The project titled ‘A
Study on the effective promotional strategy influences customer for the
products in Reliance Super Market’ helps to understand the effect of
promotional strategy which is responsible for attracting customers towards
reliance super market. This study is helpful to top level management to improve
the present promotional strategy of RELIANCE FRESH.
The project was carried out
as per the steps of Marketing Research. The well supportive objectives were set
for the study. To meet the objectives primary research was undertaken. The data
collection approach adopted was experimental research & survey research. The
instrument used for the data collection was observation & questionnaire.
The target respondents were the visitors of the Retail Stores, with the sample
size of 200 for the study of sales management of the company. Tables &
charts were used to translate responses into meaningful information to get the
most out of the collected data. Based on those the inferences have been drawn
with peer supportive data.
sales promotion, techniques of sales promotion, building materials, customers
OF THE STUDY:
is an important marketing force that provides extra incentives for short term sales.
Promotion plays an important role with advertisements and selling efforts.
role and mechanics of promotion
are an extremely valuable tool for the marketing of goods. Like all other tools,
promotions can make a valuable contribution to marketing.
function: The function of promotion is to accelerate action
stated by other marketing activities. Promotion acts as a catalyst to
accelerate action, primarily on the part of the consumer. It supplements, but
is not a substitute for, advertising and selling efforts.
to use promotion:
The need for
promotion varies because
1. A brand’s
quality is inferior to competition;
2. A brand’s
advertising is not as persuasive as competitive copy; or
3. A new brand is
types of Customers Promotion:
Distribution of free special or regular size package to consumers
Distribution of certificates with a stated monetary or merchandize value which
the consumer redeems through a retailer towards the purchase of the specified
Demonstrations: An illustration or demonstration of how a product is prepared and/or
used, frequently involving consumer tasting of food products and usually involving
the presence of a home economist or other trained representative.
4. Price packs:
Offers to consumers of savings off the regular price of a product, flagged on
the label. Ex: A reduced price packs.
5. Free trials:
Inviting customers for free trials of products without cost.
Fresh is the retail
convenience store of Relianc Industries of India which
is moved by Damodar Mall. Reliance investment is in excess of Rs.300 billion (US$4.0 billion) in the
next 5 years in their retail division. The company already has 1700 Reliance Fresh
outlets across the world. These stores sell vegetables and fresh fruits, groceries,
fresh juice, bars and dairy products.
A typical Reliance Fresh store is approximately 4000–5000
square feet and caters to a catchment area of 3–4 km.
Fenwick 1974; Jain & Etgar 1976: King & Ring 1980; Chowd hury et al
1998), with some research efforts having attempted to explore the evolution of
store image formation( Mazursky and Jacoby 1986); and others seeking to conduct
a meta-analysis of retail patronage studies (Pan & Zin khan 2006). However,
the existing literature did not retail image. Consumers’ perception of
store image is based, in part, on functional qualities that the store may
possess, and by other, less tangible or psychological attributes (Lindquist
1974). Lindquist analyzed over 20 studies dealing with store image formation
and identified 35 different aspects that in reveal any prior studies where
clustering techniques had been used to study consumers’ perceptions of is to fluence
store image formation. These were grouped into nine broad categories,
including: merchandise, service, clientele, physical facilities, convenience,
promotion, store atmosphere, institutional attributes, and post-transaction satisfaction.
Mazursky and Jacoby (1986) conducted
a similar analysis and verified that “merchandise related aspects” (such as
quality, pricing and assortment), and “service related aspects” (such as
quality in general and salesperson’s service) are among the most important components
of store image. A 1994 study by Baker,
Grewal and Parasuraman confirmed that “the store image literature
suggests there are linkages between merchandise and service quality, and store
image.” A later study by Baker, Grewal
and Voss (2002) also confirmed that service quality was a key
determinant of store image. Given the prevalence in the literature of
merchandise and service as two key determinants in the formation of store
image, these two attributes were selected for this present study to gauge
consumer’s perceptions of retail stores. These attributes were incorporated in
this study by obtaining consumer similarity judgments on retailers’ “service
quality” and “merchandise quality”. The clustering of retail stores based on
these two attributes will yield a better understanding of competition within the
retailing industry. This is of interest from a strategic marketing standpoint
in that many off-price retailers carry the same quality merchandise as other,
higher priced retailers (namely, department stores and specialty stores). In
previous years, competition within the retail sector was more clearly
delineated in that department stores tended to compete with other department
stores; and in general, stores of a specific type tended to compete with like stores
in reality, these distinctions (at least with regards to merchandise quality)
may not be as clear today since off-price retailers often carry the same
merchandise as specialty and department stores. No longer can the competition
be viewed as narrowly – merely by store type – as it had been in the past for
purposes of marketing strategy development. Off-price retailers strive to
convince consumers that their product quality is comparable to that of department
stores. This study will enable us to confirm whether consumer perceptions of product
quality will also yield information that would be of strategic interest to
test the effectiveness of the communication of the offers to the consumers
test the awareness level among public with respect to offers of Reliance Fresh
assess the attractiveness of the offers to customers at Reliance Fresh
find out the competitive differences of Reliance Fresh with other Retail competitors.
(From questionnaire and personal interaction)
approach: Survey method.
Customers of Reliance Fresh
method: Convenience sampling
Size: 200 customers