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PREPERED BY SAVAN BHATT MBA-RM-II ROLL NO-03

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

The Indian retail market is currently estimated at around $450 billion.


As per the India Retail Report for the fourth-quarter of 2011, total retail sales will grow to US$ 804.06 billion by 2015 The sector is the second largest employer after agriculture, employing more than 35 million people with wholesale trade generating an additional employment to an additional 5.5 million people The Indian retail market has witnessed consistent growth over the last few years, maintaining its share of around 15% of the GDP at current prices

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

(b) Education and Promotional offers


ANOVA promotional offers Sum of Squares Between Groups Within Groups Total .178 135.235 135.414 df 3 221 224 Mean Square .059 .612 F .097 Sig. .962

(C) Occupation and Promotional offers


ANOVA promotional offers Sum of Squares Between Groups Within Groups Total 12.071 123.343 135.414 df 3 221 224 Mean Square 4.024 .558 F 7.209 Sig. .000

(d) Income and Promotional offers

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

(e) Gender and Promotional offers


Group Statistics Gender of Respondent Male Female N Mean Std. Deviation .781 .776 Std. Error Mean .063 .092

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

Sig. Mean Std. (2Differe Error tailed) nce Differe nce

95% Confidence Interval of the Difference Lower Upper -.207 .233

Equal variances assumed promotional offers Equal variances not assumed

.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

Item Purchased Sum of Squares df Mean Square F Sig.

Between Groups Within Groups Total

15.346 146.383 161.729

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.

Between Groups Within Groups

.482 12.927

5 219

.096 .059

1.634

.152

Total

13.409

224

(b) Education and Promotional Schemes


ANOVA Schemes Sum of Squares Between Groups Within Groups Total .284 13.125 13.409 df 3 221 224 Mean Square .095 .059 F 1.596 Sig. .191

(c) Occupation and Promotional Schemes


ANOVA Schemes Sum of Squares Between Groups Within Groups Total .455 12.954 13.409 df 3 221 224 Mean Square .152 .059 F 2.586 Sig. .054

(d) Income and Promotional Schemes


ANOVA Schemes Q8 Sum of Squares Between Groups Within Groups Total .264 13.145 13.409 df 3 221 224 Mean Square .088 .059 F 1.478 Sig. .221

(e) Gender and Promotional Schemes


Group Statistics Gender of Respondent N Mean Std. Std. Error Deviation Mean

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

Equal variances assumed Equal variances not assumed

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

(a) Age and Respondents views on promotional offers


ANOVA Respondent views on promotion offers Sum of Squares Between Groups Within Groups Total 15.977 49.230 65.207 df 5 219 224 Mean Square 3.195 .225 F 14.215 Sig. .000

(b) Education and Respondents views on promotional offers


ANOVA Respondent views on promotion offers Sum of Squares

df

Mean Square

Sig.

Between Groups Within Groups

4.101 61.106

3 221

1.367 .276

4.945

.002

Total

65.207

224

(c) Occupation and Respondents views on promotional offers


ANOVA Respondent views on promotion offers Sum of Squares df Mean Square F Sig.

Between Groups
Within Groups Total

9.031
56.176 65.207

3
221 224

3.010
.254

11.843

.000

(d) Income and Respondents views on promotional offers

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

(e) Gender and Respondents views on promotional offers


Group Statistics Gender of Respondent Respondent views Male on promotion Female offers Q10 N Mean Std. Deviation .539 .542 Std. Error Mean .043 .064

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)

Mean Std. Error Difference Difference

95% Confidence Interval of the Difference Lower Upper -.219 .086

Respondent views on promotion offers

Equal variances assumed Equal variances not assumed

.035

.853

.859

223

.392

-.066

.077

135.354 .856

.393

-.066

.078

-.220

.087

MAY 2012 SCHEMES

MAY 2013 SCHEMES

SEGMENT

COMPARISON GROWTH RATE

4 days mega event Summer of saving

5 days special Mother day special GENERAL MERCHANDISE FOOD 15.3%

Kitchen special Back to school

Akshya tritiya Summer of saving

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.

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