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SUMMER INTERNSHIP PROJECT AT:

Reliance Retail Hypermarket (JAMNAGAR)

RESEARCH ON :SEGMENTATION OF THE CUSTOMERS AT

RELIANCE SUPER (JAMNAGAR)

PRESENTED BY:SANGTANI PRIYA

JVIMS- JAMNAGARSegmentation of the Customers


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Segmentation of the Customers


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RELIANCE SUPERfalls under the Retail sector of Reliance Industries ltd.

Reliance Hyper mart was set-up in Jamnagar on 9 th of july-2008.

The premises of the store cover the land of 17,000 square feet.

It serves the customers with 20,000 SKUS.

It was inaugurated by the first customer by lightening the lamp.

It has its distant office in Ahmedabad and main office in Mumbai.


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TARGET MARKET : The target Market is the employees of Essar, Defense,Foreigners visiting the city & Residents of Jamnagar city.

POSITIONING STRATEGY: Aapki Khushi Hamari Khushi

PRODUCT PORTFOLIO: Apparels, CDIT, Home-ware, Lifestyle, FMCG,N-FMCG, Footwear, luggage

CHANNEL OF DISTRIBUTION :Reliance Super (opp. Ayurvedic uni.)

PRICING POLICY :Loss leader policy, Bundling policy, Discount offers.

PROMOTION STRATEGY : N ewspapers, leaflets, POPs Segmentation of the Customers


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There are 38 employees employed in the organization The work of staff maintenance is outsourced to strategic

manpower solution.

DIVISION OF STAFF:House keeping

Security [SLM]Renters

Electrician repairerCustomer care

Personnel Policy:

Recruitment & SelectionTraining and development

Performance appraisalIndustrial relations



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PROCUREMENT STRATEGY:

Through distribution centre from Ahmedabad

TQM:Use of FEFO method. Implication of loss leader strategy, Markdown of prices

SUPPLY CHAIN MANAGEMENT:Vehicle & loading

GRN Report [Goods Received Note]Macro & Micro CheckingStacking



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Ajay Kumar at Bangalore (IIFM) did a Research project on operation managementin retail sector

A study conducted by Loudon and Britta (1993), better Interior design actually

helps to elevate the image of the mall & impart a sense of excitement among theminds of the consumers

According to Kaufmann (1996), consumers are getting more and more inclinedtowards a one stop destination for their complete shopping desire

Preeta Vyas from IIM-Ahmedabad found that Price off offers with immediateincentive on a national brand & awareness through point of purchase andawareness was created through word of mouth.



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PRIMARY OBJECTIVE:

To know the different segments of the customers visiting the store.

SECONDARY OBJECTIVE:

Identification of the demographic profile of the customers

To find the socio-demographic profile of the customers

To Know the geographic profile of the customers

To understand the taste and preference of the customers visiting the storeSegmentation of the Customers


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As an individual: I can get the insight of the retail industry andcan apply this knowledge to get the better understanding of themarket.

To company: It can know the taste and preferences of itscustomers and find an opportunity to capture new customersand retain and satisfy the existing customers.

To the Society: People can have better idea of the availableproducts and the scope of the retail market which is thegrowing industry in the current scenario



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RESEARCH DESIGN:Exploratory research

Sampling Technique: Convenient sampling

Location : Reliance Super-Jamnagar

Sample Size : 100 samples

Other Tools : SWOT Analysis



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Gender-Ratio of the customers visitingthe store

0

10

20

30

40

50

60

70

80

Male Female

Number of Male & Female

27

73



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Age-Group of the customers visitingthe store

below 25

26-35

35-45

45 & above45

32

617



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Occupation of the Respondents

0 5 10 15 20 25 30 35

self-employed

businessmen

Student

House-Wife

Government Job

Private Job

19

12

32

3

7

27



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Educational Qualification of theRespondents

15

17

44

19

5

0 10 20 30 40 50

SSC

HSC

Graduate

Post graduate

Others



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Income of the Respondents

0

5

10

15

20

25

30

35

Below 5000 5001-10000 10001-20000 20001-50000 50001 & above Others

3

25

35

25

4

8



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Data analysis

The major reason why people buy fromReliance super is its discount offers Proximity is the factor that affects the least to

respondents who do not visit the store daily Female gender is less brand oriented in

comparison of male

Multi-brands affect the buying decision of therespondents.



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Data analysis

40 respondents out of the 100 visit the stores oncein a week.

The respondents with nuclear family were more. 79respondents had only 4 or below 4 members in thefamily.

The respondents prefer to make maximumpurchases during the time of festivals.

Respondents owning only the two-wheeler weremore in comparison to 4 wheeler owners or both.



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0

5

10

15

20

25

30

Brand name Price Approximity to the mall Product availability Quality

12

24

14

24

26

Segmentation of the customers


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0

10

20

30

40

50

60

70

80

90

crockery grocery apparels domestic items electronics gift articles others

12

78

7

37

15 1723



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Frequency of visiting the Store

0

5

10

15

20

25

30

35

40

45

Once in week Frequently Daily Rarely Others

40

24

6

25

5



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0

10

20

30

40

50

60

friends relatives colleagues spouse others

14

55

2

27

2



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0

10

20

30

40

50

60

less than 1 hour 1-2 hours 2-4 hours more than 4 hours

30

49

12 9



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0

5

10

15

20

25

30

35

40

45

50

Own house Tenament Bungalow Apartment

43

129

36



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Core Competency: Wide Range of Products People who visit the store daily spend less time in

the store Proximity of the store affects the respondents who

visit daily Few Respondents are dissatisfied with the customer

services and few are dissatisfied with the quality of the consumable goods

Respondents believe that the prices of the productsare moderate.



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This exploratory research is done focusing on Jamnagar regiononly

small sample and random sampling method.

Inexperience in the research field

At the time of fill up questionnaire may be, they may not give orhave accurate answer.

Biasness in response by the respondents



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Focus upon the quality of F&V

Display the hoarding in the store so that it becomes easy for thecustomers to find the product

Proper display of discount schemes

One Stop Shop- Increase the product line

Increase customer Services.

Increase in merchandise for fair gender & apply discount schemes onthem



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The stores overall performance is good.

Improve the quality of available products.

A high level of service is important for customer retention

Sufficient incentive

Emphasis on marketing activities

Customer retention & satisfactionSegmentation of the Customers


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BOOKS

Pradhan Swapna, Retailing Management, Tata Mc -Graw Hill Publishing Company Ltd.,New Delhi, 2 nd Edition,2007.

Kotler Philip, Marketing Management, Pearson Education (Singapore) Pte. New Delhi,12 th Edition, 2006,

WEBSITES

http://www.indiainbusiness.nic.in/india-profile/ser-retail.html

http://indiaonestop.com/retailing.html

http://www.indiainbusiness.nic.in/india-profile/ser-retail.htmlhttp://indiaonestop.com/retailing.htmlhttp://indiaonestop.com/retailing.htmlhttp://www.indiainbusiness.nic.in/india-profile/ser-retail.htmlhttp://www.indiainbusiness.nic.in/india-profile/ser-retail.htmlhttp://www.indiainbusiness.nic.in/india-profile/ser-retail.htmlhttp://www.indiainbusiness.nic.in/india-profile/ser-retail.htmlhttp://www.indiainbusiness.nic.in/india-profile/ser-retail.html


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