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Reliance mart is the convenient store format which forms part of the retail business of Reliance Industry which is headed by Mr. Mukesh Ambani. The company already has in excess of 9 Reliance Mart across the country These stores shell Fresh fruits and Vegetables, Staples, Grocery, Dairy Product, Electronic Product, Clothing Product, Home care & Personnel care products, etc Through Reliance One, RRLs loyalty membership program, RRL enjoys the patronage of over 6.75 million customers. RRL currently has more than 1000 retail stores across all formats. Marks and Spencer & Reliance Retail plans 15 stores by
Promotion is a short term activity designed to provide benefits to customers in order to increase sale. Reliance Mart runs various promotional schemes like Hot Offer, Save, Buy 1 Get 1 Free, Buy 1 Get 2 Free, Buy 2 Get 1 Free, Star of the Week.
1).Types of research design: exploratory and conclusive 2).Exploratory research: secondary data, computerized data and internet. 3).Conclusive research: single cross sectional (I have taken sample of customers of Reliance Mart). 4).Descriptive Research: Survey method 5).Survey method: Personal interview 6).Survey Instrument: Questionnaire Target Population Definition 1). Target population: All Customers of Reliance Mart. 2). Element: A Customer of Reliance Mart. 3). Sampling Unit: All Customer of Reliance Mart. 4). Sampling Frame: All Customers of Reliance Mart 5). Area: Ahmadabad. Sampling Method: 1).Scaling Technique: Likert Scale 2).Software for Data analysis: SPSS 3).Sampling method: Convenience Probability Sampling Method. 4).Sample size: 225
Primary Objective To study the effectiveness of promotional schemes in Reliance Mart Secondary Objective To study the most preferred mode of communication of promotional offers at Reliance Mart To study the awareness level among customers with respect to offers of Reliance Mart To assess the attractiveness of the offers for customers at Reliance Mart
H1- There is no relationship between demographic Variables and product categories preferred for promotional offers by customers at Reliance Mart H2- There is no relationship between frequency of visit and Items purchased at Reliance Mart H3- There is no relationship between Demographic Variable and promotional Schemes H4- There is no relationship between demographic variables and respondents views on promotional offers
(1) H1- There is no relationship between demographic Variables and product categories preferred for promotional offers by customers at Reliance Mart
(a) Age and promotional offers
ANOVA promotional offers Sum of Squares Between Groups 12.071 df 3 Mean Square 4.024 F 7.209 Sig. .000
Within Groups
Total
123.343
135.414
221
224
.558
ANOVA
promtionl offers Sum of Squares Between Groups Within Groups Total 3.618 131.796 135.414 df 3 221 224 Mean Square 1.206 .596 F 2.022 Sig. .112
promtionl offers
154 71
5.57 5.55
Independent Samples Test Levene's Test for Equality of Variances F Sig. t df t-test for Equality of Means
.057 .812
.117
223 137.04 6
.907
.013
.112
.118
.907
.013
.111
-.207
.234
(2) H2- There is no relationship between frequency of visit and Items purchased at Reliance Mart
ANOVA
4 220 224
3.836 .665
5.766
.000
(3) H3- There is no relationship between Demographic Variable and promotional Schemes
(a) Age and Promotional Schemes
ANOVA Schemes Sum of Squares df Mean Square F Sig.
.482 12.927
5 219
.096 .059
1.634
.152
Total
13.409
224
Schemes
Male Female
154 71
2.50 2.53
.235 .266
.019 .032
Independent Samples Test Levene's t-test for Equality of Means Test for Equality of Variances F Sig. t df Sig. (2Mean Std. Error 95% tailed) Differenc Differenc Confidence e e Interval of the Difference Lower Upper
Schemes
2.947
.087 -.946
223
.345
-.033
.035
-.102
.036
-.903
122.1 78
.368
-.033
.037
-.106
.040
(4) H4- There is no relationship between demographic variables and respondents views on promotional offers
df
Mean Square
Sig.
4.101 61.106
3 221
1.367 .276
4.945
.002
Total
65.207
224
Between Groups
Within Groups Total
9.031
56.176 65.207
3
221 224
3.010
.254
11.843
.000
ANOVA Respondent views on promotion offers Sum of df Squares Between Groups Within Groups Total .777 64.430 65.207 3 221 224
Mean Square
Sig.
.259 .292
.888
.448
154 71
3.62 3.69
Independent Samples Test Levene's Test for Equality of Variances F Sig. t df t-test for Equality of Means
Sig. (2tailed)
.035
.853
.859
223
.392
-.066
.077
135.354 .856
.393
-.066
.078
-.220
.087
SEGMENT
33.7%
FMCG-NON FOOD Baby special Mango festival Back to school Baby special LIFESTYLE
36.5%
-10.1%
Mango special Budhbar special (food & nonfood fmcg) TOTAL COMPARISON GROWTH RATE 23.6%
Majority of the customers surveyed were aware of the Promotional offers at Reliance Mart
Newspaper and leaflets are the most effective mode for communication
Most of the customers visit Reliance Mart once in a Month for shopping Customers expect more promotional offers in clothing, food category Customers purchase mostly food product in Reliance Mart Combo offers and Reliance One Card attract customers to purchase products from Reliance Mart Price of products at Reliance Mart is higher than the D Mart, but lower
From the study it was found that most of the customers are availed offers running in reliance mart during their visits. Combo offer schemes is more attract customers comparing the other schemes. Coupons never attract customers to purchase products from Reliance Mart.
I found that product quality and product range are good in Reliance Mart comparing to D mart, Big Bazaar and Star Bazaar. Ambience is good in Reliance Mart that customers are attracting to come again and again for shopping. I found that customers are neutral and disagree that they are understand promotional offers in Reliance Mart.
Overall customers are positive about promotional offers and they visit again in the store for shopping.
18.67% of the surveyed customers were not aware of promotional offers, so the Company should ensure that maximum customers know about promotional offers visiting Reliance Mart and there should make aware of offers to general public. The duration of the discount offers and combo offers must be increased, so that more number of customers can avail the benefit. Most of the customers prefer Clothing (85%), Food (92%) and Groceries (87%), the Company has to attract the customers towards and electronic items and Bakery products. Promotion schemes should be clearly communicated to customers so that they can understand it easily.