1SUMMER TRAINING REPORT

ON “CUSTOMER AWARENESS AND PERCEPTION ABOUT

RELIANCE TRENDS STORE”

Presented byName: Abhijeet Mishra

Sem: IIIrd SemesterRoll No.: 1007670036

Session: 2010-2012

Company Profile

Company : Reliance RetailSubsidiary Company : Reliance TrendsFounded : 2007Headquarters : BangaloreChairman and Managing Director : Shri Mukesh AmbaniStores at Bangalore city : Reliance Trends at Mantri mall, Richmond Road and Jayanagar

The Apparel, Luggage and Accessories division of reliance retail has announced the launch of their first Apparel speciality store “Reliance Trends”.

Objectives of Study

•The main objective of the study is to find out reason for drop in footfalls.

•To know awareness level of consumers.

•To know the Perception of customer about Reliance Trends Store.

Research Methodology

Type of Study: The type of research followed is descriptive in nature as it is determining the consumer awareness and perception about Reliance Trends Store.

Source of data:The primary data has been collected from customers of

Reliance Trends stores across Lucknow.The secondary data has been collected through internet.

Tools of data collection:The data has been collected through a well-structured

questionnaire containing relevant questions pertaining to the study.

Sampling:In the following study, sample is collected from customers of

Reliance Trends store at Phonix United mall, Lucknow city. The stores from which the data has been collected are:•Reliance Trends, Phonix United Mall

Sample size:The size of sample collected is

•For awareness about store 120 respondents at Reliance Trends at Phonix United mall.

Methods of sampling:The method of sampling is convenience sampling. In this type

of sampling respondents are picked on the basis of convenience of the researcher i.e. taking samples from people whom a researcher meets or are available. Convenience sampling is simple, low budget, and do not require a list of population. Also no statistical expertise is required for sampling.

Particulars No of Respondents

Men 60

Women 60

Total 120

Socio economic configuration

Analysis and interpretation of data

Particulars Number of people

First Visit 34

Once Before 28

Twice Before 18

Thrice Before 16

Four times Before 09

Five or more times Before 15

Total 120

Q1: Please tell me how many times have you visited our store ever since it was opened?

Interpretation: Most of the respondents visited for first time.

Q2. Would you please tell me when we talk about various stores at Phonix United Mall which is the one which comes to your mind? Table shows the first store which comes to mind in Phonix United Mall .

Partiiculars

No of People

Respondents

Pantaloons 14

Lifestyle 12

Shoppers Stop 5

Reliance Trends 6

Max 17

Spar 23

Marks&Spence 8

Apple 1

Food court 14

Health & Glow 1

Inox 9

Kfc 2

Madhuloka 1

Nike 1

Play saloon 1

Prester 1

Reebok 1

Reliance Living 1

total 120

Interpretation: Most of the named Spar, and Max when asked what comes to thier mind when we speak about :Phonix United Mall . Reliance trends had less responses, as numbers indicate.

Store name Number of people (Sample size 120 for

each Store name) aware of each store

Pantaloons 53

Lifestyle 67

Shoppers Stop 67

Reliance Trends 59

Max 34

Spar 68

Marks & Spencer 24

Q3. Would you please tell me which of the stores you are aware of at Phonix United mall? Table 4 shows number of people aware of each store.

Interpretation: Lifestyle, Shoppers stop and Spar had high awareness among consumers with 67 respondents aware out of 120. Reliance trends also enjoys good awareness with 59 responses.

store Name

No of People

visited stores

Pantaloons 37

Lifestyle 46

Shoppers stop 50

Reliance Trends 44

Max 17

Spar 55

Marks &

Spencer

08

Q4. Would you please tell me which of the stores you visited at Phonix United mall? (Ask only those who answered in Q3).Table 5 shows the number of people visited each store.

Store Name

No of People Shopped at

each stores

Spar 43

Lifestyle 32

Shoppers stop 45

Reliance Trends 20

Pantaloons 30

Max 10

Marks & Spencer 05

Q5. Would you please tell me which of the stores you Shopped at Phonix United Mall? (Ask only those options which they said, they have visited of in Q4) Table 6 shows the number of people shopped at each store.

Reasons for not purchasingNo of

respondents

Too expensive 9

Less variety 5

Didn’t get my kind of clothes, no discount, no

brands 2

Did not like clothes for baby, over pricing 1

No stylish dresses available 2

Sub standard quality 3

This is my first visit, I will check out Reliance

trends 2

Total 24

Q6- Please tell me the reasons for not purchasing at Reliance Trends even after visiting the store ?(Ask only those who said, they have visited of in Q4 but not purchased in Q5)Table 7 shows reason for not purchasing at Reliance trends even after visiting store.

Reason for not visiting storeNo of

respondents

Too expensive 7

Less variety 3

Did not like clothes for baby, over pricing 1

No stylish dresses available 2

Sub standard quality 2

No I never thought of visiting

Total 15

Q7- Please tell me what are the reasons for not visiting Reliance Trends, despite being aware of the store(Ask only those who said, they are aware of Reliance trends in Q3 but not Visited in Q4)Table 8 shows reason for not visiting store even after being aware of Reliance trends store.

Reason for visiting mall No of respondents

Lunch, To meet friends 14

Meeting friends, movie 21

Shopping 29

To eat out 21

to meet friends 33

Total 120

Q8. What is the reason for visiting Phonix United mall today?Table 9: shows reason for visiting Phonix United mall.

Interpretation

Store Name

Total

responde

nts Aware Visited Shopped

Spar 120 53 37 30

Lifestyle 120 67 46 32

Shoppers Stop 120 67 50 45

Reliance Trends 120 59 44 20

Pantaloons 120 34 17 10

Max 120 68 55 53

Marks &Spencer 120 24 8 5

Table:10 Showing awareness, no of times visits and shopped data of respondents.

Percentage of respondents aware

Percentage of

respondents Visited

Percentage of

respondents

shopped

Spar 44% 70% 81%

Lifestyle 56% 69% 70%

Shoppers Stop 56% 75% 90%

Reliance trends 49% 75% 45%

Pantaloons 28%

50% 59%

Max 57%

81% 96%

Marks & Spencer 20% 33% 63%

Table:11 Showing awareness, no of visits and shopped data in percentage.

•Out of 120 respondents 59 i.e., nearly 49% are aware of Reliance trends.

•Out of 59 respondents 44 visited store i.e., 75%.

•Out of 44 respondents 20 shopped at reliance trends i.e., 45%.

FINDINGS:

The study was done in order to know the reason for drop in footfalls in Reliance Trends store at Phonix United mall.•Out of 120 respondents 59 i.e., nearly 49% are aware of Reliance trends

•Out of 59 respondents 44 visited store i.e., 75%.•Out of 44 respondents 20 shopped at reliance trends i.e., 45%.

•61 respondents out of 120 were not aware of Reliance Trends store i.e., more than 50%.

Suggestions

Promotions:More promotion needs to be done. Reliance Trends 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. Reliance Trends are new unit of reliance retail so in initial stage promotion is necessary to establish in market.

Introduce wide range and variety:Customers could be better satisfied with a wide range of apparels designs in clotting lines.

Improve quality of clothing:•Many customers do not get size they are looking for and are disappointed. There should be proper and timely stock replenishment done at the store level.

Conclusion:

•The consumer is more interested in range and price of the products rather than the price. Bringing customer into store may be easy, but once they enter the store they should get what they want. •Consumers have high expectations from Reliance Trends regarding pricing, they expect good collection of clothes at much cheaper price.

•A lot of awareness programs may help in getting better footfalls.

THANK YOU