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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
Segmentation of the Customers
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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.
Segmentation of the Customers
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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
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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
Segmentation of the Customers
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