effectivness of promotional schemes in reliance mart

8/22/2019 Effectivness of Promotional Schemes in Reliance Mart

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PREPERED BYSAVAN BHATT

MBA-RM-II

ROLL NO-03


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Reliance mart is the convenient store format which formspart of the retail business of Reliance Industry which isheaded by Mr. Mukesh Ambani.

The company already has in excess of 9 Reliance Martacross the country

These stores shell Fresh fruits and Vegetables, Staples,Grocery, Dairy Product, Electronic Product, ClothingProduct, Home care & Personnel care products, etc

Through Reliance One, RRLs loyalty membership

program, RRL enjoys the patronage of over 6.75 millioncustomers.

RRL currently has more than 1000 retail stores across allformats.

Marks and Spencer & Reliance Retail plans 15 stores by


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The Indian retail market is currently estimated at around $450

billion.

As per the India Retail Report for the fourth-quarter of 2011, totalretail 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 tradegenerating an additional employment to an additional 5.5 millionpeople

The Indian retail market has witnessed consistent growth over thelast few years, maintaining its share of around 15% of the GDP atcurrent prices


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Promotion is a short term activity designed to providebenefits to customers in order to increase sale.

Reliance Mart runs various promotional schemes like HotOffer, Save, Buy 1 Get 1 Free, Buy 1 Get 2 Free, Buy 2Get 1 Free, Star of the Week.


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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 ofcustomers 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


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Primary Objective

To study the effectiveness of promotional schemes inReliance Mart

Secondary Objective

To study the most preferred mode of communicationof promotional offers at Reliance Mart

To study the awareness level among customers withrespect to offers of Reliance Mart

To assess the attractiveness of the offers forcustomers at Reliance Mart


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H1- There is no relationship between demographic Variablesand product categories preferred for promotional offers bycustomers at Reliance Mart

H2- There is no relationship between frequency of visit andItems purchased at Reliance Mart

H3- There is no relationship between Demographic Variable

and promotional Schemes

H4- There is no relationship between demographic variablesand respondents views on promotional offers


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(1) H1- There is no relationship between demographic Variables andproduct categories preferred for promotional offers bycustomers at Reliance Mart

(a) Age and promotional offers

ANOVApromotional offers

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

(b) Education and Promotional offers


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


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(C) Occupation and Promotional offers



(d) Income and Promotional offers

ANOVApromtionl offers



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(e) Gender and Promotional offers

Group StatisticsGender of

RespondentN Mean Std.

DeviationStd. Error

Mean

promtionl offersMale 154 5.57 .781 .063Female 71 5.55 .776 .092

Independent Samples Test

Levene's

Test for

Equality of

Variances

t-test for Equality of Means

F Sig. t df Sig.(2-

tailed)Mean

Differe

nceStd.

Error

Differe

nce

95%

Confidence

Interval of the

DifferenceLower Upper

promotional offers

Equal variances

assumed .057 .812 .117 223 .907 .013 .112 -.207 .233Equal variances not

assumed .118137.04

6 .907 .013 .111 -.207 .234


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(2) H2- There is no relationship between frequency of visit and Itemspurchased at Reliance Mart

ANOVA

Item PurchasedSum of Squares df Mean Square F Sig.

Between Groups 15.346 4 3.836 5.766 .000Within Groups 146.383 220 .665Total 161.729 224


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(3) H3- There is no relationship between Demographic Variable andpromotional Schemes

(a) Age and Promotional SchemesANOVA

Schemes

Sum of Squares df Mean Square F Sig.

Between Groups .482 5 .096 1.634 .152Within Groups 12.927 219 .059Total 13.409 224

(b) Education and PromotionalSchemes

ANOVASchemes

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


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(c) Occupation and Promotional Schemes

ANOVASchemes

Sum of

Squaresdf Mean Square F Sig.


(d) Income and Promotional Schemes

ANOVASchemes Q8

Sum of




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(e) Gender and Promotional Schemes

Group StatisticsGender of

RespondentN Mean Std.

DeviationStd. Error

Mean

SchemesMale 154 2.50 .235 .019Female 71 2.53 .266 .032

Independent Samples TestLevene's

Test forEquality of

Variances

t-test for Equality of Means

F Sig. t df Sig. (2-tailed)

Mean

Differenc

eStd. Error

Differenc

e95%

Confidence

Interval of the


Schemes

Equalvariances

assumed2.947 .087 -.946 223 .345 -.033 .035 -.102 .036

Equal

variances

not

assumed-.903 122.1

78 .368 -.033 .037 -.106 .040


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(4) H4- There is no relationship between demographic variables andrespondents views on promotional offers

(a) Age and Respondents views on promotional offers

ANOVARespondent views on promotion offers


(b) Education and Respondents views on promotional offers





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(c) Occupation and Respondents views on promotionaloffers




(d) Income and Respondents views on promotional offers


Sum of


Between Groups .777 3 .259 .888 .448Within Groups 64.430 221 .292Total 65.207 224


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(e) Gender and Respondents views on promotional offers

Group StatisticsGender ofRespondent N Mean Std.Deviation Std. ErrorMean

Respondent views

on promotion

offers Q10Male 154 3.62 .539 .043Female 71 3.69 .542 .064

Independent Samples TestLevene's Test

for Equality of

Variancest-test for Equality of Means

F Sig. t df Sig. (2-tailed)

Mean

DifferenceStd. Error

Difference95%

Confidence

Interval of the


Respondent

views on

promotion

offers

Equal

variances

assumed.035 .853 -

.859 223 .392 -.066 .077 -.219 .086Equal

variances

not

assumed-

.856 135.354 .393 -.066 .078 -.220 .087


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MAY 2012 SCHEMES MAY 2013 SCHEMES

4 days mega event 5 days specialSummer of saving Mother day special

Kitchen special Akshya tritiyaBack to school Summer of saving

Baby special Back to schoolMango festival Baby special

Mango specialBudhbar special (food & non-

food fmcg)

SEGMENT COMPARISONGROWTH RATE

GENERAL

MERCHANDISE 15.3%

FOOD 33.7%

FMCG-NON FOOD 36.5%

LIFESTYLE -10.1%

TOTAL COMPARISON

GROWTH RATE23.6%


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Majority of the customers surveyed were aware of the Promotionaloffers at Reliance Mart

Newspaper and leaflets are the most effective mode forcommunication

Most of the customers visit Reliance Mart once in a Month forshopping

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 purchaseproducts from Reliance Mart

Price of products at Reliance Mart is higher than the D Mart, but lower


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From the study it was found that most of the customers areavailed offers running in reliance mart during their visits.Combo offer schemes is more attract customers comparingthe other schemes. Coupons never attract customers topurchase products from Reliance Mart.

I found that product quality and product range are good inReliance Mart comparing to D mart, Big Bazaar and StarBazaar. Ambience is good in Reliance Mart that customersare attracting to come again and again for shopping. I foundthat customers are neutral and disagree that they are

understand promotional offers in Reliance Mart.

Overall customers are positive about promotional offers andthey visit again in the store for shopping.


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18.67% of the surveyed customers were not aware of

promotional offers, so the Company should ensure thatmaximum customers know about promotional offers visitingReliance Mart and there should make aware of offers togeneral public.

The duration of the discount offers and combo offers mustbe increased, so that more number of customers can availthe benefit.

Most of the customers prefer Clothing (85%), Food (92%)

and Groceries (87%), the Company has to attract thecustomers towards and electronic items and Bakeryproducts.

Promotion schemes should be clearly communicated to

customers so that they can understand it easily.


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effectivness of promotional schemes in reliance mart

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