• Dr. Suryakant Lasune

Abstract: The present study has been undertaken with the prime objective to determine the factors influencing customers buying behavior while purchasing food commodities from Reliance Fresh. It also focuses on finding out the current status of Reliance Fresh and determine where it stands in the current market. People mostly come to organized retail as they get quality products at affordable prices at more discounts/ offer under one roof. It is also clearly known that organized retail stores sells their goods at a discounted price as compared to the market. Even it provides good service and ambience to its customers which encourage them to visit and shop more and more times. The project involves main aspects namely industry profile, company profile, project topic overview, research methodology and analysis part. In the methodology part, detailed discussion is made on objectives, research design, data collection method and sampling design. Herein, the primary data have been collected through structured questionnaires. Based on the analysis of the collected data, findings, recommendations, limitations and conclusion have been derived. This market field survey is a sure shot help in knowing the present customers tastes and preferences. And also to know what are the factors which customers think before visiting Reliance Fresh. It helped me in estimating the customer’s future needs, wants & demands. (To improve customer walk-in at Reliance Fresh). It also gives an idea how company can enhance its business or increase its sales by working on these things - provide better customer service than its competitors, increase the variety of merchandise with deep assortment, arrangement of product in a proper way that creates good store image and provide membership card to the customers. The study also reveals that consumers also want the company to include more categories in the food section of the store, provide parking space and employ knowledgeable sales staff.

Retiling, FDI, Outlet,

"“A Study on Factor Influencing Buying Behavior of Organized Retailing in India”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.154-163, October-2018, Available :http://www.jetir.org/papers/JETIRF006025.pdf

"“A Study on Factor Influencing Buying Behavior of Organized Retailing in India”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp154-163, October-2018, Available at : http://www.jetir.org/papers/JETIRF006025.pdf