Introduction Indian retail industry The Indian retail industry is largest among all the industry, accounting for

or over 10% of the countrys GDP and 8% of the employment. AT Kearney, the well-known international management consultancy, recently identified India as the first most attractive retail destination globally from among thirty emergent markets The entry of foreign and Indian retail giants like Wal-Mart, Metro, Reliance, Birla, Tata etc. made Indian market more competitive which is at cut throat level. The retail industry in India has come forth the most dynamic and fast paced industry with several players entering the market But all of the entrant have not tasted success because of heavy initial investment that are required to break even and compete with other companies and compete with them The Indian retailing industry is gradually inching its way towards becoming a next boom industry Modern retailing has entered in retail market in India in the form of multi storied malls and huge complexes offering shopping, entertainment and food in one roof. Company detail Reliance is quite different. Reliance has developed such huge amount of resources and capital over the years that whenever it steps into any segment it is not required to wait for growing signal, thats why it always thinks of expanding without any boundaries. Reliance is gearing up to revolutionize the retailing industry in India. Towards this end, Reliance is aggressively working on introducing a pan-India network of retail outlets in multiple formats.

Formats of Reliance RETAI L are Reliance Fresh, Reliance Mart ,Reliance Digital, Reliance Trendz, Reliance Footprint ,Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super

Reliance fresh is the retail chain division of reliance industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores into almost every metropolitan and regional area of India. Reliance plans to invest rs 25000 cores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across the country

Reliance fresh recently opened several fresh outlets in Chennai, new Delhi, Hyderabad, jaipur, Mumbai, Chandigarh, Ludhiana increasing its total score to 40 stores.

The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products

Objectives The problem area of the project is conducting market study of reliance fresh stores of surat city Market study is an analysis of activities in a market in regard to such influences as location, demand, and competition which may or may not affect the value of property. Thus it would help me in knowing in depth market analysis of reliance fresh retail store. Research objectives are 1. To study the effectiveness of marketing strategies of reliance fresh: it would cover advertising, sales promotion, in store promotion, loyalty programme etc of reliance fresh

2. To study purchasing pattern of customers of surat city: I would include purchasing frequency, time frame, mode of payment, mostly purchased items etc. 3. preference of customers for reliance fresh in comparison with other retail outlets: Customers preference, their shopping at other outlet 4. to study the satisfaction level of customers: I would cover quality, store performance, availability of products, servises of staff .

Literature Review Article Source: http://EzineArticles.com/?expert=Dipayan_Mazumdar By Dipayan Mazumdar , New Delhi, March 29: Reliance Fresh can claim hands down that it is on top and rising. The sales have exceeded all estimates with average sale by a store being of the order of Rs five lakhs, while the company had estimated the same to be around Rs Two lakhs.The footfalls are also high being 4,000 per day. The company claims there has been overwhelming response to Reliance retail in the period under review. Looking at the very encouraging response from the public and the buyers, there are plans to commission more city distribution centers and city processing centers that will further strengthen the supply chain. Reliance group of companies say the company has so far opened 96 Reliance Fresh stores, spread over a carpet area of 2,50,000 sq ft in 96 outlets in different parts of the country .

Benefit of study The company would come to know how many percentage of the customers are satisfied with reliance fresh. It would help the company know what kind of changes they should do attract more customers. The company would come to what items are purchased by the customers?, What are the causes of dissatisfaction for them? By keeping in mind the following points they can take corrective action. The company would come to know customers purchasing pattern The company will become aware of real quality of services provided by their company. The company would come to know which particular promotional strategy or schemes mostly attracts the customer. So that company can strive to sustain such offers. The company would come to know customers preference towards their store as compared to other outlets.

Limitations of Study

There is a limitation of time to complete the project in best possible way. We could not prepare the questionnaire in different languages for the people who dont know English. The sample size for our market study will be limited Lack of adequate experience to conduct a research.

Research methodology Research design we would chose descriptive research design as there are many causing as well as resulting variables it is based on the actual data collected and is affected by all these variables. my design would be single cross sectional research design as data would be analyzed once at a particular time interval. Sampling method: As I will be collecting responses from customers of different areas I will be using quota sampling method under non probabilistic methods of sampling .The main advantage of quota sampling is that smaller group are adequately represented well. Thus in my group of customers of particular area would be represented well I will be conducting sample survey as my units of population is small. My sample size would be 150.My sampling frame would be customers to whom I will target that is basically housewifes and students. My sample units are the customers of various areas of surat city. After deciding the method I will under go pilot survey by collecting responses from 20 housewifes . it will help me knowing that survey questionnaire has been properly designed or not. Changes can be made in

questionnaire if the responses are negative.Then after successfully conducting the pilot survey I will undertake field survey as I have used personal survey method I will personally visit to the customers and would collect responses from them by personally visiting to the customers my chances of biasness on part of customers responses would reduced as I will be present I can solve the query of the customers if they have any while filling the questionnaire

Data colIection: will be using primary data source (questionnaire) for my research analysis because in this data are collected exclusively for the purpose of research not for any other purpose. My questionnaire would be designed on the basis of my 4 objectives I would decided no of questions, type of questions, sequence of questions and wordings of questions.

Instrument for Data Collection: I will be using personal survey method under that I will be using questionnaire as my data collection instrument. 5.Data Analysis & interpretation: I have used have used frequency and percentage method with the help of cross tabulation tables for analyzing collected data and have also used graphs . 6. Budget & Schedule: It would include our transportation cost and printing expenses. 7. Nature & Form of Result: The outcome of our research would be in the form of findings and conclusions. Bibliography : http://ezinearticles.com/?Reliance-Retail---A-Runaway-Success&id=507519 www.ril.com www.relianceretail.com