A SUMMER TRAINING PROJECT REPORT ON

CUSTOMER LOYALITY SURVEY AT RELIANCE SECURITIES

Submitted in partial fulfillment of the requirement For the award of the degree Of
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED TO: Mrs. Aarti Garg Assistant Professor SUBMITTED BY:Yatish Kumar Roll No. 11021225

IFTM UNIVERSITY, MORADABAD

(2012-2013)

ACKNOWLEDGEMENT
It is my pleasure to be indebted to various people, who directly or indirectly contributed in the development of this work and who influenced my thinking, behavior, and acts during the course of study. I express my sincere gratitude to Dr. Manjula Jain (Director, School of Business Management) for providing me an opportunity to undergo summer training at reliance securities I am thankful to Mrs. Aarti Garg (Project Guide) for her support, cooperation, and motivation provided to me during the training for constant inspiration, presence and blessings. I also extend my sincere appreciation to Mr. Rachit Agarwal (Centre Sales Manager, Reliance Securities) who provided his valuable suggestions and precious time in accomplishing my project report. Lastly, I would like to thank the almighty and my parents for their moral support and my friends with whom I shared my day-to-day experience and received lots of suggestions that improved my quality of work.

(Yatish Kumar)

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CERTIFICATE OF ORIGINALITY

I Yatish Kumar Roll No 11021225 a full time bonafide student of Second year of Master of Business Administration (MBA) Programme of IFTM University, Moradabad. I hereby certify that this project work carried out by me at Reliance Securities Ltd. Moradabad and the report submitted in partial fulfillment of the requirements of the programme is an original work of mine under the guidance of the industry mentor Mr. Rachit Agarwal (Centre Sales Manager, Reliance

Securities)l and faculty mentor Mrs. Aarti Garg, and is not based or reproduced from any existing work of any other person or on any earlier work undertaken at any other time or for any other purpose, and has not been submitted anywhere else at any time.

( Date:__________________

( Date:__________________

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CERTIFICATE OF THE COMPANY

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EXECUTIVE SUMMARY
The project work is pursued as a part of MBA summer training at IFTM University, Moradabad. It is undertaken as a traineeship at Reliance Securities Ltd. The project is done under expert supervision and guidance of Mr. Rachit Agarwal (Center Sales Manager, Reliance Securities) The Project is about the study of customer loyalty at Reliance Securities. At Reliance Securities, initially the trainees were imparted process and product knowledge. They were given sufficient time to know about the products and also about sales and distribution channel. They had to work with the sales representatives of the Distributor and think of ways of improving the sales and distribution channel and implementing them. The main aim was to increase sales and for this different ways were tried and implemented. They were provided with database and had to make cold calls from the data. Company activity was also one of the major sources for generating business. Initially they even accompanied sales representatives to the clients place. Main objective was to know the need of the customer and how to fulfill that in the best way. The project dealt with various fields like: 1. Meaning of Customer Loyalty 2. Benefits of Customer Loyalty 3. Effectiveness of Customer Loyalty on the sale of products of Reliance Securities Thus it gave trainees the opportunity to learn about all the products and with the range of products Reliance Securities offered it made the task a bit easier as we could fulfill the need of the customer in a better way and how Customer Loyalty programme affects its sale. The term customer loyalty is used to describe the behavior of repeat customers, as well as those that offer good ratings, reviews, or testimonials. Some customers do a particular company a great service by offering favorable word of mouth publicity regarding a product, telling friends and family, thus adding them to the number of

loyal customers. However, customer loyalty includes much more. It is a process, a program, or a group of programs geared toward keeping a client happy so he or she will provide more business. Customer loyalty can be achieved in some cases by offering a quality product with a firm guarantee. Customer loyalty is also achieved through free offers, coupons, low interest rates on financing, high value trade-ins, extended warranties, rebates, and other rewards and incentive programs. The ultimate goal of customer loyalty programs is happy customers who will return to purchase again and persuade others to use that company's products or services. This equates to profitability, as well as happy stakeholders. Customer loyalty may be a one-time program or incentive, or an ongoing group of programs to entice consumers. Buy-one-get-one-free programs are very popular, as are purchases that come with rebates or free gifts. Another good incentive for achieving customer loyalty is offering a risk free trial period for a product or service. Also known as brand name loyalty, these types of incentives are meant to ensure that customers will return, not only to buy the same product again and again, but also to try other products or services offered by the company. Excellent customer service is another key element in gaining customer loyalty. If a client has a problem, the company should do whatever it takes to make things right. If a product is faulty, it should be replaced or the customer's money should be refunded. This should be standard procedure for any reputable business, but those who wish to develop customer loyalty on a large-scale basis may also go above and beyond the standard. They may offer even more by way of free gifts or discounts to appease the customer.

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TABLE OF CONTENTS
Chapter No. Chapter Name
Acknowledgement Certificate of Originality Certificate from Company Executive Summary

Page No.

Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12

INTRODUCTION COMPANY PROFILE OBJECTIVE OF STUDY: SCOPE AND RATIONALE OF THE STUDY REVIEW OF LITERATURE RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATIONS RESULTS AND FINDINGS DISCUSSIONS CONCLUSIONS LIMITATIONS OF THE STUDY SUGGESTIONS AND RECOMMENDATIONS BIBLIOGRAPHY ANNEXURE: o ANNEXURE I QUESTIONNAIRE o ANNEXURE II ANNUAL REPORTS etc.,

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