INTRODUCTION

The study is mainly conducted for the Reliance Fashion Factory. In

present scenario, customer retention is the important marketing strategy

in global business competition. An organization strategy that combines

all of its marketing goals into one comprehensive plan, where a good

marketing strategy will be drawn from market research and focus on the

right product mix in order to achieve the maximum profit with a

potential customer and sustain business. Today‘s customer is the king of

the market so customer retention has great importance in business.

Customer Retention is the activity, that a selling organization undertakes

in order to maintain customers as their assets. The study is mainly to

identify what the customer is expecting from the Reliance Fashion

Factory. And what are the measures need to take in order to retain the

customers. Since the population size is in….N number 100 samples have

been chosen. The target respondents would be the customers of Reliance

Fashion Factory. So this study lies under descriptive research with

random sampling method. The data is framed and collected through

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primary source with the above analysis a findings, suggestion will be

engraved and conclusion will be suggested to the Reliance Fashion

Factory where improvements can be done for the growth of the

company. Customer retention refers to the percentage of customer

relationships that, once established, a small business is able to maintain

on a long-term basis. It is an important element of business strategy in

today‘s increasingly competitive environment. In global business

environment, customer retention is playing important role for

development of the business. The days are gone where main emphasis

was given on profit making only. In present scenario, business

organizations are giving main stress on its customers and their retention.

Marketing is societal process by which individuals and groups obtain

what they need and want through creating offering and freely

exchanging products and services of value with others. Marketing

management as the art and science of choosing target market and getting

keeping and growing customers through creating, delivering and

communicating superior customer value.

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Customer means that the company is able to produce individually

differentiated goods whether ordered in person, on the phone or on-line.

The combination of operational customer and marketing has been called

customer.

Today more companies are recognizing the importance of satisfying and

retaining customer. Satisfied customer constitutes the company‘s

relationship capital. If the company were to be sold, the acquiring

company would have to pay not only for the plant and equipment and

the brand name, but also for the delivered customer base, namely the

number and value of the customer who would do business with the new

firm.

 A customer is not dependent on marketers.

 A customer is not someone to argue or match with. Nobody ever

won an argument with a customer.

 A customer is a person who brings us his needs and wants, it is our

job to handle them profitably to him and to ourselves.

The Review says, Modern business environment is famous for various

new Fashion Factory. An environment where the businesses used to hire

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employees for the sake of monetary benefits only is now changed in

multi-dimensional and multi-pronged environment. Now business are

not run for the sake of money and short term financial benefits only but

for a long time sustainable growth and development. Now the only focus

of all business is ―customer‖ and Customer Retention. This Customer

Retention cannot be achieved without proper involvement of internal

customers i.e., employees. Companies start their business philosophy

from their main goals or objectives and make clear statements showing

their mission and values. All lateral developments are performed on the

basis of these predetermined values. Modern businesses focus only on

customer satisfaction. Customer lifetime value might be factored into

business development strategies. But without adequate support across

the organization, it remains unfulfilled as core customers depart and new

customers reject the offer. Customer retention has direct impact on

business development and business competitiveness

Retailing is one the most significant part of the world economy. Also, it

is among the fastest changing and vibrant industries.‗Retail‘ is a word

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that is derived from a French word ‗Retaillier‘, which means ‗to cut a

piece of‘ or ‗to break bulk‘. Retailing by time has become an intrinsic

part of everyday life and many nations have enjoyed their social and

economic progress with the help of a strong retail sector. The ease of

access to procure variety of products, high level of customer services,

and freedom of choice provided by retailing sector has made retailing a

popular method for conducting business.Over the last decade, retail

marketing is seeing continuous sweeping changes in the way retail

business is conducted. In this era of liberalization, highly awared

customers and globalization, retailers must make conscious efforts so

that they can face the competition and positions themselves distinctively.

Retail management is an art that requires a varied managerial tool for

providing a complete end user satisfaction. It is a process that brings the

ultimate user to the main producer by going through different stages,

retailing being the last one. Retail management is not only limited to the

quantities, but it also accesses the exact requirements of the final

consumer. It helps in creating an operational efficiencymaking such a

compelling environment that the consumer does not look anywhere else.

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We can say that retail management brings customers into the stores,

ensures easy visibility of desired merchandise, saves time & fulfills

consumers buying needs, and provides satisfaction to the

consumers.Another benefit of retail marketing is that it is one of the

many sectors that provides a great deal of employment to a significantly

large population. There are various retail ventures that are spread across

the nations like Walmart, Reliance Stores, etc. acting as a source of

employment to many. Furthermore, the rising competition between the

various retail stores in the market, is yet another factor that boost the

economy. Talking particularly about India, Retail Industry in India has

emerged as a one of the most fast paced and most dynamic

industries.Every nook and corner of India has a presence of various

retailers because of which the Indian Retail Industry is in a boom

position.Also, India is ranked as the 5th largest global destination when

it comes to retail space. Furthermore, India is ranked on 16th position in

the FDI Confidence Index, coming after US, Canada, Germany, United

Kingdom, China, Japan, France, Australia, Switzerland, and Italy. In

2018, The Indian Retail Industry has reached at US$ 950 billion at a

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CAGR of 13%. It is expected that the retail industry will reach at US$

1.1 trillion by the year 2020. Clothing & Fashion Retail Industry of India

is considered to beone of the largest retail industries among other sectors

of retail. Few key players of fashionretail industry are Pantaloons,

Reliance Fashion Factory, Westside, Park Avenue, Lifestyle etc. Retail

marketing strategy is a detailed marketing plan which includes the ways

in which retail targets can be achieved. Forming a retail strategy is very

significant for the retailer so they can promote their goods & services to

the right customers by increasing sales and achieving customer

satisfaction. This retail plan is dependent on a lot of factors, few of

which are mentioned below: • Advertisement: Advertisement is a

technique that makes product and services known to the customers.

These are the practices which motive public to buy the product.

Advertisement influences the public opinion about the product. It

showcases the product benefits such as uses, color, types, etc. to

convince the customer to respond in a certain way. The main motive of

the advertisement is to promote the product and to spread awareness

about the product in the public. It is a mechanism to boost the sales of

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the retail store. • Sales Promotion: Sales promotion is a marketing

activity which is used to stimulate the demand for the products available

in the retail store. For better and long-lasting relation with the customers

and to boost the sales the retailer must identify and apply the sales

promotion techniques. These techniques provide with many benefits for

the business such as brand awareness, customer satisfaction, moving

aging products, increasing sales, promoting new product, and engaging

new customers. There are different types of sales promotions techniques

like buy-one-get-one-free, coupons, discount vouchers, future discount

cards, loyalty programs, and many others. • Store Layout: The design

and layout of a retail store is an essential part that has to be kept in mind

even before starting a retail store. This needs a proper planning and

detailed knowledge of the different aspects of designs and layouts. A

better store design and layout should encourage customer to visit the

store, locate preferred merchandise easily, and stimulate customers to

make impulsive or unplanned purchasing after visiting the store. Also,

according to a study, store design has influenced around 80% customers

purchasing decisions. Store design should be flexible and dynamic as

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what is applicable today may not be used tomorrow. The key factors for

store design are to use a proper floor plan, proper lighting, and display of

products on shelves and products must be kept in a chronological order

so that the customers do not have to search the product. •

Merchandising: Merchandising includes setting prices, developing

marketing strategies, creating display designs, and the determining

quantities. The main concept of merchandising is to encourage consumer

purchasing behavior to minimize the product of the retail stores.

Merchandising of a retail store is based on many factors like culture,

seasons, weather patterns, school schedules also on seasonal

holidays.Merchandising can be said as a promotional tool which help in

awareness of retail store and its products. It is very cost effectives as it

uses techniques like product facing control and better shelf positioning

which incur less cost. With the great presentation of products on the

shelves, sales can be influenced as more customers gets attracted to the

store. LITERATURE

REVIEW RETAIL MARKETING

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(Stephen J. Arnold, Syleia Me, and Douglas J. Tigert 1978) in their

study ―A comparative analysis of determinant attributes in retail store

selection‖ generalized their finding in terms of market differentiation

and retail environment and find that assortment, value for money and

quality were the determinants that leads to the selection of fashion

clothing store. (Terblanche N.S., Boshoff C. 2004) in their study on

instore shopping experience of the customer of clothing store and

supermarket suggests innovative ways in which retailers can

differentiate themselves from their competitors by accessing the impact

of in-store shopping experience on customer retention. (DoreeaChze Lin

Thang and Benjamin Lin Boon Tan 2003) portrayed in their research

that in-store services, promotion, accessibility, merchandising, store

atmosphere, facilities, reputation, and post transaction services

significantly influence consumer preference.(Anselmsson Johan 2007)

conducted a comparative study of different customer segments to find

about the sources that provides customer satisfaction at shopping malls.

The results of the paper depicts that there are eight factors that

significantly affect customer satisfaction which include merchandising

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policy, salespeople, selection, atmosphere, location, promotional

activities, convenience, and location. CUSTOMER SATISFACTION

(Rajib Roy, Amit Kumar Bhattacharya, and Partha Pratim Gupta 2011)

drew a comparison based on customer service and value creation

between two Indian retail brands. The findings of the study include the

extent to which customer service and value creation affect the customer

satisfaction for both the retail brands. (Rajesh Faldu 2012) did a

comparative study on organized fashion retail store namely Pantaloons,

Lifestyle and Westside in Ahmedabad region focusing upon profiling the

customers to measure their level of satisfaction.(Mi Young Lee and Kim

K.P. Johnson 1997) researched on Customer Expectations for Services at

Apparel Retail Outlets and found that while shopping for apparels

customers expect services that are associated with store facilities and

store amenities. Also, the source of customer expectations were

merchandise characteristics, price, personal background, and their mood.

SALES PROMOTION (Michel Laroche, Frank Cons, Nadia Zgolli, and

Chankon Kim 2003) by studying consumer response towards two retail

sales promotion techniques portrayed that appropriate choice of retail

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sales promotion techniques is an important decision that retailers must

make. A multi-dimensional model is proposed following a cognitive-

affective-behavior pattern, based on two promotional tools that are two-

for-one promotions and coupons. (Banerjee, S. 2009) in his empirical

research tries to address the dilemma that concerns better promotional

strategy being discounts or freebies. The sales promotion has been

classified based on the relatedness and utility with the product to which

they are bundled with.(Familmaleki M, Aghighi A, and Hamidi K 2015)

investigates the effect of sales promotion schemes on the process of

buyer decision making to find out the effectiveness of two factors on

customer buying behavior. They suggested that sales promotion directly

increases consumer purchases and indirectly helps the companies in

earning more profit. MERCHANDISING (Parengkuan 2017) in the

study ―A comparative study between male and female purchase intention

towards visual merchandising at Centro‖ it has been stated that to attract

customers and selling more products, visual merchandising plays a very

significant role especially in fashion industry. This research finds out the

significant difference between the purchase intention of male and female

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based on visual merchandising in an apparel store at Centro. (David

Mazarsky and Jacob Jacoby 1986) conducted a research specifying most

significant components of the store image based on two aspects:

merchandise related aspects (assortment, pricing, and quality) and

service-related aspects (salespersons services and quality in general).

MEANING OF MARKETING

 Marketing is defined by the American Marketing Association as

the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have

value for customers, clients, partners, and society at large. The

term developed from the original meaning which referred literally

to going to market, as in shopping, or going to a market to sell

goods or services.

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OBJECTIVE OF THE STUDY FOLLOWS

 To find out the consumer real expectations in products available in

Reliance Fashion Factory.

 To identify current consumer tastes & attitudes towards a Reliance

Fashion Factory.

 To find out the competitive satisfying store other than from

Reliance Fashion Factory by consumers.

 To suggest feasible solution in retaining the consumers towards

Reliance Fashion Factory.

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NEED OF THE STUDY

 The research is conducted in order to find the satisfaction level and

the retention of the customer of Reliance Fashion Factory. The

Reliance Fashion Factory is further interested to know the major

factors which can be used for attracting the customers.

 The study is conducted to find what the customers feel about

Reliance Fashion Factory and about the merchandise available in

the store and the services provided by the employees of Reliance

Fashion Factory.

 Measuring competitors market share and consumer behaviour in a

selected region and understand various factors affecting the

customer choice while shopping.

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SCOPE FOR THE STUDY

The scope of the study is to retain the customers towards their purchase

in Reliance Fashion Factory,

 The scope of the study is to cover all the chronic factors among the

customers of Reliance Fashion Factory. And finding the needs and

wants of the customers to retain them.

 In businesses, today, have become more sensitive to the benefits of

retaining and cultivating the existing customers.

 On average, A 1% improvement in customer retention leads to a

5% increase in profits per customer. It‘s a well-known statistic that

80% of sales come from 20% of your existing customers. As a

result, retaining customer loyalty is a vital component of your

business.

 Reliance Fashion Factory is a Textile retail outlet were consumer

can buy all variety of garments. This leading company has started

analyzing few measures to retain the customers.

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RESEARCH METHODOLOGY

Research design - Descriptive research.

Statistical tool - Percentage Analysis, Chi Square, Weighted Average,

IntervalAttribution

Data - Primary data.

Research instrument - Questionnaire.

SAMPLING METHOD

A sample design is a finite plan for obtaining a sample from a given

population. Simple random sampling is used for this study.

SAMPLING TECHNIQUE

The Researcher has selected the sample respondents based on the

convenience of researcher and the respondents. This means that random

sampling was adopted for the study.

SAMPLE SIZE

Number of the sampling units selected from the population is called a

size of the sample. Sample of 100 respondents were obtained from the

population.

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FINDINGS OF THE STUDY

 It is found that twenty seven percentage of customers purchase

every Month from Reliance Fashion Factory, and twenty

percentage of customers purchase every two-three & four-six

months from Reliance Fashion Factory, eighteen percentage of

customers purchase Once or twice in year and thirteen percentage

of customer purchase every week.

 It is found that ninety one percentage of respondents are agreed

with Reliance Fashion Factory meeting the expectations in

materials associated with the store‘s service are visually appealing,

six percentage of respondents are not agreed with Reliance Fashion

Factory meeting the expectations in materials associated with the

store‘s service are visually appealing.

 It is found that forty five percentage of men‘s wear merchandise

are often purchased, twenty three percentages of women‘s related

items are often purchased, five percentage of accessories are often

purchased and seven percentage of luggage‘s are often purchased

from Reliance Fashion Factory.

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 It is found that fifty one percentage of respondents are satisfied

with merchandise and twenty eight percentage of the customers are

very much satisfied with the merchandise, one percentage of

respondents were disappointed & not satisfied with merchandise.

 It is found that eighty four percentage of respondents have met

expectation in right service at first time and six percentage of

respondents have not met expectation in right service at first time.

 It is found that seventy seven percentage of respondents are

expectation the customer in store promises to do service in a

particular time frame are met, and three percentage of respondents

are expectation the customer in store promises to do service in a

particular time frame are not met.

 It is found that ninety three percentage of respondents are

convenient with the store timing for shopping and seven

percentage of respondents are not convenient with the store timing

for shopping.

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 It is found that forty percentage of respondents are looking for low

price in Reliance Fashion Factory, thirty percentage of respondents

are looking for Quality products, and ten percentage of respondents

are looking for all merchandise at one place.

 It is found that forty percentage of respondents are satisfied with

the great offers at Reliance Fashion Factory and thirty percentage

of respondents are satisfied with recent Fashion Factory and

seasonal merchandise at Reliance Fashion Factory.

 It is found that fifty two percentage of respondents are like to

recommend Reliance Fashion Factory to a Friend/Colleague and

twenty seven percentage of respondents do not Very much like to

recommend Reliance Fashion Factory to a Friend/Colleague, and

nineteen percentage of customers are not willing to recommend

Reliance Fashion Factory.

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 METHODOLOGY

Defining the Objectives: The researchers as a part of research project

primarily define the objectives of the project under the guidance of the

Project guide, so that in the light of the project objective we can go

ahead and achieve the objectives.

SOURCES OF DATA:

Primary sources of data refer to data collected directly from the market

place. There are often reliable data sources and help in overcoming

limitation of secondary data.

DATA COLLECTION:

Primary Data

 Questionnaire

 Personal Interview and Discussion

The methodology adapted for doing this project encompasses a detailed

study of primary source of information in order to find out the monthly

expenditure of different SME‘s and corporate houses of patna market.

This was done through questionnaires filled up by the lower and middle

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management employees of different SME‘s and corporate houses

which included officers of different companies.

Secondary Data

The secondary data was collected from the manuals, magazines,

internet, annual, quarterly report, and the like supplied by the

organization and other published sources.

STEPS OF METHADOLOGY

 Selecting the sample size.

 Select the different SME‘s and corporate houses in Jamshedpur.

 Prepare the questionnaire.

 Visit all twenty companies and collect the information.

 Calculate the total monthly expenditure of different companies in

Jamshedpur.

 Calculate the market share of RELIANCE and its competitors.

 Analyze the data and find out the monthly expenditure of different

SME‘s and corporate of Jamshedpur market and the presence of

RELIANCE and its competitors in Jamshedpur.

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RESEARCH DESIGN

Category of Research

I will go with descriptive research. This is most suitable as it is

concerned with

OBJECTIVE OF THE STUDY FOLLOWS

 To find out the consumer real expectations in products available in

Reliance Fashion Factory.

 To identify current consumer tastes & attitudes towards a Reliance

Fashion Factory.

 To find out the competitive satisfying store other than from

Reliance Fashion Factory by consumers.

 To suggest feasible solution in retaining the consumers towards

Reliance Fashion Factory.

NEED OF THE STUDY

 The research is conducted in order to find the satisfaction level and

the retention of the customer of Reliance Fashion Factory. The

(SUVAM KUMAR) 23 | P a g e
 Reliance Fashion Factory is further interested to know the major

factors which can be used for attracting the customers.

 The study is conducted to find what the customers feel about

Reliance Fashion Factory and about the merchandise available in

the store and the services provided by the employees of Reliance

Fashion Factory.

 Measuring competitors market share and consumer behaviour in a

selected region and understand various factors affecting the

customer choice while shopping.

SCOPE FOR THE STUDY

The scope of the study is to retain the customers towards their purchase

in Reliance Fashion Factory, The scope of the study is to cover all the

chronic factors among the customers of Reliance Fashion Factory. And

finding the needs and wants of the customers to retain them.

 In businesses, today, have become more sensitive to the benefits of

retaining and cultivating the existing customers.

(SUVAM KUMAR) 24 | P a g e
  On average, A 1% improvement in customer retention leads to a

5% increase in profits per customer. It‘s a well-known statistic that

80% of sales come from 20% of your existing customers. As a

result, retaining customer loyalty is a vital component of your

business.

 Reliance Fashion Factory is a Textile retail outlet were consumer

can buy all variety of garments. This leading company has started

analyzing few measures to retain the customers.

RESEARCH METHODOLOGY

Research design - Descriptive research.

Statistical tool - Percentage Analysis, Chi Square, Weighted Average,

Interval Attribution

Data - Primary data.

Research instrument - Questionnaire.

SAMPLING METHOD

A sample design is a finite plan for obtaining a sample from a given

population. Simple random sampling is used for this study.

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SAMPLING TECHNIQUE

The Researcher has selected the sample respondents based on the

convenience of researcher and the respondents. This means that random

sampling was adopted for the study.

SAMPLE SIZE

Number of the sampling units selected from the population is called a

size of the sample. Sample of 100 respondents were obtained from the

population.

market study.

Information Needed

 Find out the competitors of Reliance Internet in Patna

 Total sales of Reliance Internet in Patna.

 The promotional schemes of Reliance Internet at

present.

 The profit margin of Reliance Internet along with its

competitors.

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  The number of displays of Reliance Internet along with

the competitors

Data Collection Method

 Primary data

 From retail outlets and Reliance point.

 Secondary data

 From website

Following data collection methods are suitable.

 Questionnaire.

 Asking questions in form of questionnaire to retailers.

 Interview.

 Interview with company personals,dealers,retailers

Sampling plan

 Sampling Unit: This would include retailers and consumers

Retailers : 17

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 Consumers :80

 Sampling Procedure

a. Stratified sampling for retailers.

b. Random sampling for consumers.

PROBLEM DEFINITION

 MARKETING DECISION PROBLEM.

To know the retailers satisfaction level associated with the

product and retailers preference level.

To increase the retailers satisfaction and recapture the

market share.

 MARKETING RESEARCH PROBLEM.

Determine the current promotional strategies of different

competitors in that segment.

To observe the promotional strategy of competitor in

different channels

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 LIMITATION OF THE STUDY
 The sample size is limited to 17 for retailers and 80 for consumers

due to time constraint.

 Cost and time is one of the major hindrances in the study.

 It is very difficult to find out all retail counter.

 It was very difficult to influence and get answer from all retailers.

This may have affected the accuracy of the findings.

 Duration of the study for further intensive study. Mostly stress was

given on primary data, as it was difficult to collect secondary data

from organization & distributor.

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 COMPANY PROFILE
Looking back, looking forward
Reliance – Anil Dhirubhai Ambani Group, an offshoot of the Reliance

Group founded by Shri Dhirubhai H Ambani (1932-2002), ranks among

India‘s top three private sector business houses in terms of net worth.

The group has business interests that range from telecommunications

(Reliance Communications Limited) to financial services (Reliance

Capital Ltd) and the generation and distribution of power (Reliance

Infrastructure Limited).

Reliance – ADA Group‘s flagship company, Reliance Communications,

is India's largest private sector information and communications

company, with over 100 million subscribers. It has established a pan-

India, high-capacity, integrated (wireless and wireline), convergent

(voice, data and video) digital network, to offer services spanning the

entire infocomm value chain.

Other major group companies — Reliance Capital and Reliance

Infrastructure — are widely acknowledged as the market leaders in their

respective areas of operation.

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ABOUT SH. DHIRUBHAI AMBANI
Few men in history have made as dramatic a contribution to

their country‘s economic fortunes as did the founder of

Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy

that is more enduring and timeless.

As with all great pioneers, there is more than one unique way of

describing the true genius of Dhirubhai: The corporate visionary, the

unmatched strategist, the proud patriot, the leader of men, the architect

of India‘s capital markets, the champion of shareholder interest.

But the role Dhirubhai cherished most was perhaps that of India‘s

greatest wealth creator. In one lifetime, he built, starting from the

proverbial scratch, India‘s largest private sector enterprise.

When Dhirubhai embarked on his first business venture, he had a seed

capital of barely US$ 300 (around Rs 14,000). Over the next three and a

half decades, he converted this fledgling enterprise into a Rs 60,000

crore colossus—an achievement which earned Reliance a place on the

global Fortune 500 list, the first ever Indian private company to do so.

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Dhirubhai is widely regarded as the father of India‘s capital markets. In

1977, when Reliance Textile Industries Limited first went public, the

Indian stock market was a place patronised by a small club of elite

investors which dabbled in a handful of stocks.

Undaunted, Dhirubhai managed to convince a large number of first-time

retail investors to participate in the unfolding Reliance story and put

their hard-earned money in the Reliance Textile IPO, promising them, in

exchange for their trust, substantial return on their investments. It was to

be the start of one of great stories of mutual respect and reciprocal gain

in the Indian markets.

Under Dhirubhai‘s extraordinary vision and leadership, Reliance

scripted one of the greatest growth stories in corporate history anywhere

in the world, and went on to become India‘s largest private sector

enterprise.

Throughout this amazing journey, Dhirubhai always kept the interests of

the ordinary shareholder uppermost in mind, in the process making

millionaires out of many of the initial investors in the Reliance stock,

and creating one of the world‘s largest shareholder families.

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Vision
―We will leverage our strengths to execute complex global-scale projects

to facilitate leading-edge information and communication services

affordable to all individual consumers and businesses in India.

We will offer unparalleled value to create customer delight and enhance

business productivity.

We will also generate value for our capabilities beyond Indian borders

and enable millions of India's knowledge workers to deliver their

services globally.‖

Anil D. Ambani
Regarded as one of the foremost corporate

leaders of contemporary India, Anil Dhirubhai

Ambani is the Chairman of all the listed Group

companies— Reliance Communications, Reliance Capital, Reliance

Energy and Reliance Natural Resources Ltd.

He is also Chairman of the Board of Governors of Dhirubhai Ambani

Institute of Information and Communication Technology, Gandhi Nagar,

Gujarat.

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Till recently, he also held the post of Vice Chairman and Managing

Director of Reliance Industries Limited (RIL), India‘s largest private

sector enterprise.

Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer,

and was centrally involved in every aspect of the company‘s

management over the next 22 years.

He is credited with having pioneered a number of path-breaking

financial innovations in the Indian capital markets. He spearheaded the

country‘s first forays into the overseas capital markets with international

public offerings of global depositary receipts, convertibles and bonds.

Starting in 1991, he directed Reliance Industries in its efforts to raise

over US$ 2 billion. He also steered the 100-year Yankee bond issue for

the company in January 1997.

He is a member of:

 Wharton Board of Overseers, The Wharton School, USA

 Central Advisory Committee, Central Electricity Regulatory Commission

 Board of Governors, Indian Institute of Management, Ahmedabad

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  Board of Governors Indian Institute of Technology, Kanpur

In June 2004, he was elected for a six-year term as an independent

member of the Rajya Sabha, Upper House of India‘s Parliament a

position he chose to resign voluntarily on March 25, 2006.

Awards and Achievements:

 Conferred the ‗CEO of the Year 2004‘ in the Platts Global Energy
Awards
 Rated as one of ‗India‘s Most Admired CEOs‘ for the sixth
consecutive year in the Business Barons – TNS Mode opinion poll,
2004
 Conferred ‗The Entrepreneur of the Decade Award‘ by the
Bombay Management Association, October 2002
 Awarded the First Wharton Indian Alumni Award by the Wharton
India Economic Forum (WIEF) in recognition of his contribution
to the establishment of Reliance as a global leader in many of its
business areas, December 2001
 Selected by Asia week magazine for its list of ‗Leaders of the
Millennium in Business and Finance‘ and was introduced as the
only ‗new hero‘ in Business and Finance from India, June 1999

(SUVAM KUMAR) 35 | P a g e
Vision and Mission

(SUVAM KUMAR) 36 | P a g e
Retail is the supply of products and business people or organizations for

the end customer. Retailers an element of a coordinated framework

called network inventory. A retailer buys goods or articles in expansive

amounts of producers or through a discount, and after that por locations

Lemaire amounts to the buyer of a benefit. Retail trade should be

possible in two areas such as shops or markets, in way to door entry or

means of transport. In the 2000s, a measure expanding the retail is over

on the websites, electronic slice and subsequently passed through a

(SUVAM KUMAR) 37 | P a g e
mailing or through different administrations. Retail incorporates the

administrations subordinate, for example, means of transport. The term

"retailer" is also connected same administration of co - op specialist to

the requirements of a large number of people, for example, to the entire

population. Stores may be on private roads, boulevards with few or no

houses or in a mall. Purchases of the routes can be somehow for people

on foot. Some of the time, a shopping street a roof United Nations to

halfway or full pour protect customers from precipitation. Retail Web-

based, a kind of electronic commerce used for trade (B2C), business-to-

buyer and organizer of mail, are types of retail non-boutique. Shopping

pour is mostly referring to the event of the purchase of items. Now and

again, this is done for the needs, such as food and clothing; here and

there,'s done it as a sporting action. Shopping Leisure GLF includes

window-shopping (just watching, not buying) and browsing and nerds

not usually has purchase.

RETAIL IN INDIA - HISTORICAL PERSPECTIVE Segments of

Indian industry in split of EST composed and disorderly. Sorted on the

retail makes allusion to the Exchange corrected kissed by authorized

(SUVAM KUMAR) 38 | P a g e
retailers, i.e. persons who are registered fees of the Treaty, impose

coffee and so on. These incorporate the company supported by

hypermarkets and chain stores, and in addition the expansive exclusive

retail organizations. Chaotic detail, here again, referred to customary

arrangements of minimal effort of retail sales, for example, shops nearby

Kirana, the owner kept an eye on the General stores, paan/beedi shops,

shops of accommodation, Pushcart merchants and asphalt, etc... In the

menu start had a few Kirana stores called MOM and Pop stores, offering

friendly neighborhood stores needs every day. In chain stores of the

producer of the 1980s as Gwalior Suiting DCM, Bombay dying, Calico,

Titan and so on began to appear in the subways and residential areas.

Multi brand retailers took the photo in the 1990s. Livelihoods of in the

means and FMCG areas as global retailers of food, the Nilgris are a part

of the illustrations. In the world of planet music part and in the books

crosswords and Fountainhead are some other. Shopping centers began to

be put in place since 1995. United Nations of a kind illustration was the

Foundation of free markets of edge in Kerala. The 21st century has seen

the development of stores and for hyper markets. Huge players like

(SUVAM KUMAR) 39 | P a g e
Reliance, Bharti, aunties, HLL, ITC and so forth go in composed detail

section. The significant movement was the 'development of some sorted

to l' inside of the retail company. Many Indian business people took a

unique fascination in retail over the past decade and settled effectively

set chain stores. Alongside these residential improvements, there has

been a review simultaneous or given to the Indian retail sales announced

by universal monster‘s retail, mainly due to the size of the market.

Promoting more framework legislation in what was Wal- Bazar, largest

tie America retail chain with Bharti, the Indian telecommunications

mammoth that will probably be materialized in June, sharp trade India

2009 now represents only about 5 for every penny of the nation's annual

retail trade. Advanced Retail will make about 1.6 million jobs in the next

five years. Today retailers will not just job openings yet also would

increase the overall monetary profitability of the India and might even

bring down the cost of products.

MARKET DYNAMICS

In the previous two years, Indian segment detail saw huge development

in the section sorted on. Real residential players have ventured into the

(SUVAM KUMAR) 40 | P a g e
field of detail with long-haul, looking forward, intends to grow their

business in cross on vertical markets, urban communities and

configurations. Organizations such as Auntie, Reliance and Adani

Enterprise Bharti made impressive in the showcase retail Indian blasting.

Alongside these mammoth‘s retailers, various transnational brands even

went on the market to set up distribution channels in close relationship

with the older Indian organizations. The retail area "Indian" is very

divided and chaotic segment has about 13 million points of sale that

record about 95-96% of the global Indian industry. Whatever it is, go

ahead, potential of development of the segment sorted on is needed to

increase defeated due to globalization, high financial development and

better way to live. Despite that the development potential in the region is

huge, there are also many snags that can moderate the pace of

development for new participants. Inflexible, high working force, fresh

ground, lack of basic framework, and detailing of extremely aggressive

household clusters are these difficulties.

RELIANCE FASHION FACTORY

(SUVAM KUMAR) 41 | P a g e
Reliance Retail is the retail initiative of the group and an epicenter of our

consumer facing businesses. It has, in a short time, forged strong and

enduring bonds with millions of consumers by providing them unlimited

choice, outstanding value proposition, superior quality and unmatched

experience across all its retail stores. Since its inception in 2006,

Reliance Retail has grown to become India‘s largest retailer delivering

superior value to its customers, suppliers and shareholders. Our

nationwide network of retail outlets delivers a world-class shopping

environment and unmatched customer experience powered by our state-

of-the-art technology and seamless supply-chain infrastructure. Reliance

Retail has adopted a multi-prong strategy and operates chain of

convenience stores, supermarkets, hypermarkets, wholesale cash & carry

stores, specialty stores and online stores and has democratized access to

all types of products and services across all segments for all Indian

consumers. Deep insight into India‘s economic, cultural and

consumption diversity drives Reliance Retail‘s vision in the retail

universe. The operating model is based on customer centricity, while

leveraging common centres of excellence in technology, business

(SUVAM KUMAR) 42 | P a g e
processes and supply chain. More importantly, it has built a strong and

unwavering foundation through its extraordinary people.

THEORETICAL BACKGROUND

Introduction Got customers we are for the most part one of a kind and

this uniqueness is reflected in the utilization design and the procedure of

procurement. The investigation of conduct gives us reasons why buyers

vary from each other purchaser in purchasing utilizing items and

administrations. We get boosts from nature and indicates the technical

review of the various items and administrations, and reacts to the jolts as

far as either purchasing or not purchasing item. In the heart of the phase

of getting the boosts and stroll to it, the customer experiences the way

toward settling on his choice. Meaning Consumer buying behavior all a

buyer dispositions, inclinations, objectives and choices regarding the

conduct of the customer in the Mall when buying an item or an

administration. The investigation into the conduct of the customer is

inspired by orders of Sociology Humanities, brain, human sciences

research and financial issues. The Microsoft customers who purchase

centers of driving around to comment on people settle on the choice to

(SUVAM KUMAR) 43 | P a g e
spend their available assets (money, time effort,) on the use of things

which AAFC that they buy, why they buy, when they get it, where they

get it, related comment they get frequently comment regularly that they

use it, comment they evaluate after purchase and the effect of these

assessments on future purchases, and how they discard. Term buyer

behavior is characterized by driving illustrating hunting clients, getting

using, to evaluate and lay the elements and the administrations they

expect will satisfy their needs.

(SUVAM KUMAR) 44 | P a g e
DATA ANALYSIS AND INTERPRETATION

(SUVAM KUMAR) 45 | P a g e
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(SUVAM KUMAR) 50 | P a g e
 Respondent by age:

Objective: To know the age group using Reliance postpaid services.

Sr. No. Age Group Respondent Percentage

1 0-20 2 4%

2 20-30 8 16 %

3 30-40 25 50 %

4 40 and above 15 30 %

Total 50 100%

Graphical Representation:

RESPONDENTS BY AGE
60%

50%

40%

30%
RESPONDENTS BY AGE
20%

10%

0%
0-20 20-30 30-40 40 and above

Conclusion: Maximum customer belongs to 30-40 age group.

(SUVAM KUMAR) 51 | P a g e
 Respondent by profession:

Objective: To know what type of customer uses postpaid services.

Sr. No. Profession Respondent Percentage

1 Employed 28 56 %

2 Businessman 16 32 %

3 Student 6 12 %

Total 50 100%

Graphical Representation:

RESPONDENTS BY PROFESSION
60%

50%

40%

30%
RESPONDENTS BY PROFESSION
20%

10%

0%
Employed Businessman Student

Conclusion: Maximum customer belong employed profession.

(SUVAM KUMAR) 52 | P a g e
 Respondent by using plan:

Objective: To know the category of respondents who prefer the plans.

Sr. No. Plan Respondent Percentage

1 Government 11 22 %

2 Bank 9 18 %

3 Super six 5 10 %

4 Private 25 50 %

companies

Total 50 100%

Graphical Representation:

RESPONDENTS BY PREFERED PLANS

60%

50%

40%

30%
RESPONDENTS BY PREFERED
PLANS
20%

10%

0%
Government Bank Super Six Pvt Companies

Conclusion: Maximum customers belong to private companies.

(SUVAM KUMAR) 53 | P a g e
 Respondent by reason to purchase plan.

Objective: To know why the customer has purchased the plan.

Sr. No. Reason Respondent Percentage

1 Self Interest 9 18 %

2 Company 41 82 %

Provided

Total 50 100%

Graphical Representation:

RESPONDENTS BY REASON TO PURCHASE PLANS

90%
80%
70%
60%
50%
40% RESPONDENTS BY REASON TO
30% PURCHASE PLANS
20%
10%
0%
Self Interest Company Provided

Conclusion: 82 % customers use the services because the company has provided the service.

(SUVAM KUMAR) 54 | P a g e
 Are you satisfied with network provided?

Objective: To know whether customer is satisfied with network coverage provided or not.

Sr. No. Response Respondent Percentage

1 Yes 46 92 %

2 No 4 8%

Total 50 100%

Graphical Representation:

RESPONDENTS BY STATING SATISFIED WITH

NETWORK PROVIDED OR NOT
100%
80%
60%
RESPONDENTS BY STATING
40% SATISFIED WITH NETWORK
PROVIDED OR NOT
20%
0%
Yes No

Conclusion: 92 % customers are satisfied with network provided.

(SUVAM KUMAR) 55 | P a g e
 Are you satisfied with call rates?

Objective: To know whether customer is satisfied with call rates applied.

Sr. No. Response Respondent Percentage

1 Yes 40 80 %

2 No 10 20 %

Total 50 100%

Graphical Representation:

RESPONDENTS BY STATING SATISFIED WITH CALL

RATES APPLIED
100%

80%

60%
RESPONDENTS BY STATING
40% SATISFIED WITH CALL RATES
APPLIED
20%

0%
Yes No

Conclusion: 80 % customers are satisfied with call rates applied ad 20 % are not satisfied.

(SUVAM KUMAR) 56 | P a g e
 Are you satisfied with postpaid services?

Objective: To know whether customers are satisfied with postpaid services or not.

Sr. No. Response Respondent Percentage

1 Yes 32 64 %

2 No 18 36 %

Total 50 100%

Graphical Representation:

RESPONDENTS BY STATING SATISFIED WITH

POSTPAID SERVICE OR NOT
70%
60%
50%
40%
RESPONDENTS BY STATING
30% SATISFIED WITH POSTPAID
20% SERVICE OR NOT
10%
0%
Yes No

Conclusion: 64 % customers are satisfied with postpaid services and 36 % are not satisfied.

(SUVAM KUMAR) 57 | P a g e
 Billing scheme used by the customer?

Objective: To know whether customers are satisfied with postpaid services or not.

Sr. No. Response Respondent Percentage

1 Cash 40 80 %

2 Cheque 8 16 %

3 Credit Card 2 4%

4 ECS 0 0%

Total 50 100%

Graphical Representation:

RESPONDENTS BY BILLING SCHEME USING

90%
80%
70%
60%
50%
40% RESPONDENTS BY BILLING
SCHEME USING
30%
20%
10%
0%
Cash Cheque Credit Card ECS

Conclusion: 80 % customers are using cash payment system and remaining schemes are rarely

used.

(SUVAM KUMAR) 58 | P a g e
 SWOT ANALYSIS

STRENGTH: OPPORTUNITY:
Strength of Reliance brand and innovative
marketing and services
 Huge wireless subscriber  Mobile Internet services
potential  Content influenced but local
 Fastest growing mobile market in culture and Global success stories
the world  M-Commerce
 Consumers are ready to pay for  Unified messaging platforms
cutting edge services  Foreign investment in form of
 Government proposes to hike FDI equity or technology
limit in Telecom to 74%

WEAKNESS: THREAT:
A new market that needs to be excavated

 Lowest call tariffs in the world  Others who would also be looking
 Market strongly regulated by at the markets
Government body – Governing  Software and digital content
both ISP and Telecom sectors Piracy
 Too many authorities ruling the  Political instability
sector  Regulatory interference

(SUVAM KUMAR) 59 | P a g e
 FINDINGS AND COMPETETORS

FINDINGS OF THE STUDY

 It is found that twenty seven percentage of customers purchase

every Month from Reliance Fashion Factory, and twenty

percentage of customers purchase every two-three & four-six

months from Reliance Fashion Factory, eighteen percentage of

customers purchase Once or twice in year and thirteen percentage

of customer purchase every week.

 It is found that ninety one percentage of respondents are agreed

with Reliance Fashion Factory meeting the expectations in

materials associated with the store‘s service are visually appealing,

six percentage of respondents are not agreed with Reliance Fashion

Factory meeting the expectations in materials associated with the

store‘s service are visually appealing.

 It is found that forty five percentage of men‘s wear merchandise

are often purchased, twenty three percentages of women‘s related

items are often purchased, five percentage of accessories are often

(SUVAM KUMAR) 60 | P a g e
 purchased and seven percentage of luggage‘s are often purchased

from Reliance Fashion Factory.

 It is found that fifty one percentage of respondents are satisfied

with merchandise and twenty eight percentage of the customers are

very much satisfied with the merchandise, one percentage of

respondents were disappointed & not satisfied with merchandise.

 It is found that eighty four percentage of respondents have met

expectation in right service at first time and six percentage of

respondents have not met expectation in right service at first time.

 It is found that seventy seven percentage of respondents are

expectation the customer in store promises to do service in a

particular time frame are met, and three percentage of respondents

are expectation the customer in store promises to do service in a

particular time frame are not met.

 It is found that ninety three percentage of respondents are

convenient with the store timing for shopping and seven

(SUVAM KUMAR) 61 | P a g e
 percentage of respondents are not convenient with the store timing

for shopping.

 It is found that forty percentage of respondents are looking for low

price in Reliance Fashion Factory, thirty percentage of respondents

are looking for Quality products, and ten percentage of respondents

are looking for all merchandise at one place.

 It is found that forty percentage of respondents are satisfied with

the great offers at Reliance Fashion Factory and thirty percentage

of respondents are satisfied with recent Fashion Factory and

seasonal merchandise at Reliance Fashion Factory.

 It is found that fifty two percentage of respondents are like to

recommend Reliance Fashion Factory to a Friend/Colleague and

twenty seven percentage of respondents do not Very much like to

recommend Reliance Fashion Factory to a Friend/Colleague, and

nineteen percentage of customers are not willing to recommend

Reliance Fashion Factory.

(SUVAM KUMAR) 62 | P a g e
FINDINGE FROM CHI-SQUARE

 It is found that that thirty six percentage of people who belongs to

fifteen- twenty five age category purchase forty five percentage of

men‘s merchandise and thirty four percentage of the women‘s

merchandise. Only two percentage of the people purchase luggage

items and no customers preferred to purchase accessories items.

 There is a no relationship between the age group of the customer

and their choice of purchase.

FINDINGS FROM WEIGHTED AVERAGE

 It is found that the customers are given a highest ranking for the

service with professionalism.

FINDINGS FROM INTERVAL ATTRIBUTION

 The customer‘s convenience to shop between the store timing is

lies between 0.865 and 0.994.

SUGGESTION FOR FINDINGS

 The Reliance Fashion Factory has to provide more offers and

frequently according to all the seasons to attract more customers.

(SUVAM KUMAR) 63 | P a g e
 To make them to purchase every week form Reliance Fashion

Factory.

 Six percentage of the customer feel that their expectations are not

met with the merchandise available in store so the store has to

provide more varieties and ranges of the products.

 When compared to other sections accessories and luggage section

shows the very low percentage so it has to promote these two to

make them as equal to other sections.

 Fifty one Customers are satisfied with the merchandise and

Reliance Fashion Factory have to make it as hundred percentage.

 Majority of the customers feel that they are provided the right

service at the first time but some feel that they are not so

employees should be given instructions to provide right services to

the customers.

 The shop timing is convenient for shopping for customer.

(SUVAM KUMAR) 64 | P a g e
 Forty percentage of the customer are looking for low priced

merchandise as they feel the cost is high for the merchandise that

they bought.

 Customers say that Reliance Fashion Factory is providing great

offers to them and providing seasonal goods too.

 Fifty two percentage of the customers are likely recommending

Reliance Fashion Factory to their friends and colleague it‘s a form

of promotion through word of mouth.

 Because of the time taken for making their merchandise to get

billed customer get irritated and they hesitate to come again to

store so the billing counter has to be increased.

 The service with professionalism is mostly expected by the

customers so reliance Fashion Factory are good at giving

professional services.

 During the time of exchanges and return customers has to

undergone lots of procedures and they have to wait for more than

half an hour to clear their problems.

(SUVAM KUMAR) 65 | P a g e
  Eighty seven percentages of the customers are satisfied with

theservice provided by the reliance Fashion Factory.

 Most of the customers have given rank no. 3 for reliance Fashion

Factory. And it is not a bad thing.

 When compared to reliance Fashion Factory the next choice is

lifestyle is they are not willing to shop at reliance Fashion Factory.

 Customers of eighty three percentages feel that employees are

showing sincere interest towards solving their problems.

RECOMMENDATIONS FOR THE STUDY

More promotion needs to be done. Reliance Fashion Factory should

establish itself as a brand which can be done only through heavy

promotions because in today‘s scenario to make consumer aware about

the store promotion plays an important role in it. Though Reliance

Fashion Factory are old unit of Reliance Retail but it has to promote

their products, promotion is necessary to stand up in market.

(SUVAM KUMAR) 66 | P a g e
 CONCLUSION

 The customer is more interested in range and price of the products

rather than the price. Bringing customer into the store may be easy,

but once they enter the store they should get what they want, and

retaining the customer is an toughest job for every business.

 Consumers have high expectations from Reliance Fashion Factory

regarding pricing they expect good collection of clothes at much

cheaper price.

 A lot of offers and promotion may help in getting better footfalls.

(SUVAM KUMAR) 67 | P a g e
 SUGGESTIONS

Consumer are preferring discount price, hence it is considered that Reliance

Fashion Factory are yet to give innovative offers. Female spent more

amounts on clothing because it can be noted to increase clothing line.

Consumer agrees that lowered price is good hence Reliance Fashion

Factory has to concentrate on the known brands. Consumers are purchasing

polyester fabrics because it is easy to wear and it is comfortable, hence

they have to bring more known brand product which will connect consumer

easily. Consumer expects the staff should have knowledgeable about the

product, hence they can get proper information about the particular

product. Female are expecting the additional services like cosmetics,

footwear and handbags which has full of scope in store, hence this should

be brought into the store. Consumers are expecting to buy affordable range

of product with the trendy modern choice. Consumer influence on quality

of product rather than design , price durability hence consumers prefer to

browse and compare the product with other branded products which are

available in the store.

These are the additional services where the consumers find interesting to
(SUVAM KUMAR) 68 | P a g e
 know about the tips given by the fashion experts. So that this will be

beneficial to know the women expectation easily.

a reflection of social, economic and cultural changes fashion plays an

increasingly important role in an individual‘s life because it is considered

as a means of self-expression. The garments and accessories that women

wear help them to identify with a group of others whether it is a lifestyle

profession or an attitude. Thus the term fashion has become synonymous

with the overall growth of the country.Fashion Fashion Factory keep

changing and most fashion models are the one to make them. Fashion

Fashion Factory also get influenced from Bollywood as well as Hollywood.

Metros like Mumbai and Delhi witness the quick changes in fashion.

Consumer increase in female purchasing power has significantly changed

the market and consequently. The reason is simple; women are now

becoming their primary buyer‘s women are the most powerful consumer in

the world. These differences in turn make an impact on their buying

behavior once they identify the need of a value they first step towards

buying information search they want a product that need their demand and

it should be easy and reliable. Female perception will vary day by day

(SUVAM KUMAR) 69 | P a g e
through advertisement, social media etc they always prefer fashionable

products they are engaging more trendy

(SUVAM KUMAR) 70 | P a g e
 BIBLIOGRAPHY
Books preferred..

 Kotler, Philip (2018) “Marketing Management”,

Publishinghouse.

Net..

 www.adityabirla.com

 www.Reliancecelluar.com

 www.trai.com

 www.telecom.com

(SUVAM KUMAR) 71 | P a g e
 QUESTIONNAIRE

1. Time do you spent in Reliance Fashion Factory?

2. Purchase of fabrics?
3. Pre Purchase Approaches?
4. Availability of Services?
5. Are you satisfied with the product quality available at Reliance Fashion Factory?
6. Luxury clothing guarantees quality?
7. Additional product and services category availability?
8. What choice does female finds interesting to shop and prefer buying?
9. What is the expectation towards the personnel/staff?
10.What is the factors influence female to shop?

(SUVAM KUMAR) 72 | P a g e