A PROJECT REPORT

ON
“ANALYSING CONSUMER BEHAVIOUR IN
RETAIL ENVIRONMENT”

Submitted in partial fulfilment of the requirement for

“MASTERS OF BUSINESS ADMINISTRATION”
IN
REGIONAL COLLEGE OF MANAGEMENT
BHUBANESWAR

UNDER THE GUIDANCE OF

Prof. ANKITA MISHRA
Asst. Prof. in MARKETING, RCM, BBSR

SUBMITTED BY
ROCKY PATRA
Regd.No.:2306247059

Session (2023-2025)
 DECLARATION

I, Mr. Rocky Patra hereby declare that the Summer Internship Project Report
work entitled “Analysing Consumer Behaviour in Retail Environments” being
submitted for the partial fulfilment for the requirement of MBA (Session 2023-
2025) to Regional College of Management, Bhubaneswar is the record of
original work done by Me. No part of the content of this report has been
submitted to any Institution / University for the Award of any other Degree
before. Previous works in this field have been duly acknowledged as and when
they have been referred.

Place - Bhubaneswar
Date -

Signature of the Student

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 ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep regards to my

Guide, Prof. Ankita Mishra, Asst. Prof. in MARKETING, Regional College of
Management, Bhubaneswar, for his exemplary guidance, monitoring and
constant encouragement throughout the course of this project.

The blessing, help and guidance given by his time to time shall carry me a long
way in the journey of life on which I am about to embark.

Finally, I would like to thank my parents and my friends for their support and
guidance without which my project would have never been completed
successfully.

Rocky Patra

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 CONTENT

Chapters Topics Page No.

1 Company profile 5-7

Introduction of study
2  Scope of study 8
 objective of study

3 Methodology and Findings 9

4 Data analysis and Interpretation 10-21

5 Summary 22

6 Conclusion 23

7 Appendix 24-25

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 COMPANY PROFILE: RELIANCE INDUSTRIES LIMITED
(RIL)

INTRODUCTION: RELIANCE RETAIL LIMITED

Reliance Retail is the retail initiative of Reliance Industries Limited and is central to the
group’s consumer facing businesses. Reliance Retail has been at the forefront of bringing
about Retail revolution in India.
Reliance Retail’s operating model unleashes the aspirational energy of the new, resurgent
India. Reliance Retail’s guiding philosophy rests on the tenets of enabling inclusion, growth
and building sustainable societal value for millions of Indians.
In a short period, it has forged strong and enduring bonds with millions of consumers by
providing them unlimited choice, outstanding value proposition, superior quality and
unmatched shopping experience across all its stores.
Reliance Retail’s growth over the years has triggered a large socio-economic transformation
on an extraordinary scale in India.
Reliance Retail has been ranked amongst the fastest growing retailers in the world. It is
ranked 53rd in the list of Top Global Retailers and is the only Indian Retailer to feature in the
Top 100. It is the largest retailer in India with the widest reach.
Reliance Retail has 304 million registered customers buying across all its formats. It recorded
more than 1.06 billion footfalls across all its stores in FY24, a scale unmatched by any other
retailer in India. With nearly 1.26 billion transactions in FY24, Reliance Retail operates at a
scale unparalleled in the Indian retail industry and continues to enrich the quality of lives of
millions of Indians every day. Reliance Retail has adopted a multi-prong strategy and
operates a wide array of store formats that cater to planned shopping needs, as well as daily
or occasional needs of the customers across major consumption baskets of Grocery,
Consumer Electronics, Fashion & Lifestyle and Pharma.
In Grocery consumption basket, Reliance Retail operates Fresh Signature, Smart superstore,
Smart Bazaar, Smart Point, Freshpik, Shree Kannan Departmental, 7-Eleven and Jayasurya
stores focused on food, fresh produce, bakery, dairy products, home and personal care
products, as well as general merchandise items.
With an ambition to help every Indian household get access to quality products at reasonable
price points, Reliance Consumer Products Limited, the company’s FMCG arm, has built a
strong portfolio ranging from Campa, Raskik and Sosyo in the beverage category to Enzo,
Glimmer, Puric, Get Real and Dozo in the home & personal care segment. Under the
Independence brand, it offers a wide range of daily essentials to Indian consumers at
exceptional value.

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In Pharma, Reliance Retail addresses both online and offline needs of Indian consumers
through Netmeds digital platform and a fast-expanding range of Netmeds freestanding stores.
Reliance Retail has strengthened its presence in the beauty space with Tira, an omni-channel
beauty retail platform that offers a seamless and personalized shopping experience to beauty
enthusiasts across India by offering them a fine selection of global and indigenous beauty
brands.
In Consumer Electronics, Reliance Retail operates Reliance Digital and MyJio Store formats
offering a wide range of consumer electronics, home appliances, computing and mobility
products, latest gadgets and accessories. These stores are backed by resq, a full-fledged
service organisation and India’s only ISO 9001 certified electronics service brand.
In Fashion & Lifestyle, Reliance Retail operates a portfolio of formats that serves customers
across value, mid, premium and luxury segments. Reliance Retail operates Trends, Trends
Woman, Trends Man, Trends Footwear, Yousta, Avantra by Trends, Azorte, Centro, Reliance
Jewels, Hamleys formats and a portfolio of more than 50 marquee international brands such
as GAP, Armani, Burberry, Diesel, GAS, Marks & Spencer, Superdry, Brooks Brothers, Steve
Madden and more.
Reliance Retail has a strong presence in digital commerce channels led by AJIO, a fashion &
lifestyle destination store bringing the best of national and international brands to customers’
doorsteps and Jiomart, a cross-category horizontal platform that leverages the wide network
of Reliance Retail’s stores and well-established supply chain infrastructure. Reliance Retail
reported a turnover of Rs. 306,786 crores for the financial year 2023-24. As on March 31,
2024, Reliance Retail operated 18,836 stores with a retail area of over 79.1 million sft.

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VISION
To be the most admired and successful organized retail company in India that materially
enhances the quality of life of every Indian by providing unprecedented affordability,
quality and choice being the partner of choice in creating prosperity for Indian farmers and
other vendor partners unleashing the power of the Indian workforce through the generation of
new & attractive employment opportunities

MISSION
To work constantly to encourage employees to develop professional competency and to
accept social responsibility through the company’s safety, environmental, productivity, and
quality efforts.

RELIANCE RETAIL PORTFOLIO

 Retail Formats
 Food & Grocer
 Apparel & Footwear
 Consumer Durables &Electronics
 Furniture & Furnishings
 FMCG & Personal Care
 Lifestyle Products and Services
 Healthcare, Financial, Membership, Travel,
 Auto and Entertainment Services

Reliance Retail Business Divisions

Reliance Retail Ltd. has a number of company-owned outlets along with a franchisee format
that would be in collaboration with Kirana shop owners. Its various divisions are:
 Reliance Mart
 Reliance Fresh
 Reliance Super
 Reliance Digital
 Reliance Trends
 Reliance Wellness
 Reliance Jewels

INTRODUCTION OF THE STUDY

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Understanding how customers behave in stores is important for businesses. Consumer
behaviour is about studying why people buy things, how they shop, and what influences their
choices. By looking at this behaviour, stores can learn what customers like, how they move
through the store, and what makes them decide to buy. This can be done by watching
shoppers, asking them questions, and using technology to track their movements. With this
information, stores can arrange products better, create effective marketing, and make
shopping more enjoyable, leading to happier customers and increased sales.

HOW TO ANALYSE CONSUMER BEHAVIOUR: -

 Observation: Watching how customers interact with products in stores.
 Surveys and Interviews: Asking customers about their preferences and shopping
habits.
 Sales Data Analysis: Reviewing purchase histories to identify trends.
 Digital Analytics: Using online data and technology to track and analyse behaviour.

OBJECTIVE:

Primary Objective:
 Understand Shopping Behaviour: To learn how customers make buying decisions and
interact with products in stores.
Secondary Objectives:
 Improve Store Layouts: To arrange products better for a smoother shopping
experience.
 Enhance Marketing: To create more effective marketing based on customer
preferences.
 Increase Customer Satisfaction: To make shopping more enjoyable and meet customer
needs.
 Boost Sales: To use insights to increase sales and improve business performance.

SCOPE:

1. Types of Retail Environments: The study will focus on various types of retail
environments such as supermarkets, specialty stores, department stores, and online retail
platforms.
2. Demographic Focus: The project will target a diverse demographic range to capture
insights across different age groups, income levels, and shopping preferences.
3. Research Methods: Employ a mix of quantitative and qualitative research methods,
including surveys, interviews, focus groups, and observational studies, to gather
comprehensive data.
4. Geographical Coverage: The study will consider retail environments in urban, suburban,
and rural settings to account for regional variations in consumer behaviour.

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5. Timeframe: The analysis will cover a specified timeframe to capture seasonal variations
and potential changes in consumer behaviour over time.

METHODOLOGY AND FINDINGS

NEEDS: -
Studying consumer behaviour helps businesses understand what customers want, improve
store layouts, and create better marketing strategies. It also enhances the shopping experience
and boosts sales by staying aligned with changing trends.
SCOPE OF THE STUDY: -
This study looks at how customers choose what to buy, how they move around in stores, and
how they react to ads. It also explores how these things impact their shopping experience and
sales, and how to keep up with new shopping trends.
OBJECTIVE OF THE STUDY: -
The objective of this study is to understand how customers make buying decisions and
interact with products in stores. It aims to improve store layouts, create better marketing
strategies, enhance the shopping experience, and increase sales by using insights into
customer behaviour.

OBSERVATIONS
Observation involves watching how customers interact with products and navigate the store.
This includes noting their movements, browsing patterns, and how they respond to store
layout and displays. By observing these behaviours, retailers can identify popular products,
understand shopping habits, and make improvements to enhance the shopping experience.

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 DATA ANALYSIS AND INTERPRETATION
 Interpretation 1: -
The largest group is aged between 18 and 35 years, comprising 76 individuals. This
indicates that the majority of the population in the dataset falls within this younger
age bracket. The group aged between 35 and 65 years is much smaller, consisting of
only 9 individuals. This suggests a smaller portion of the population falls within the
middle-aged range. Individuals above 65 years of age are the smallest group, with
only 1 individual falling into this category. This indicates that very few people in the
dataset are elderly.

Age No. of Customers

18 - 35 76
35 - 65 9
Above 65 1

AGE WISE CUSTOMER DISTRIBUTION

10% 1%

18 - 35
35 - 65
Above 65

 Interpretation 2: -
88%

The dataset contains more females (54) than males (32). The ratio of females to males
in this dataset is approximately 1.69:1 (54/32). The dataset skews towards females,
with nearly twice as many females as males. Understanding the gender distribution
can provide insights into various aspects such as consumer behaviour, health
outcomes, or workforce composition depending on the context of the dataset.

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 Gender No. of Customers
Female 54
Male 32

GENDER

37%

Female
Male
63%

 Interpretation 3: -
The data indicates that the majority of customers (58) have a bachelor's degree,
making it the largest group, followed by those with a master's degree (17). A smaller
portion of customers (7) have only a high school education, and an even smaller
group (4) falls into the "Other" category, which includes alternative educational
backgrounds. This distribution suggests that the product or service primarily appeals
to individuals with higher education levels, particularly those with bachelor's and

11
 master's degrees, while being less attractive to those with only high school education
or unconventional educational paths.

Education level No. of Customers

Bachelor's Degree 58
High School 7
Master's Degree 17
Other 4

EDUCATION LEVEL
5%
20%

8%
67%

Bachelor's Degree High School

Master's Degree Other

 Interpretation 4: -
The data reveals that the largest segment of customers (46) falls within the lowest
annual household income bracket of under Rs. 2,50,000, indicating a strong appeal to
lower-income groups. The next significant group (28) earns between Rs. 2,50,000 and
Rs. 5,00,000 annually. A smaller segment (11) has an income between Rs. 5,00,000
and Rs. 10,00,000, and only 1 customer earns above Rs. 10,00,000 annually. This

12
 distribution suggests that the product or service is most attractive or accessible to
lower-income households, with decreasing appeal as income levels rise.

Annual Household Income No. of Customers

Rs. 2,50,000 - Rs. 5,00,000 28
Rs. 5,00,000 - Rs. 10,00,000 11
Above Rs.10,00,000 1
Under Rs. 2,50,000 46

ANNUAL HOUSEHOLD INCOME

33%

53%

13%

1%
Rs. 2,50,000 - Rs. 5,00,000 Rs. 5,00,000 - Rs. 10,00,000
Above Rs.10,00,000 Under Rs. 2,50,000

 Interpretation 5: -
The data indicates that the majority of customers (49) shop on a weekly basis,
suggesting a high frequency of engagement with the product or service. A smaller
portion (17) shops monthly, while 15 customers shop every few months, indicating
moderate engagement levels. Only 5 customers shop yearly, representing the least

13
 frequent engagement. This distribution suggests that the product or service is most
popular among customers who prefer to shop frequently, particularly on a weekly
basis, highlighting a trend of regular and consistent usage among the majority of
the customer base.

Shopping frequency No. of Customers

Every few months 15
Monthly 17
Weekly 49
Yearly 5

SHOPPING FREQUENCY
6%
17%

20%

57%

Every few months Monthly

Weekly Yearly

 Interpretation 6: -
The data shows that the largest number of customers (56) purchase clothing,
indicating that it is the most popular product category. Beauty products follow with 17
customers, suggesting a significant but smaller interest. Accessories and the "Other"
category each attract 5 customers, while footwear is the least popular, with only 3

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 customers. This distribution suggests that clothing is the primary draw for customers,
with beauty products also having a notable presence, while accessories, footwear, and
other products cater to niche markets within the customer base.

Categories Product No. of Customers

Accessories 5
Beauty Products 17
Clothing 56
Footwear 3
Other 5

CATEGORIES PRODUCT
60

50

40

30

20

10

0
Accesories Beauty Clothing Footwear Other
Products

 Interpretation 7: -
The data indicates that the majority of customers (60) rate the product quality as
excellent, demonstrating a high level of satisfaction. Another 17 customers consider
the quality to be good, showing a favourable perception. A smaller group of 7
customers rate the product as average, and only 2 customers view the product quality
as poor. This distribution suggests that overall, customers are highly satisfied with the

15
 product quality, with the vast majority rating it as excellent or good, and very few
expressing dissatisfactions.

Quality of Product No. of Customers

Average 7
Excellent 60
Good 17
Poor 2

Value for money No. of Customers

Excellent 58
Fair 4
Good 22
Poor 2

QUALITY OF PRODUCT

60

50

40

30

20

10

0
Average Excellent Good Poor
 Interpretation 8: -
The data shows that the majority of customers (58) rate the value for money as excellent,
indicating strong satisfaction with the price relative to the product's worth. Another 22
customers consider it good, suggesting a positive perception. Only 4 customers rate it as fair,
and just 2 customers think it offers poor value for money. This distribution suggests that most

16
customers feel they are getting excellent or good value for their money, with minimal
dissatisfaction, highlighting the product's strong perceived affordability and worth.

VALUE FOR MONEY

60

50

40

30

20

10

0
Excellent Fair Good Poor

 Interpretation 9: -
The data indicates that a significant majority of customers (59) are very likely to
recommend the product to others, showing a high level of satisfaction and confidence
in its quality. An additional 23 customers are likely to recommend it, reinforcing the
positive perception. Only 4 customers are neutral, indicating they neither strongly
endorse nor disapprove of the product. This distribution suggests that overall,

17
 customers are highly satisfied and enthusiastic about the product, with most willing to
advocate for it to others, which bodes well for word-of-mouth marketing and
customer referrals.

Recommendations to Others No. of Customers

Likely 23
Neutral 4
Very Likely 59

RECOMMENDATIONS TO OTHERS

27%

5%

69%

Likely Neutral Very Likely

 Interpretation 10: -
The data reveals that the vast majority of customers (65) find it very easy to locate the
product in the shop, indicating an effective store layout or product placement strategy.
Another 14 customers find it easy, further confirming the accessibility of the product.
Only a small number of customers (5) experience difficulty in finding the product,

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 and 2 customers are neutral. This distribution suggests that the product is generally
very easy to find in the shop, enhancing the overall shopping experience and
potentially increasing customer satisfaction and purchase frequency.

Easy of finding product in shop

No. of Customers
Difficult 5
Easy 14
Neutral 2
Very easy 65

EASY FINDING OF PRODUCT IN SHOP

6%
16%

2%

76%

Difficult Easy Neutral Very easy

 Interpretation 11: -
The data indicates that the vast majority of customers (67) rate the check-out process
as very fast, suggesting a high level of efficiency and satisfaction. An additional 15
customers find the process fast, further confirming its effectiveness. Only 1 customer
rates the check-out process as slow, and 3 are neutral. This distribution implies that

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 the check-out process is highly efficient for nearly all customers, contributing
positively to their overall shopping experience.

Check-out Process No. of Customers

Fast 15
Neutral 3
Slow 1
Very Fast 67

CHECK-OUT PROCESS

No. of Customers

15

0 10 20 30 40 50 60 70 80

Very Fast Slow Neutral Fast

 Interpretation 12: -
The data shows that the majority of customers (61) rate their shopping experience as
excellent, indicating a high level of satisfaction with the overall shopping process.
Another 23 customers describe their experience as good, suggesting a generally

20
positive perception. Only 2 customers rate their shopping experience as fair,
indicating very few instances of dissatisfaction. This distribution suggests that overall,
customers are highly satisfied with their shopping experience, with most finding it
excellent and a significant portion finding it good, reflecting well on the service and
environment provided.

Shopping Experience No. of Customers

Excellent 61
Fair 2
Good 23

SHOPPING EXPERIENCE
70

60

50

40

30

20

10

0
Excellent Fair Good

SUMMARY

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Analysing consumer behaviour in retail environments involves studying how customers make
purchasing decisions, interact with products, and navigate stores. This analysis helps retailers
understand customer preferences, improve store layouts, and develop effective marketing
strategies. By observing shopping patterns and gathering feedback, retailers can enhance the
shopping experience, increase customer satisfaction, and boost sales.
 Educational Background: The majority of customers (58) have a bachelor's degree,
making this the largest educational group. Those with a master's degree (17) form the
second largest group. Customers with only a high school education (7) and those with
alternative educational backgrounds (4) make up smaller segments. This distribution
suggests that the product or service primarily appeals to individuals with higher education
levels.
 Income Levels: The product or service has a strong appeal to lower-income groups, with
the largest segment of customers (46) earning under Rs. 2,50,000 annually. Another
significant group (28) earns between Rs. 2,50,000 and Rs. 5,00,000. A smaller portion
(11) has an income between Rs. 5,00,000 and Rs. 10,00,000, while only 1 customer earns
above Rs. 10,00,000 annually. This suggests the product or service is most attractive or
accessible to lower-income households.
 Shopping Frequency: The majority of customers (49) engage with the product or service
on a weekly basis, indicating high frequency and regular usage. A smaller portion of
customers (17) shop monthly, and 15 customers shop every few months, showing
moderate engagement levels. Only 5 customers shop yearly, indicating the least frequent
engagement. This distribution highlights the product or service's popularity among those
who prefer frequent shopping.
 Product Categories and Satisfaction: Clothing is the most popular product category,
purchased by 56 customers. Beauty products attract 17 customers, while accessories and
items in the "Other" category each have 5 customers. Footwear is the least popular, with
only 3 customers. The majority of customers (60) rate the product quality as excellent,
and another 17 consider it good. A small number of customers rate the product quality as
average (7) or poor (2). Most customers (58) also rate value for money as excellent, with
22 considering it good, and very few rating it as fair (4) or poor (2).
 Customer Experience and Accessibility: The majority of customers (61) rate their
overall shopping experience as excellent, and another 23 rate it as good, indicating high
satisfaction levels. Most customers (65) find it very easy to locate the product in the store,
and an additional 14 find it easy. A small number of customers experience difficulty (5) or
are neutral (2). The check-out process is rated as very fast by 67 customers and fast by 15
customers, with only 1 customer finding it slow. Additionally, a significant majority of
customers (59) are very likely to recommend the product, and another 23 are likely to
recommend it, reflecting high levels of satisfaction and confidence in the product.

CONCLUSION

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Analysing consumer behaviour in retail environments is essential for understanding the
complexities of how customers make purchasing decisions and interact with the retail space.
This analysis provides valuable insights into customer preferences, shopping habits, and
responses to various store elements, such as product placement and store layout. By
observing customer behaviour, retailers can identify key patterns and trends that influence
buying decisions. For example, tracking how customers navigate the store and what catches
their attention helps in designing more effective store layouts and optimizing product
placement. Understanding customer reactions to marketing efforts allows for the creation of
targeted and impactful promotional strategies. More-over, insights from consumer behaviour
analysis can significantly enhance the overall shopping experience. By addressing issues
identified through observation and feedback, retailers can make informed changes to improve
customer satisfaction. This includes adjustments to store design, enhancing product visibility,
and ensuring a more enjoyable shopping environment. In summary, a thorough analysis of
consumer behaviour equips retailers with the knowledge needed to better meet customer
needs and preferences. This, in turn, leads to improved customer satisfaction and increased
sales. The ability to adapt to evolving consumer trends and behaviours is crucial for
maintaining competitiveness and achieving long-term success in the retail industry.

APPENDIX

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 QUESTIONNAIRE
1. What is your age?
 Under 18
 18 - 35
 35 - 65
 Above 65
2. What is your gender?
 Male
 Female
 Prefer not to say
3. What is your highest level of education?
 High School
 Bachelor's Degree
 Master's Degree
 Other
4. What is your annual household income?
 Under ₹2,50,000
 ₹2,50,000 - 5,00,000
 ₹5,00,000 - 10,00,000
 Above ₹10,00,000
5. How often do you shop at Reliance Trends?
 Weekly
 Monthly
 Every few months
 Yearly
6. What category of products do you purchase most frequently from Reliance Trends?
 Clothing
 Footwear
 Accessories
 Beauty Products
 Other
7. How would you rate the overall quality of the product at Reliance Trends?
 Excellent
 Good
 Average
 Poor
8. How would you rate the value for money at Reliance Trends?
 Excellent

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  Good
 Fair
 Poor
9. How likely are you to recommend Reliance Trends to others?
 Very Likely
 Likely
 Neutral
 Unlikely
10. How would you rate easy of finding products in the stores / website?
 Very easy
 Easy
 Neutral
 Difficult
11. How would you rate the check-out process at Reliance Trends?
 Very Fast
 Fast
 Neutral
 Slow
12. How would you rate overall shopping experience at Reliance Trends?
 Excellent
 Good
 Fair
 Poor

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