among which location and staff were re corded as top critical
factors. Customers also cared about additional services like membership card, baby areas.
During comparative analysis of three relative stores, customers of ICA Nära and ICA were
highly satisfied than those of Coop Forum.
Sarkar carried a research on ‘Marketing Strategy and Customer Satisfaction of Big
Bazaar.’ The objective of research paper were to understand marketing strategy of
Big Bazaar to analyze how well company’s marketing strategies attract customers,
to understand how company convert customers into consumers. The sample of 200 were taken
through questionnaire and secondary data was collected from various newspapers, magazines,
and internet. The study was based on observation of marketing mix adopted by company. The
descriptive analysis was used in the study. The results for marketing strategies were that
discounts schemes and sales, various product line, entertainment units, kid zone, and after sale
service influenced consumer attraction. For the customer satisfaction the variety, quality, price,
location, advertisement, middle class appeal, and attractive sales were major factors found in the
study. The author suggested to improve quality of products available through more availability
of brands and decrease the long queue by use of sophisticated technology and well trained
employees. The study limits the proper relationship between variables and level of satisfaction.
Mohan published a research report on ‘To Identify the Factors Impacting Customer
Satisfaction in Food Retail Supermarkets.’ The objective of the research was to
study main factors impacting customer satisfaction in food retail supermarkets. There search
design consisted descriptive study involving a cross section study. The study was done in food
retail supermarket stores in Bangalore city. The convenience sampling was used with sample
size of 500 respondents. The primary data was collected through survey method using
structured questionnaire and secondary data was collected through magazines, journals, and
articles. The data analysis tools used were SPSS, and MS Excel. The factor analysis, regression
analysis, and ANOVA were used to analyze the data. The study captured the five main factors
(customer service, store environment, brand variety, convenient location, shopping
convenience) that impact customer satisfaction in food retail supermarkets which can help food
supermarket retailers formulate strategies and marketing activities to attract and retain
customers. The study suggested food retail supermarket stores to focus on factors identified in
the study for improvement of customer satisfaction and refinement of the approach to reach out
to the customers and retain them when they come to shop in their retail store.
The design of satisfactory shopping experiences remains one of the main challenges for
building long-term profitability in modern retailing. Therefore, companies are interested
in identifying the key drivers of the service execution that shape customer shopping
satisfaction. In this study, we developed a standardized questionnaire for evaluating the
shopping experience, and conducted a large study in several grocery stores across
different formats during a time span of five years. The resulting rich dataset enabled us to
uncover interesting patterns using both individual and store-level analyses. Our results
indicate that larger store formats are associated with greater satisfaction levels. When
looking at the marginal effects of the various elements of customer service, we found that
some specific elements of service execution present significant differences across store
formats. In addition, we identified loss aversion on shopping experience, since poor
performance impacts more on customer satisfaction than superior performance. Finally,
our store-level analysis sheds light on how changes in the service performance determine
changes in the shopping experience in the same store. These implied results may guide
store and chain managers to evaluate the role of the store execution elements better, and
to design the customer shopping experience successfully.
Kursunluoglu, E (2020), book on “Marketing Management” examine the drivers of

growth in the retailing industry, managerial, strategic and technological issues in

retailing and finally new horizons in retailing. He is explaining the strategic

decisions in retail: Location decision, target market selection, business model,

merchandise mix and positioning the retail store and explain comprehensively each
in details. The book highlights the types of retail stores: specialty stores, department

stores, supermarket, convenience stores, and discount stores.

Mohan, R (2021) a book on “Introduction to Marketing” focuses more on

classification of retailers an explain each retail classes in details. According to

Plamer retailers classified in to the following classes: Department store,

supermarkets, discount sheds or category killers, specialty shops, convenience

stores, cash and carry warehouses, market traders and finally online retailers.

Supermarket chains are often the first with new initiatives such as loyalty cards and

in store bakeries. Low price is based on large-scale efficiency are hard for smaller

independent stores to match.

Sarkar, S. D. (2022) A paper on “A Study on Organized Retail on Unorganized Retail

Outlets in Udaipur City”, He is trying to examine the growth and development of

organized retail industry, factors which influence consumers to prefer organized

retailing over unorganized retail outlets and vice-versa, impact of organized on the

unorganized retail in Udaipur city and identifying the problems of retail outlets and

to suggest the suitable remedies to overcome the existing problem. The study is

trying to explain the consumer behavior that purchase from organized and

unorganized retail shops and trying to know which age group, income group and so

on prefer once against others. Expelling the factors, the effect the consumers that

prefer the organized retail to unorganized and preferences of unorganized than

organized retailing in the market.

 CHAPTER 3
RESEARCH METHDOLOGY

3.1 Title of the study

Methodology the systematic, theoretical analysis of the methods applied to a
field of study. Thus, RESEARCH METHODOLOGY is a process used to
collect information and data for the purpose of making business decision. The
role of this is to carry the research work in scientific and valid manner. The
methodology may include Publication research, interview, survey and other
research techniques and could include both present and historical information.
Research procedure is of little value unless they are properly used. The proper
use of research will get the work done and should we learn by the researcher.
This chapter provides a discussion of the research methodology that was used in this
research. It focuses on the research objectives, research design, sampling design,
data collection methods, analysis techniques.

3.2 OBJECTIVES OF STUDY

To examine the perception of consumers about Reliance Supermarket.

1. To identify how Reliance supermarket provide consumer services to their consumers.

2. To examine the factors which influence the customer’s purchase decision while buying

from Reliance Supermarket.

3. To examine the problems that consumer faces while buying from Reliance

Supermarket.

4. To obtain a general feedback from consumers of Udaipur towards Reliance

Supermarket.
3.3 RESEARCH DESIGN

Research design is methods and procedures of collecting and analyzing the data existing in the

research. The designs of study defines the study type Descriptive, hypotheses, research

problem, a statistical analysis plan, data collection methods, dependent and independent

variables & experimental design. Research design is use to give the answer of research

questions.

The study is based on Exploratory Research Design that aims to discover consumer perception
towards Reliance Supermarket in Udaipur Region.

A questionnaire has been designed to know overall impact of Reliance Supermarket on

consumer buying behavior/preferences.

3.4 Duration of project: - The duration of the project was 2 months.

3.5 Scope of the study:- The scope of my study is Consumer Perception

Towards Reliance Supermarket in Udaipur.

3.6 Sample size:-

Sampling size is a vital idea in statistics and refers to the number of individual pieces of data
collected in a survey. A survey and statistics sample size is important in determining the
accuracy and reliability of a survey’s findings. The sample size should not be too large or too
small. Here for my study, the sample size is 100 customers.

3.7 Types of Researches

A .Primary Research - Primary research is research you conduct yourself (or hire
someone to do for you.) It involves going directly to a source – usually customers and
prospective customers in your target market – to ask questions and gather information.

B. Secondary Research - Secondary research is a type of research that has already been
compiled, gathered, organized and published by others. It includes reports and studies by
government agencies, trade associations or other businesses in your industry. For small
businesses with limited budgets, most research is typically secondary, because it can be
obtained faster and more affordably than primary research.
The study is based on secondary research which includes information that is gathered
from books and journals on Human Resources Management, data available in different
companies, websites, and other HRM websites.Data Collection Method:

Primary data: primary data was collected from the customers by using
the close-ended self-designed Questionnaire.
Secondary data: is gathered from the internet, journals, records, and reports.

Primary and secondary data fall within the scope of statistics and can be used
as part of a research method.
The collected data may assist a company in measuring, assessing and
discussing the results of data collection for whatever purposes the
information is required. This is where the differences between the two
become relevant as some companies need a direct approach and therefore uses
primary data sources whereas others need previously collected information -
that is, secondary data - which they can apply to their own situation.
Sometimes both methods are used in research as companies want to measure
their own responses and previously generated responses from which a
comparison can be made.

Analysis of data:-
For analysis of the data, Microsoft Excel was used on the personal computer.
Charts and diagrams were given to understand the specific and particular data.

3.8 Limitation of Study:

• The study is restricted to 100 sample sizes only.
• Primary data collection is time-consuming.
• The study is limited to a short period only.
• It was difficult to meet the respondents and gain information as
 they were busy with their work.

CHAPTER 4
DATA ANALYSIS & INTERPERATION
1) Gender N
Name –
Gender
Male 20

Female 30

Distribution
Table: 1 Gender of Respondents
Source: Primary data

From the overall analysis, it has been identified that from the total respondents 60% are female
and 40% are male.
 2) Marital status -
Married
Unmarried
Table: 2 Marital status of Respondents
Married 45

Unmarried 5

Source: Primary data

50
45
45

40

35

30

25

20

15

10
5
5

0
Married Unmarried

The above pie chart outlines that 90% of the respondents are married and the rest 10 % are
unmarried.
 Occupation Distribution

Table: 3 Occupation of Respondents

Occupation N %

Student 4 8%

Professional 6 12%

Business 2 4%

Housewife 28 56%

Employed (Pvt./ Govt.) 10 20%

Total 50 100.00%

Source: Primary data

Graph 3: Occupation of respondents
30
28

25

20

15

10
10

6
5 4
2

0
Student Professional Business Housewife Employed (Pvt./
Govt.)

Source: Table 4.3

This analysis represents the occupation of the respondents. Further it has been identified that
56% of the respondents are housewives, 20% are employed, 12% are professionals and rest are
students and business persons.

Qualification Distribution
 Table: 4 Qualification of Respondents
Qualification N %

Post graduate 5 10%

Graduate 2 4%

12th 14 28%

10th 22 44%

Below 10th 7 14%

Total 50 100.00%

Source: Primary data

Graph : 4 Qualification of Respondents

25
22

20

15 14

10
7
5
5
2

0
Post graduate Graduate 12th 10th Below 10th

Source: Table 4.4

This section outlines the educational qualification of the respondents. Thus, it has been
assessed that 44% of respondents are has studied till 10 th class, 28% are 12th and 14% are of the
below 1th category. Moreover, the graduates and postgraduates are 2 % and 5% respectively.

Monthly income –

Table: 5 Income Calculation

 Income N %

> 1 lakh 4 8%

50K – 1 lakh 7 14%

10 K – 50 K 35 70%

Less than 10 K 4 8%

Total 50 100.00%

Source: Primary data

Graph 5 : Monthly income of Respondent

40

35
35

30

25

20

15

10
7
5 4 4

0
> 1 lakh 50K - 1 lakh 10 K - 50 K Less than 10 K

Source: Table 4.5

It has been identified that the monthly income of 70% of the respondents is between10 k to 50
k and 14% of the respondents have income between 5o k to 1 lakhs.

Shopping Preferences
 Table: 6 Shopping Preferences of Respondents
Shopping N %
Preference
Big bazaar 20 40%

Supermarket 15 30%

Local kirana store 12 24%

Online 3 6%

Total 50 100.00%

Source: Primary data

Graph : 6 Shopping Preferences of Respondents

25

20
20

15
15
12

10

5
3

0
Big bazaar Supermarket Local kirana store Online

Source : Table 4.6

After the analysis, it can be said that 40% of the respondents prefers to do shopping from big
bazaar, 30% from supermarket and 24% from local kirana stores.

Grocery ( food and nonfood)

 Table: 7 Grocery Preferences of Respondents
Time period N %

Everyday 5 10%

Once in a month 36 72%

Once in a week 8 16%

Other 1 2%

Total 50 100.00%

Source: Primary data

Graph 7 : Grocery Preferences of Respondents

40
36
35

30

25

20

15

10 8
5
5
1
0
Everyday Once in a month Once in a week Other

Source : Table 4.7

The analysis shows that 72% respondents prefer to shop once in a month and 16% respondents
once in a week. Rest 12% respondents prefers to shop every day or whenever they get time.

Are you satisfied from your current place of shopping?

Table: 8 Satisfactions of Respondents

Responses of Respondent N %

Yes 39 78%

No 11 22%

Total 50 100%

Source: Primary data

Graph 8: Satisfaction of Respondent

45

40 39

35

30

25

20

15
11
10

0
1 2

Source : Table 4.8

The research signifies that 78% respondents are satisfied from their current place of shopping
and remaining are dissatisfied.

What makes you buy your daily shopping from your designated shop?

Table: 9 Willingness and Ability of customer

 Responses of Respondent N %

Convenience 30 60%

Price 20 40%

Others 0 0%

Total 50 100%

Source: Primary data

Graph 9 Willingness and Ability of customer

35

30
30

25

20
20

15

10

0
0
Convenience Price Others

Source Table 4.9

Convenience is the factor which matters to 60% of respondents and remaining 40% are focused
towards price factor.

What is the maximum distance you are prepared to travel to your preferred
store?
 Table: 10 Travelling for Preferred Stores

Responses of Respondent N %

Less than a kilometer 5 10%

1-2 km 37 74%

2-4 km 8 16%

>4 km 0 0

Total 50 100.00%

Source: Primary data

Graph 10: Travelling for Preferred Stores

40
37
35

30

25

20

15

10 8
5
5

0
0
1 2 3 4

Source: Table 4.10

According to its 74% customers are ready to travel 1-2 km for their daily grocery requirement
while 26% says that they can travel more than 2km for their preferred store.
 Do you use Reliance products?

Table: 11 Survey for Reliance product

Responses of Respondent N %

Yes 35 70%

No 15 30%

Total 50 100%

Source: Primary data

Graph 11: Survey for Reliance product

40

35
35

30

25

20

15
15

10

0
Yes No

Source: Table 4.11

In the Survey it is found that 70% people of Udaipur has used Reliance Product at least once in
their life while 30% people didn’t use Reliance Product.
 Do you think that Reliance products needs improvement?
Table: 12 Improvement of Product

Responses of Respondents N %

Yes 3 6%

No 47 94%

Total 50 100.00%

Source: Primary data

Graph 12: Improvement of Product

50
47
45

40

35

30

25

20

15

10

5 3

0
1 2

Source : Table 4. 12

94% people thinks that Reliance products doesn’t need any kind of improvement while 6%
people think that it need improvement.
 Reliance super market has well-spaced merchandise

Table 13 Well Merchandise of Reliance Supermarket

Responses of respondents Number %

Strongly disagree 3 6%
Disagree 2 4%
Neutral 9 18%
Agree 17 34%
Strongly agree 19 38%
Total 50 100%
Source: Primary Data

Graph 13 Well merchandise of Reliance Supermarket

20 19
18 17
16

14

12

10 9
8

4 3
2
2

0
1 2 3 4 5

Source: Table 4.13

The above data depicts that 4% of respondents disagree for well merchandise of Reliance
supermarket, while 34% of respondents disagree for the well merchandise of supermarket and
18% are neutral for the above statement.
 Reliance super market provides low quality products.

Table 14: Analysis of Low Quality Products

Responses of respondents Number %

Strongly disagree 6 12%
Disagree 5 10%
Neutral 7 14%
Agree 16 32%
Strongly agree 16 32%
Total 50 100%
Source: Primary Data

Graph 14 Analyses of Low Quality Products

18

16 16
16

14

12

10

8
7
6
6
5
4

0
1 2 3 4 5

Source: Table 4.14

The above data shows that 10% of respondents are disagree about Reliance
providing low quality products, 32% of respondents are agree about
Reliance providing low quality products while 14% are neutral about the
statement.

Reliance super market has unorganized layout.

Table 15: Unorganized Layout of Reliance Super Market
Responses of respondents Number %
Strongly disagree 4 8%
Disagree 7 14%
Neutral 7 14%
Agree 10 20%
Strongly agree 22 44%
Total 50 100%
Source: Primary Data

Graph 15 Unorganized Layout of Reliance Super Market

 25

22

20

15

10
10

7 7

5 4

0
1 2 3 4 5

Source: Table 4.15

The above data shows that 8% of respondents strongly disagree about

Unorganized Layout of Reliance Super Market, 20% of respondents
strongly agree about Unorganized Layout of Reliance Super Market while
14% are neutral about the statement.

Reliance supermarket provides high price products

Table 16: High Price Product of Reliance Supermarket

Responses of respondents Number %
Strongly disagree 4 8%
Disagree 3 6%
Neutral 10 20%
Agree 14 28%
Strongly agree 19 38%
Total 50 100%
Source: Primary Data

Graph 16 High Price Product of Reliance Supermarket

20 19
18

16
14
14

12
10
10

6
4
4 3
2

0
1 2 3 4 5

Source: Table 4.16

The above data shows that 8% of respondents strongly disagree about

Reliance supermarket provides high price products, 38% strongly agree
about Reliance supermarket provides high price products while 20% are
neutral about the statement.

Reliance supermarket provides good sales on products.

 Table 17: Good Sales of Reliance Supermarket
Responses of respondents Number %
Strongly disagree 5 10%
Disagree 3 6%
Neutral 13 26%
Agree 15 30%
Strongly agree 14 28%
Total 50 100%
Source: Primary Data

Graph 17 Good Sales of Reliance Supermarket

16
15
14
14
13

12

10

6
5

4
3

0
1 2 3 4 5

Source: Table 4.17

The above data shows that 6% of respondents disagree about good sales of
Reliance market, 30% agree about good sales of Reliance market while 26%
are neutral about the statement.
 Reliance supermarket is at convenient location.

Table 18: Convenient Location of Reliance Supermarket

Responses of respondents Number %
Strongly disagree 5 10%
Disagree 2 4%
Neutral 12 24%
Agree 15 30%
Strongly agree 16 32%
Total 50 100%
Source: Primary Data

Graph 18 Convenient Location of Reliance Supermarket

18

16
16
15
14

12
12

10

6
5
4

2
2

0
1 2 3 4 5

Source: Table 4.18

The above data shows that 4% of respondents disagree about convenient
location of Reliance Supermarket, 30% agree convenient location of
Reliance Supermarket while 24% are neutral about the statement.

Reliance supermarket is an unattractive store.

Table 19: Unattractive Store of Reliance Supermarket

Responses of respondents Number %
Strongly disagree 3 6%
Disagree 5 10%
Neutral 10 20%
Agree 14 28%
Strongly agree 18 36%
Total 50 100%
Source: Primary Data

Graph 19 Unattractive Store of Reliance Supermarket

 20
18
18

16
14
14

12
10
10

6 5
4 3
2

0
1 2 3 4 5

Source: Table 4.19

The above data shows that 10% of respondents disagree about Unattractive
Store of Reliance Supermarket, 28% of respondents agree about
unattractive Store of Reliance Supermarket while 20% of respondents are
neutral about the statement.

Salesman at reliance supermarket is helpful

Table 20: Helpful Salesman at Reliance Supermarket

Responses of respondents Number %
Strongly disagree 6 12%
Disagree 7 14%
Neutral 15 30%
Agree 14 28%
Strongly agree 8 16%
Total 50 100%
Source: Primary Data

Graph 20 Helpful Salesman at Reliance Supermarket

16
15
14
14

12

10

8
8
7
6
6

0
1 2 3 4 5

Source: Table 4.20

The above data shows that 14% of respondents disagree about Helpful
Salesman at Reliance Supermarket, 28% of respondents agree about Helpful
Salesman at Reliance Supermarket while 30% of respondents are neutral
about the statement.
 It's hard to return purchases at reliance supermarket.

Table 21: Hard To Return Purchases at Reliance Supermarket

Responses of respondents Number %
Strongly disagree 3 6%
Disagree 4 8%
Neutral 12 24%
Agree 21 42%
Strongly agree 10 20%
Total 50 100%
Source: Primary Data

Graph 21 Hard To Return Purchases at Reliance Supermarket

25

21
20

15

12
10
10

5 4
3

0
1 2 3 4 5

Source: Table 4.21

The above data shows that 8% of respondents disagree about Hard To

Return Purchases at Reliance Supermarket, 42% of respondents agree
about Hard To Return Purchases at Reliance Supermarket while 24% of
respondents are neutral about the statement.
 Reliance supermarket is a messy store.
Table 22: Reliance supermarket is a messy store.
Responses of respondents Number %
Strongly disagree 3 6%
Disagree 3 6%
Neutral 12 24%
Agree 17 34%
Strongly agree 15 30%
Total 50 100%
Source: Primary Data

Graph 22 Reliance supermarket is a messy store.

18
17
16
15
14

12
12

10

4
3 3
2

0
1 2 3 4 5

Source: Table 4.22

The above data shows that 6% of respondents disagree about Reliance
supermarket is a messy store, 34% of respondents agree about Reliance
supermarket is a messy store while 24% of respondents are neutral
about the statement.

CHAPTER 5
FINDING, SUGGESTION AND CONCLUSION

5.1 FINDINGS
 Research shows that 70% consumers used Reliance products once in a while or on

regular basis.

 Research have shown 40% consumers shop from big bazar

 Research shows that most of the consumers are satisfied with quality of services,

attraction of promotion, visibility of promotion on, information regarding promotion,

and in store shopping environment of Reliance Supermarket. Few respondents are

neither satisfied nor dissatisfied, and very few respondents are dissatisfied with the

quality of service and information regarding promotion.

 Research concludes that most of the respondent thinks that Reliance Supermarket has

good brand image.

 Research shows we can see that most of the respondent agrees the Reliance

Supermarket product is chemical free. A lot of respondent has neutral about opinion

chemical free product.

 Research shows that Reliance Supermarket product have natural ingredient , and

approx half of the respondent are neutral about the ingredient and very less thinks that

Reliance Supermarket don’t have natural ingredient .

 Research shows that most of the people agree that Reliance Supermarket has an

appealing packaging of its own products. While a large no. of people has neutral

opinion about it.

 Research shows that a majority of people agrees that Reliance Supermarket provide at

fair price, while a large no. of people has neutral opinion about it and very less no. of

people disagree.

 Research shows that majority of people agree that Reliance Supermarket provides high

quality products compared to others, while fewer has a neutral opinion about it and

minimum no. of people disagree.

 Research shows that a majority of people agrees that Reliance Supermarket product has

a wide range of product, while the rest have neutral opinion about it.

 Research shows that most of the consumer doesn’t feel any problem while using

Reliance Supermarket product. Only 12% of consumers faces problem while using the

Reliance Supermarket product.

 Normally for billing it takes 2-5 minutes and some time it is more fast and most

consumer are satisfy with the time taken for the billing.
 Research shows that major product of Reliance Supermarket is Namkeen 65%, Parathas

11%, Wafers 10%, Tea 7%, Sweets 2% respectively and 5% other product.

 Most of the respondent make purchase 1-2 time a month, 38% of the respondent make

purchase less than once a month, 6% of the respondent make their purchase 3-5 times a

month, 5% of the respondent make their purchase 6-8 times a month and only 3% of the

respondent make their purchase more than 8 times a month.

 5.2 SUGGESTIONS

1. As my research shows that at Reliance Supermarket retail offices they haven’t appoint
any retail managers so they must do something to deal with situation.

2. According to secondary data of my research it shows that Reliance Supermarket

doesn’t spend much on its promotion and advertising of its products.

3. As my research shows that they must do something to improve their sales efficiency
and effectiveness.

4. They must improve their quality in other product also like their stationary items,
wafers, sweet, and Reliance tea because these are the least preferred products of
Reliance Supermarket.

5. They must improve their customer relationship services

6. They must improve their quality of some product as many people are saying that
environment friendly

7. They should provide proper parking facilities to the consumers to satisfy them in this
part. Udaipur there are a few organized retail shops and super market but there are a

large number of unorganized retail shops that are working in cities and as well as in

rural areas and villages. In the rural areas and villages there is no supermarket and there

will be just unorganized retail shops that can’t not satisfy all the needs and wants of the

consumers and sometimes consumers come to the cities for purchasing their needs and

wants. As mentioned earlier organized retailers are playing a role just in urban areas

specially in the cities and we will see there is a big market for growing of the organized

retailers in rural areas and some next years there will be large number of the
competitors in the market and the current competitors will expand their market share in

the outlets.

5.3 CONCLUSION

The main purpose of this research is to examine consumer perception towards Reliance

Supermarket and its clear form this research that most of the consumer have positive

perception towards Reliance Supermarket. The consumer services and product which

are offered by Reliance Supermarket are very satisfactory for consumers. The result

also shows that on some aspect company can work on in the future in order to improve

the consumer perception even more.

In addition, to this research objective, consumer attitude towards various products

offered by Reliance Supermarket is also measured and it is observed that consumer is

satisfied with products offered by Reliance Supermarket.

Namkeen segment of Reliance Supermarket is very famous among its consumer. They

must also include some more local products which may be liked by locals. Currently

there is only one store of Reliance Supermarket in Udaipur and it is getting famous

among locals of Udaipur, so Reliance Supermarket must try to expand their chain and

open more stores in Udaipur.

 BIBLIOGRAPHY

Sarkar, S. D. (2014).
Marketing Strategy and Customer Satisfaction of Big Bazzar in thesubject Strategic
Management.
SV
KM’S Narsee Monjee College of Commerce
and Economics.

Mohan, R. (2013). To Identity the Factors Impacting Customer Satisfaction in Food Retail
Supermarket.
International Journal of Research and Development - A Management Review, 2

Kursunluoglu, E. (2011). Customer Service Effects on Customer Satisfaction and Customer Loyalty.
International Journal of Business and Social Science, 2

Questionnaire

1. Gender

o Male
o Female

2. Marital status
o Married
o Single
o Other

3. Family size

o 1-2 Person
 o 2-4 Person
o More than 4 person

4. What is your occupation?

o Student
o Professional
o Employed
o Business
o Housewife

5. Highest Qualification

o Post graduate
o Graduate
o 12 pass
o 10 pass
o Below 10

6. Monthly Income

o >1 lakh
o 50K to 1 Lakh
o 10K to 50K
o Less than 10K

7. Where do you prefer to do your grocery shopping?

o Big Bazar
o Supermarket like – Upkar, Reliance
o Local Kirana Store
o Other

8. How often do you shop for grocery ?

o Everyday
o Once in a week
o Once in a month
o Other

9. Are you satisfied from your current place of shopping?

o Yes
o No

10. What makes you buy your daily shopping from your designated shop?

o Convenience
o Price
o Others

11. What is the maximum distance you are prepared to travel to your preferred store?

o less than a kilometer

o 1-2 km
o 2-4 km
o > 4 km

12. Do you use Reliance products?

o Yes
o No

13. Do you think that Reliance products needs improvement?

o Yes
o No
14. Please read below statement and tick on appropriate option:
Sr. Statement Strongly Disagree Neutral Agree Strongly
No. Disagree Agree
1 Reliance super market has well
spaced merchandise
2 Reliance super market provides
low quality products.
3 Reliance super market has
unorganized layout.
4 Reliance supermarket provides
high price products
5 Reliance supermarket provides
good sales on products.
6 Reliance supermarket is at
convenient location.
7 Reliance supermarket is an
unattractive store.
8 Salesman at reliance
supermarket are helpful.
9 It's hard to return purchases at
reliance supermarket.
10 Reliance supermarket is a messy
store.