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
PRITAM CHOUDHURI
Regd.No:2306247054
Session (2023-2025)
 DECLARATION

I, PRITAM CHOUDHURI hereby declare that the Summer Internship Project

Report work entitled “ANALYSING CONSUMER BEHAVIOUR IN RETAIL
ENVIRONMENT” 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
COMPANY CERTIFICATE
INTERNAL CERTIFICATE
 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.

Pritam Choudhuri
 CONTENT

Chapters Topics Page No.

1 Company profile 6-10

Introduction of study
2 11-16

3 Methodology and Findings 17

4 Data analysis and Interpretation 18-32

5 Summary 33

6 Conclusion 34

7 Appendix 34-37
CHAPTER 1

COMPANY
PROFILE
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.

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 soft.

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
 CHAPTER 2
INTRODUCTION

1
 INTRODUCTION

Understanding consumer behaviour is crucial for success in the retail industry. The retail
environment is a dynamic space where businesses must continually adapt to changing consumer
preferences, technological advancements, and market trends. Analyzing consumer behaviour
involves studying how individuals make decisions about purchasing products and services, what
influences these decisions, and how these behaviours can be predicted and influenced.

Consumer behaviour in retail is influenced by a myriad of factors, including cultural, social,

personal, and psychological elements. The retail environment itself—comprising store layout,
product placement, pricing strategies, and promotional activities—plays a significant role in shaping
consumer decisions. Additionally, the rise of e-commerce and digital platforms has transformed
traditional shopping behaviours, creating new opportunities and challenges for retailers.

By analyzing consumer behaviour, retailers can gain insights into customer preferences, identify
emerging trends, and develop strategies that enhance customer satisfaction and loyalty. This analysis
not only helps in improving the shopping experience but also in optimizing marketing efforts,
inventory management, and overall business performance. As the retail landscape continues to
evolve, understanding consumer behaviour remains a key factor in driving retail success

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

SWOT ANALYSIS
Strengths:

1. Deep Insights into Consumer Preferences: By analyzing consumer behavior, retailers can gain
valuable insights into what drives purchasing decisions, allowing for more targeted marketing
and product offerings.
2. Personalization Opportunities: Understanding consumer behavior enables retailers to offer
personalized experiences, which can increase customer satisfaction and loyalty.
3. Data-Driven Decision Making: Analysis of consumer behavior can lead to more informed
decisions regarding inventory management, store layout, and promotional strategies.
4. Competitive Advantage: Retailers who effectively analyze and act on consumer behavior can
differentiate themselves from competitors, leading to increased market share.

Weaknesses:

1. Data Overload: Collecting and analyzing vast amounts of consumer data can be overwhelming
and may lead to information overload if not managed properly.
2. Privacy Concerns: Detailed analysis of consumer behavior may raise privacy issues, leading to
consumer mistrust or regulatory challenges.
3. High Costs: Implementing systems to collect, analyze, and act on consumer behavior data can
be costly, particularly for smaller retailers.
4. Complexity in Interpretation: Consumer behavior is influenced by a wide range of factors,
making it difficult to interpret data accurately without advanced tools and expertise.
Opportunities:

1. Adoption of Advanced Technologies: The integration of AI, machine learning, and big data
analytics can enhance the accuracy and efficiency of consumer behavior analysis.
2. Omnichannel Strategies: Understanding consumer behavior across various channels (online and
offline) can help retailers create seamless shopping experiences.
3. Enhanced Customer Engagement: By understanding the customer journey, retailers can engage
with consumers more effectively through personalized marketing, loyalty programs, and
tailored promotions.
4. Market Expansion Insights from consumer behavior can help retailers identify emerging trends
and expand into new markets or product lines.

Threats:

1. Changing Consumer Preferences: Rapid changes in consumer behavior can make it challenging
for retailers to keep up, potentially leading to missed opportunities or inventory issues.
2. Economic Downturns: Economic instability can alter consumer behavior unpredictably,
affecting purchasing power and demand for certain products.
3. Increased Competition: Competitors who are also analyzing consumer behavior may
implement similar strategies, reducing the competitive advantage.
4. Regulatory Challenges: Stricter data protection regulations (e.g., GDPR) may limit the ability
to collect and analyze consumer data, impacting the effectiveness of behavior analysis.

PESTLE ANALYSIS
Political Factors:
1. Government Policies: Regulations on trade, taxation, and tariffs can influence consumer
spending and the pricing strategies of retailers.
2. Stability: Political stability in a country affects consumer confidence and spending habits. For
example, instability may lead to reduced consumer spending.
3. Regulation: Policies related to labor laws, consumer rights, and product safety can affect how
consumers interact with retail businesses.

Economic Factors:
1. Economic Growth: The overall economic health of a region or country directly impacts
consumer purchasing power and retail sales. In times of economic prosperity, consumer
spending typically increases, whereas in recessionary periods, spending may decline.
2. Inflation Rates: High inflation can reduce disposable income, affecting consumer behavior as
they become more price-sensitive.
3. Unemployment Rates: Higher unemployment reduces disposable income and consumer
spending, negatively impacting retail sales.
4. Exchange Rates: Fluctuations in currency exchange rates can affect the prices of imported
 goods, influencing consumer purchasing decisions.
Social Factors
1. Demographics: Changes in population age, gender, income levels, and cultural backgrounds
can shape consumer preferences and demand for different types of products.
2. Lifestyle Changes: Increasing health consciousness or the trend towards online shopping
significantly impacts retail consumer behavior.
3. Social Influences: Peer pressure, social media, and celebrity endorsements can heavily
influence consumer choices in the retail environment.

Technological Factors
1. E-commerce: The rise of online shopping has revolutionized consumer behavior, with more
consumers preferring the convenience of shopping from home.
2. Mobile Technology: The use of smartphones and mobile apps has transformed how consumers
engage with retailers, from price comparisons to personalized marketing.
3. AI and Big Data: Retailers are increasingly using artificial intelligence and data analytics to
understand consumer behavior and tailor their offerings.
4. Payment Technologies: Contactless payments, digital wallets, and cryptocurrencies are
changing how consumers make purchases.

Legal Factors
1. Consumer Protection Laws: Regulations that protect consumers from fraud and ensure product
safety can build consumer trust, affecting purchasing behavior.
2. Advertising Regulations: Laws that govern how products can be marketed can influence
consumer perceptions and choices.
3. Data Privacy Laws: As retailers collect more consumer data, they must navigate privacy laws
that can impact how they market to and engage with consumers.

Environmental Factors
1. Sustainability: Consumers are increasingly concerned with the environmental impact of their
purchases, leading to a rise in demand for eco-friendly products and sustainable practices in
retail.
2. Climate Change: Changing weather patterns and environmental regulations may affect product
availability and consumer behavior, especially in sectors like agriculture and food retail.
3. Resource Availability: Scarcity of natural resources can drive up costs and affect consumer
choices, particularly in industries reliant on raw materials.
 CHAPTER 3

RESEARCH
METHODOLOGY
 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.

1
9
 CHAPTER 4
DATA ANALYSIS
DATA ANALYSIS AND INTERPRETATION

1. What is age
A. Under 18
B. 18-29
C. 30-44
D. 45-65
E. 65 and above

FINDINGS
Table 1
AGE GROUP NO. OF PERCANTAGES
RESPONSE
Under 18 0 0
18-29 35 68.6%
30-44 9 17.6%
44-65 6 11.5%
65 and above 1 2%

Interpretation :-

•The majority of responses (35 out of 51) come from the 18-24 age group. This suggests that the
topic or survey is particularly relevant or accessible to this demographic. The 30-44 age group
provided 9 responses, making it the second-largest group.
•The 44-65 group had 6 responses, indicating some level of engagement from younger participants.
The 65 and above age group had 1 responses.
•There were no responses from the under 18 age group, indicating either a lack of interest or
engagement from this demographic, or perhaps they were less represented in the sample.

21
What is gender?
A. Male
B. Female
C. Others

FINDINGS
Table-2

GENDER NO. OF RESPONSE PERCANTAGES

MALE 33 64.7%
FEMALES 18 35.3%
OTHERS 0 0%

CHARTS-2

Interpretation : -
The dataset contains more males (33) than females (18). The ratio of males to females in this dataset
is approximately 1.69:1 (33/18). The dataset skews towards males, with nearly twice as many males
as females. 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.

22
What is your highest level of education?
A. High school
B. Undergraduate
C. Postgraduate
D. Doctorate
E. Other

FINDINGS
Table-3

Education level No. of Customers percentage

High school 3 5.9%
Undergraduate 16 13.4%
Postgraduate 26 51%
Doctorate 5 9.8%
other 1 2%

CHARTS-3

Interpretation : -
The data indicates that the majority of customers (26) have a postgraduate, making it the largest
group, followed by those with a master's degree (16). A smaller portion of customers (3) have only a
high school education, and an even smaller group (2) 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 master's
degrees, while being less attractive to those with only high school education or unconventional
educational paths.

23
What is your annual household income?

A. Below rs.250000
B. 500000 -1000000
C. 5,00,000 - ₹10,00,000
D. Above ₹10,00,000

FINDINGS

Table-4

Annual Household Income No. of Customers percentage

Below Rs. 2,50,000 21
Rs. 2,50,000 - Rs. 5,00,000 16
Rs. 5,00,000 - Rs. 10,00,000 12
Above Rs.10,00,000 2

CHARTS-4

Interpretation : -
The data reveals that the largest segment of customers (21) 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 (16) earns between Rs. 2,50,000 and Rs. 5,00,000 annually. A smaller segment
(12) has an income between Rs. 5,00,000 and Rs. 10,00,000, and only 2 customers earns above Rs.
24
10,00,000 annually. This distribution suggests that the product or service is most attractive or
accessible to lower income households, with decreasing appeal as income levels rise.

5. Location of reliance trends?

A. town/city
B. urban/village

FINDINGS

Table-5

Location NO. OF RESPONSE PERCANTAGES

Town/City 40 78.4%
Urban/Village 11 21.6%

CHARTS-5

Interpretation : -

 Majority from Town/City:

 The majority of responses (40 out of 51) came from respondents who identified their location
as "Town/City." This suggests that most participants are from urbanized areas.

25
How often do you shop at Reliance Trends?

A. Weekly
B. Monthly
C. Every few months
D. Yearly

FINDINGS
Table-6

Shopping frequency NO. OF RESPONSE PERCANTAGES

Weekly 5 9.8%
Monthly 9 17.6%
Every few months 21 41.2%
yearly 16 31.4%
CHARTS-6

Interpretation : -

The data indicates that the majority of customers (21) shop on a every few months basis,
suggesting a high frequency of engagement with the product or service. A smaller
portion (16) shops yearly, while customers shop every few months, indicating
moderate engagement levels. Only 5 customers shop weekly, representing the least
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,
26
highlighting a trend of regular and consistent usage among the majority of
the customer base.

What category of products do you purchase most frequently from Reliance

Trends?

A. Clothing
B. Accessories
C. Footwear
D. Beauty products
E. Other

FINDINGS
Table-7
PRODUCTS NO. OF RESPONSE PERCANTAGES
Clothing 45 88.2%
Accessories 15 29.4%
Footwear 20 39.2%
Beauty products 12 23.5%
Other 3 5.9%

CHARTS-7

Interpretation : -

The data shows that the largest number of customers (45) purchase clothing, indicating
that it is the most popular product category. Beauty products follow with 12 customers,
suggesting a significant but smaller interest. Accessories and the "Other" category each
27
attract 15 customers, while footwear is the least popular, with 20 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 are 3 customers cater to niche markets within the customer base.

How would you rate the overall quality of products at Reliance Trends?

A. Excellent
B. Good
C. Average
D. Poor

FINDINGS
Table-8
QUALITYS OF PRODUCTS NO. OF RESPONSE PERCANTAGES
Execllent 29 56.9%
Good 19 37.3%
Average 3 5.9%
Poor 0 0%

CHARTS-8

Interpretation : -

The data indicates that the majority of customers (29) rate the product quality as
excellent, demonstrating a high level of satisfaction. Another 19 customers consider the
quality to be good, showing a favourable perception. A smaller group of 3 customers
rate the product as average.
28
How would you rate the value for money at Reliance Trends?

A. Excellent
B. Good
C. Fair
D. Poor

FINDINGS
Table-9

VALUE FOR MONEY NO. OF RESPONSE PERCANTAGES

Excellent 19 37.3%
Good 23 45.1%
Fair 8 15.7%
Poor 1 2%

CHARTS-9

Interpretation : -

The data shows that the majority of customers (23) rate the value for money as
good, indicating strong satisfaction with the price relative to the product's worth.
Another 19 customers consider it excellent, suggesting a positive perception. Only 8
customers rate it as fair, and just 1 customers think it offers poor value for money. This
distribution suggests that most customers feel they are getting excellent or good value
29
for their money, with minimal dissatisfaction, highlighting the product's strong
perceived affordability and worth.

How would you rate easy of finding products in the store / website?

A. Very easy
B. Easy
C. Neutral
D. Difficult

FINDINGS
Table-10
Findings product in store NO. OF RESPONSE PERCANTAGES
Very easy 21 41.2%
Easy 19 37.3%
Neutral 9 17.6%
Difficult 2 3.9%

CHARTS-10

Interpretation : -
The data reveals that the vast majority of customers (21) find it very easy to locate the
product in the shop, indicating an effective store layout or product placement strategy.
30
Another (19) customers find it easy, further confirming the accessibility of the product.
Only a small number of customers (9) experience difficulty in finding the product, 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.

How likely are you to recommend Reliance Trends to others?

A. Very Likely
B. Likely
C. Neutral
D. Unlikel

FINDINGS
Table-11

RECOMMEND NO. OF RESPONSE PERCANTAGES

Very likely 18 35%
likely 24 47%
Netural 9 17%
unlikely 0 0%

CHARTS- 11

Interpretation : -
The data indicates that a significant majority of customers (18) are likely to
recommend the product to others, showing a high level of satisfaction and confidence
31
in its quality. An additional 24 customers are very likely to recommend it, reinforcing the
positive perception. Only 9 customers are neutral, indicating they neither strongly
endorse nor disapprove of the product. This distribution suggests that overall, 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.

How would you rate the check out process at Reliance Trends?

A. Very fast
B. Fast
C. Neutral
D. Slow

FINDINGS
Table-12

CHECK OUT PROCESS NO. OF RESPONSE PERCANTAGES

Very fast 23 45.1%
Fast 18 35.3%
Netural 8 15.7%
Slow 2 2%

CHARTS-12

32
Interpretation : -

The data indicates that the vast majority of customers (23) rate the check-out process
as very fast, suggesting a high level of efficiency and satisfaction. An additional (18)
customers find the process fast, further confirming its effectiveness. (8) customer
rates the check-out process as neutral, and only (2) are slow. This distribution implies that the check-
out process is highly efficient for nearly all customers, contributing positively to
their overall shopping experience.

How would you rate overall shopping experience at Reliance Trends?

A. Excellent
B. Good
C. Fair
D. Poor

FINDINGS
Table-13

EXPERIENCE NO. OF RESPONSE PERCANTAGES

Excellent 30 58.8%
Good 11 21.6%
Fair 9 17.6%
Poor 1 2%

CHARTS-13

33
Interpretation : -
The data shows that the majority of customers (30) rate their shopping experience as
excellent, indicating a high level of satisfaction with the overall shopping process.
Another (11) customers describe their experience as good, suggesting a generally positive
perception. Only (9) customers rate their shopping experience as fair, and only (1) customers there
shopping experience is poor 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.

34
 SUMMARY

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 data indicates that the majority of customers (26) have a
postgraduate, making it the largest group, followed by those with a master's degree (16). A
smaller portion of customers (3) have only a high school education, and an even smaller group
(2) 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 master's degrees, while being less
attractive to those with only high school education or unconventional educational paths.
 Income Levels: The data reveals that the largest segment of customers (21) 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 (16) earns between Rs. 2,50,000 and Rs.
5,00,000 annually. A smaller segment (12) has an income between Rs. 5,00,000 and Rs.
10,00,000, and only 2 customers earns above Rs. 10,00,000 annually. This distribution suggests
that the product or service is most attractive or accessible to lower income households, with
decreasing appeal as income levels rise.
 Shopping Frequency: The data shows that the largest number of customers (45) purchase
clothing, indicating that it is the most popular product category. Beauty products follow with 12
customers, suggesting a significant but smaller interest. Accessories and the "Other" category
each attract 15 customers, while footwear is the least popular, with 20 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 are 3 customers cater
to niche markets within the customer base.
 Product Categories and Satisfaction: Clothing is the most popular product category, purchased
by 45 customers. Beauty products attract 12 customers, while accessories and items in the
"Other" category each have 15 customers. Footwear is the least popular, with only 20 customers.
The majority of customers (29) rate the product quality as excellent, and another 19 consider it
good. A small number of customers rate the product quality as average (3) or poor (0). Most
customers (19) also rate value for money as excellent, with 23 considering it good, and very few
rating it as fair (8) or poor (1).
 Customer Experience and Accessibility: The majority of customers (30) rate their overall
shopping experience as excellent, and another 11 rate it as good, indicating high satisfaction
levels. Most customers (21) find it very easy to locate the product in the store, and an additional
19 find it easy. A small number of customers experience difficulty (2) or are neutral (9). The
check-out process is rated as very fast by 23 customers and fast by 18 customers, with only 8
customers finding it slow. Additionally, a significant majority of customers (18) are very likely
to recommend the product, and another 24 are likely to recommend it, reflecting high levels of
satisfaction and confidence in the product.

35
 CONCLUSION
1. Understanding the Customer
a. Reveals customer preferences and shopping habits.
b. Provides insights into customer interaction with the retail environment.

2. Improving Store Performance

a. Optimizes store layout based on behavior analysis.
b. Determines effective product placement.
c. Evaluates and improves marketing strategies.

3. Enhancing Customer Experience

a. Identifies and addresses customer pain points.
b. Creates a more enjoyable shopping environment.
c. Drives satisfaction and loyalty through understanding customer needs.

4. Driving Business Growth

a. Adapts to changing consumer trends for competitiveness.
b. Informs strategic decision-making with consumer behavior analysis.
c. Increases sales through improved customer satisfaction.

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 APENDIX
1. What is your age?
 Under 18
 18 - 29
 30 - 44
 45 - 65
 Above 65

2. What is your gender?

 Male
 Female
 Other
3. What is your highest level of education?

 High school

 Undergraduate

 Postgraduate

 Doctorate

 Other

4. Location of reliance trends ?

 Town/City
 Urban/village
5. How often do you shop at Reliance Trends?

 Weekly
 Monthly
 Every few months
 Yearly

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6. What category of products do you purchase most frequently from Reliance Trends?

 Clothing

 Accessories

 Footwear

 Beauty products

 Others

7. How would you rate the overall quality of products at Reliance Trends?

 Excellent
 Good
 Average
 poor

8. How would you rate the value for money at Reliance Trends?
 Excellent
 Good
 Fair
 poor

9. How would you rate easy of finding products in the store / website?
 Very easy
 Easy
 Netural
 Difficult

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10. How likely are you to recommend Reliance Trends to others?
 Very Likely
 Likely
 Netural
 Unlikely
11. How would you rate the check out process at Reliance Trends?

 Very fast

 Fast

 Netural

 Slow

12. How would you rate overall shopping experience at Reliance Trends?

 Excellent

 Good

 Fair

 Poor

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