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RETAIL INDUSTRY Retailing consists of the business activities involved in selling goods and services to consumers for their personal, family, or household use. It includes every sale of goods and services to the final consumer. Retailing as an industry Retailing is world's largest private industry with annual sales over $ 6600 billion. Wal-Mart annual sales over $ 250 billion. It has share of 2.3% of U.S. G.D.P. There are nine retailers in Fortune 100, which highlights the importance of retailing as category. According to a market estimate after agriculture, retail is the largest single sector, both in term of turnover or will as employment in India with market size of $ 200 billion. The report said the Indian retail industry is in revolution phase. Organized retailing in India, which account for less than 4%, is likely to grow four fold in the next five years. That means it will grow from current size of around $ 4 billion (Rs. 17,000 Crore) to around $ 15 billion (Rs. 66000 Crore) the neighbourhoods corner shops estimated at 70 million across the country, and village Mela‟s characterize the unorganized and fragmented nature of retailing in India. In India the vast middle class and its almost untapped retail industry are the key attractive forces for global retail giants wanting to enter into newer markets,
which in turn will help the India Retail Industry to grow faster. The India Retail Industry is the largest among all the industries, accounting for over 10 per cent of the country‟s GDP and around 8 per cent of the employment. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. But all of them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them. The India Retail Industry is gradually inching its way towards becoming the next boom industry. The total concept and idea of shopping has undergone an attention drawing change in terms of format and consumer buying behaviour, ushering in a revolution in shopping in India. Modern retailing has entered into the Retail market in India as is observed in the form of bustling shopping centres, multistoried malls and the huge complexes that offer shopping, entertainment and food all under one roof. A large young working population with medium age of 24 years, nuclear families in urban areas, along with increasing working women population and emerging opportunities in the services sector are going to be the key factors in the growth of the organized Retail sector in India. The growth pattern in organized retailing and in the consumption made by the Indian population will follow a rising graph helping the newer businessmen to enter the India Retail Industry. Which in turn will help the India Retail Industry to grow faster? Indian retail is expected to grow 25 per cent annually. Modern retail in India could be worth US$ 175-200 billion by 2016. The Food Retail Industry in
India dominates the shopping basket. The Mobile phone Retail Industry in India is already a US$ 16.7 billion business, growing at over 20 per cent per year. The future of the India Retail Industry looks promising with the growing of the market, with the government policies becoming more favourable and the emerging technologies facilitating operations. The scope of the Indian retail market is immense for this sector is poised for the highest growth in the next 5 years. The India retail industry contributes 10% of the country‟s GDP and its current growth rate is 8.5%. In the Indian retail market the scope for growth can be seen from the fact that it is expected to rise to US$ 608.9 billion in 2009 from US$ 394 billion in 2005.
The organized retailing sector in India is only 3% and is expected to rise to 2530% by the year 2010. There are under construction at present around 325 departmental stores, 300 new malls, and 1500 supermarkets. This proves that there is a tremendous scope for growth in the Indian retail market. The growth of scope in the Indian retail market is mainly due to the change in the consumer‟s behaviour. For the new generation have preference towards luxury commodities which have been due to the strong increase in income, changing lifestyle, and demographic patterns which are favourable. The scopes of the Indian retail market have been seen by many retail giants and that‟s the reason that many new players are entering the India retail industry. The organized retail sector is divided into two types – In-store retailing and Non-store retailing. The features of in-store retailing are fixed point-of-sale
locations, which are designed to attract a high volume of walk-in customers. Non-store retailers serve the customers at their doorstep. The in-store retail is more prevalent in India. As per Philosopher Professor Dr. Phillip Kotler “retailing includes all the activities involved in selling of goods or services directly to the final consumers for personal, non business uses. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing” So in the other words, Retailing is the set of business activities that adds value to the products and services sold to consumers for their personal or family use. Retailers satisfy consumer needs by offering the right product at the right place and at the right price. Retailers are the final business in a distribution channel that links manufacturers with consumers. A distribution channel is a set of firms that facilitate the movement of products from the point of production to the point of sale to the ultimate consumer. Manufacturers make products and sell them to retailers or wholesalers. Wholesalers buy products from manufacturers and resell these products to retailers, while retailers resell products to consumers. Wholesalers satisfy retailers' needs, while retailers direct their efforts to satisfying needs of ultimate consumers. Retailing is derived from a French word „RETAILLIER‟ meaning „a piece off‟ or „to cut out‟ or „break bulk‟
and on-line stores. Retailing includes all transactions in which the buyer intends to consume Retailing involves selling products and services to consumers for their personal or family use. Weitz retailing is the set of business activities which adds value to the products and services sold to consumers for the personal or family use. Many businesses. According to Levy.com. like Hyper City and Reliance Fresh. and specialty stores like The Color-Plus. Madura garments. they are still retailers when they interact with the final user of the product or service. Department stores.According to David Gilbert Any business that directs its marketing efforts towards satisfying the final consumer based upon the organization of selling goods and services as a means of distribution is retail. like Amazon. like dentists. like Raymond‟s. hotels and hair salons. Retailing can be referred to all the activities involved in the marketing and distribution of goods and services. and Arvind Garments are both manufactures and retailers. D‟damas and Crossword are all examples of retail stores. are also retailers. discount stores like Big-Bazaar and D-Mart. Regardless of other functions these businesses perform. 5 . Service providers.
Raheja Group • • • • • • Shopper‟s stop Home Stop Mother care Hyper city Crossword Planet M 2) Tata Trent • • • Westside Star India Bazaar Landmark 3) RPG Group • • • • Spencer‟s supermarket Spencer‟s daily Spencer‟s hypermarket Music world 4) Reliance Group • • Reliance fresh Subhiksha 5) Bharti Group 6 .TOP RETAILERS IN INDIA 1) K.
6) Aditya Birla Group 7) Café Coffee Day 8) Future group • • • • • • • • • • Pantaloons Big bazaar Food bazaar Fashion station All Blue sky E Zone Collection I Home Town Central Mall 9) Godrej Group • • Godrej Aadhar Nature‟s Basket 7 .
18.163 38. 6. 13.578 30.002 26.434 37. EdekaGruppe Costco Companies. 8. Inc.532 52. 14.352 44. 7. Inc Tengelmann warenhandelsgesellschaft The daiei. Kmart Corporation Target Corporation J. 9. No 1.404 30. Inc Sales (US$) 163. 3. 20.702 31. Ltd. Retailers Wal-Mart Stores. 12.10 45.509 26. Inc Carrefour group The Kroger Co Metro A G The Home depot INC Albertsons inc ITM Enterprise SA sears. 16. 19. 17. 15.486 8 .976 26. 10. Roebuck and co. penny Company. Royal A hold Safeway Inc ReweGruppe Tesco PLC ItoYokado Co.762 36. 5. 4.237 30.925 33.801 30.TOP 20 RETAILERS WORLD WIDE Sl. 2.C.728 35. 11..503 31.222 30.196.478 36.
Manufacturer Distributors Retailers Consumers 9 .
Leadership: to be a leader. 7. 2. 3. We shall infuse Indian brands with confidence and renewed ambition. Openness: to be open and receptive to new idea. creating retail realty. We will be the trendsetters in evolving delivery formats. to meet challenges. 5. 2. sincerity. We shall be efficient. We shall ensure that our positive attitude. 10 . 3. CORE VALUES 1. Respect &humility: to respect every individual and be humble in our conduct. Adaptability: to be flexible and adaptable. We share the vision and belief that our customers and stakeholders shall be served only by crediting and executing future scenario in the consumption space leading to economic development. both in thought and business. 4. 6. humility and united determination shall be the driving force to make successful. Simplicity & Positivity: Simplicity & Positivity in our thought. knowledge and information. 4. 5. Indianans: confidence in ourselves. Introspection: leading to purposeful thinking. business and action.GROUP MISSION 1. making consumption affordable for all customer segments – for classes and for masses. cost-conscious and committed to quality in whatever we do.
which includes product packaging. While this used to be done exclusively by the stores' employees. for example. promotions and pricing to appeal to the target market. almost all products delivered directly to the store from a manufacturer or wholesaler will be stocked by the manufacturer's/wholesaler's employee who is a full time merchandiser 11 .OVERVIEW ON MERCHANDISING Merchandising is the methods. primarily by stocking shelves and displays. Merchandising is the practice of making products in retail outlets available to consumers. 'sellable' way. While stocking shelves and building displays is often done when the product is delivered. many retailers have found substantial savings in requiring it to be done by the manufacturer. and operations used to promote and sustain certain categories of commercial activity. By doing this. In the United Kingdom there are a number of organizations that supply merchandising services to support retail outlets with general stock replenishment and merchandising support in new stores. vendor. In grocery stores. To ensure sales. companies go to great lengths to make sure that their products are visible in stores and are presented in an appealing. placement. practices. This is called merchandising. retail stores have been able to substantially reduce the number of employees needed to run the store. or wholesaler that provides the products to the retail store. it is increasingly a separate activity from delivering the product.
This includes disciplines in pricing and discounting. and sales strategies to increase retail sales. display. Promotional merchandising Visual merchandising Retail Merchandising In retail commerce. This includes disciplines in pricing and discounting. (An example would be Harley-Davidson branded clothing. Visual merchandising is one of the final stages in trying to set out a store in a way that customers will find attractive and appealing and it should follow and reflect the principles that underpin the store‟s image. as by coordinating production and marketing and developing advertising. merchandising design. physical presentation of products and displays. means maximizing merchandise sales using product selection.) Merchandising. Visual merchandising is the way one displays 'goods for sale' in the most attractive manner with the end 12 . physical presentation of products and displays. pricing. packaging.Sometimes a brand of non-media products can achieve enough recognition and respect that simply putting its name or images on a completely unrelated item can sell that item. and the decisions about which products should be presented to which customers at what time. and the decisions about which products should be presented to which customers at what time. as commonly used in Marketing also means the promotion of merchandise sales. and display that stimulate consumers to spend more.
especially by their presentation in retail outlets? This includes combining product. the visual merchandising director. The management decides on the store design to reflect the products the store is going to sell and how to create a warm. and staff." Is the activity of promoting the sale of goods. architects. Retail merchandising is the process used in order to conduct retail sales. environment. friendly. how to best present those products to consumers. designers. buyers. Visual merchandising starts with the store building itself. the merchandiser pays close attention to the types of products offered for sale. While retailers have traditionally engaged in the task of retail merchandising in a physical location. As part of the process. and space into a stimulating and engaging display to encourage the sale of a product or service. and arranging for the delivery of those goods. Depending on the number of units the retailer can afford to 13 . It has become an important element in retailing that is a team effort involving senior management. "If it does not sell. and determining what a reasonable retail price is for each unit sold. negotiating the unit price that will be charged by the manufacturer. This type of retail buying involves determining what products will be carried in the retail establishment. it is not visual merchandising. merchandising managers. the Internet has now made it possible to apply these same basic principles in a virtual setting. The first important step in retail merchandising is establishing working relationships with manufacturers who will provide the goods or services that are ultimately sold by the retailer.purpose of making a sale. and approachable atmosphere for its potential customers.
the retailer must determine the unit price that he or she will assign to the products.purchase at a given time. in that the visual display is often the key means of attracting customers who are highly likely to make a purchase. Some retailers follow a formula of setting the retail price at a fixed percentage above the acquisition price. Setup and display are often considered especially important with fashion merchandising and similar retail settings. making it easier for the retailer to be competitive in the local marketplace. and colourful backdrops to attract the attention of shoppers. Quick sales lead to higher profits and the chance to secure more products that will result in more sales. In all cases. Engaging in a publicity campaign to reach prospective customers may involve something as simple as advertising in local publications as well as electronic advertising on 14 . This process is concerned with displaying the goods within the retail setting to best advantage. while others base the retail pricing on factors such as the desirability of the items and the amount of competition from other retailers in the immediate area. the process of retail merchandising moves on to the task known as setup and display. It is this difference between the wholesale price and the retail price that allows the retailer to make a profit and remain in business. After setting the retail pricing. this retail price will be higher than the cost of purchasing the goods from the supplier. Marketing is an important aspect of any retail merchandising strategy. By using such devices as display windows. elevated platforms. it may be relatively easy to obtain a discounted unit price. the retailer increases the chances of selling units quickly. Once the goods are secured.
this helps to ensure the customer will return for more purchases in the future. In 2000.mt. which is quite low compared to that of developed economies. According to the survey. First. barber shops. per outlet.local radio and television stations.in 2001.800000 crore by year 2005 – an annual increase of 20%. snacks centre. etc) & mobile vendors.mt. owner managed shops. as the mailings make it possible to reach people in their homes and places of business rather than relying on them to approach the retailer first. the products must be of high quality. the retailer must also sell the products at prices the consumer finds reasonable.4sq. Retailing is INDIA‟s largest industry in terms of contribution to GDP & constitutes 13% of GDP. There are around 5 million retail outlets in India. it is necessary to provide consumers with a couple of key benefits. with an average selling space of 29. the global management consultancy AT Kearney put retail trade at Rs. an overwhelming 15 . By providing quality products at affordable prices. In India the per capita retailing space is about 2 sq. ft. Direct mail is also a common strategy in retailing. the retailer has a much better chance of standing out from the competition and remaining in business for many years to come. RETAIL IN INDIA The retail industry in India is largely unorganized & predominantly consists of small. independent. Total retail sales area in India was estimated at 328 million sq. In order to be successful with retail merchandising.400000 crore. Along with the quality. which is expected to increase to Rs. There are also an uncounted number of low cost kiosks (tea stalls.
Organized market.000 sq.000. of retail space. There is no integrated supply chain management outlook in Indian traditional retail industry.400000 crore retail market is unorganized. of mall space under development. The trend to market private labels by specific retail store is catching on in India as it helps to improve margins.000 crores.000 shoppers walk through their doors every week.4189.000 sq. 35. The share was 62. Growth in organized retailing on par with expectations and projection of the last 5 years: on course to touch Rs. Over 5.5 billion. Rs. Rs 7032. However the non-food retailing sector registered faster year on year growth than the food sales sector.2 billion. 583. Over 400. In fact only an Rs 20. while non food sales were worth Rs. 5.proportion of the Rs. The top 3 modern retailers control over 750.000 crores. 16 .worth apprx. Over 4000 new modern outlets in last 3 years. ft. ft.7% in 2001. Rs.000 crore or more by 200506. CURRENT SENARIO OF INDIAN RETAIL: Unorganized market. 5 x growths in organized retailing between 2000 to 2005. The turnover from private labels by major retail chains was estimated at around Rs 1200 million in 2001.000 crore segment of market is organized. Food sales constitute a high proportion of the total retail sales.
0% 17 .58 0.com Composition 34.0% 6.indiainfoline.13 Source: www.indiainfoline.6% 14.33 Total 2.0% 17.4% 17. pan stores Others Source: www.36 5.GROWTH IN RETAIL OUTLETS (MILLIONS): Year 1978 1984 1990 1996 Urban 0.com COMPOSITION OF URBAN OUTLETS: Retail outlet Grocers Cosmetic stores Chemist Food stores General stores Tobacco.94 1.7% 4.02 2.80 Rural 1.77 3.42 3.3% 6.76 2.35 2.75 0.
As retail grows and develops fresh technology led solutions.indiainfoline.5% 3. Significantly large.COMPOSITION OF RURAL OUTLETS: Retail outlet Grocers General stores Chemists Others Source:www. This will be the biggest contribution of Indian retailers to the world. Composition 55. truly pan Indian. multiform at modern retailing model needs to be developed in India.com RETAILING IN INDIA Diversities differentiate itself from the standard development of modern retail anywhere in the world. retailers develop two or three major formats which are largely standardized. retailers focus on homogeneity and continuity in order to derive benefits of scale and efficiency in their system. Unlike in developed countries. The Indian market will provide the footsteps to develop a model for globalizing retailing.3% 27. India will take a leap and the next generation retail technology solutions may well come out of India. Indian retailers do not have „legacy systems‟ on which they have to build their technology platform. Conventionally. Globally.6% 18 . Indian retailers can establish „thought leadership‟ is in the field of technology. may not work in India.6% 13.
As per our estimates. Simultaneously. population growth. from 10. an estimated 70 to 80 per cent of retail trade could be in the organised sector.4 per cent by 2025. 19 . the organised sector accounts for 70 to 80 per cent of overall retail trade in certain categories. This is similar to the experience in China. a careful analysis of the town strata wise population. Retailers should therefore focus on the top 37 towns in the next decade. Indian retailers would do well to develop their own systems and benchmarks that are admired and followed the world over.Usage of RFID and the next practices in technology based retail solutions may well emerge from Indian retailing. compared to the larger towns. where in cities like Shanghai and Beijing. the share of the 35 towns with a present population of greater than 1 million in India's total population would grow much faster than their smaller counterparts. migration trends and consumer spend analysis reveals a very different picture for India.2 per cent today to reach 14. Opportunity In retail sector Retailers inspired by the Wal-Mart story of growth in small town America are tempted to focus on smaller towns and villages in India. as the opportunity in smaller towns and rural India would be smaller and more fragmented. the share of these towns in the overall retail market would grow from 21 per cent today to 40 per cent by 2025. However. Within these top 35 towns.
The customer can collect it from any ICICI bank branch or from any PANTALOON‟S outlets. This future card can be applicable in any store or mall comes under FUTURE GROUP.5000 can be a part of this loyalty card. It‟s available all over. Apart from this Central‟s goes with various loyalty services such as FREE redeem of parking coupons.Organised retail market in India In CETRAL for loyalty scheme there is a card named “FUTURE CARD”. sometimes free home delivery to customers etc. free alteration to all customers. this is the loyalty scheme run by CENTRAL. Aaj se kharchey ban gaye kamai ! This is the slogan of the future card. Anyone whose monthly income is above min. 20 . This card we called it as a credit card which is powered by ICICI CREDIT card.
It is a loyalty card for CENTRAL‟S customers.The main benefit beyond this future card is you can use this card in various outlets run by FUTURE GROUP! Apart from this as we talk about other player in retail sector SHOPPERS STOP having FIRST CITIZEN CARD. INDIA BULL MEGA STORE having PPC (pyramid power club) which goes with loyalty card. 21 . Before FUTURE CARD there was CENTRAL CARD which is only applicable for CENTRAL‟S purpose. Following are some details about CENTRAL‟s card.
The Cardholder will get access to select airport lounges across the country with complimentary snacks and non-alcoholic beverages. 250/and above. 22 . Also earn 1 reward point for every Rs. Earn 4 reward points for every Rs. 250/with the offer booklet. Get 12 free coffee vouchers on approval of card. All the benefits of Solid Gold Card.000/at Central. Future card is like a retail credit card. Lots of offers & gifts are there on the FUTURE CARD.Exclusive Benefits Get 0% EMI option for purchases more than Rs. on bills of Rs. Get free gift voucher of Central worth Rs. Cardholder gets priority to view the product launches and seasonal collections at Central. 3. These were all the benefit provides by CENTRAL‟S card.100/spent at Central. After that PANTALOON introduces FUTURE CARD for all its stores. Up to 10% discount to all cardholders restaurants within Central. Future card is powered by ICICI BANK (CREDIT CARDS). 200/spent at merchant establishments other than Central. Priority Payment Counters at Central for cardholder to save valuable time.
Shoe polish/socks FREE on Rs. 1000 & above purchase. Airtel live VAS cards ( worth Rs. 2500 & above purchase. 199 with purchase through FUTURE CARD at eZONE. Rs.COM BOMBAY 23 .BRANDS BIG BAZAAR GIFTS & OFFERS 1st 3 months 15% off on fashion 1st 3 months 10% off on general Merchandize. 250 off on Rs. Rs. 1 time foot massage FREE per month. Gift worth Rs.000 at HOME TOWN. 1 KG Food bazaar sugar free 1st 3 months 3% off on foods. For 1st 3 months Rs. 1 video game FREE per month with load of min. 10%15% off on total bill amount. 250 off on Rs. 50 off on Rs.5% of purchase above Rs.1000 & above purchase. 100 per month. 500 or get a Tshirt worth Rs.111 & above per month. Rs. Rs . 200 off on Rs. 249 Spalding/Converse cap FREE on purchase of Rs.50 book free from exclusive depot collection per month.com MUG worth Rs. Get gift worth 7. 1000 Rs.2500 & above purchase.100 off on apparel purchase of Rs. 10. A Future card & futurebazaar. 1000 & above purchase.250 for every Rs. 1000 & above spent per month. 299 on apparel purchase of Rs. A head phone worth Rs. 50 off on Rs.50 on 1st purchase every month. 50 Rs. FOOD BAZAAR PANTALOONS CENTRAL BRAND FACTORY DEPOT SHOE MPORT/GENM PLANET SPORTS F123/CO TOP 10 HOME TOWN STAR SITARA EZONE & FUTURE BAZAAR. For 1st 3 months Rs. 500 content FREE) Rs.
15% off on health check up. LILLIPUT 10% discount for Future card holders on all Lilliput apparels & accessories. 12. 15% discount on all Lilliput footwear. Regular offer: beauty services 30% flat discount.5% surcharge waiver on fuel purchases at select HPCL outlets.BLUE COPPER CHIMNEY YATRA PENNE SPAGHETTI 10%15% off on total bill amount 10%15% off on total bill amount 10%15% off on total bill amount 10%15% off on total bill amount THE APOLLO CLINIC For 1st 3 months 50% discount on a range of special FUTURE CARD & Apollo health checkups. HP Get 2. Regular offer: slimming/beauty/hair package 30% flat discount. 24 . 2000 FREE. 20% off on diagnostics checkups.5% off on INTERNATIONAL packages. List of brands in FUTURE CARD These are all details about FUTURE CARD. VLCC Inaugural offer: 1 face / body firming session plus counseling worth Rs. This is first time in INDIA that any company providing such type of LOYALTY CARD which any 1 can use in number of brands. These types of card really change the mind of customer towards the LOYALTY. These are all offers which are provided by FUTURE CARD. Regular offer: 15% off on RBS(salon services) TRAVEL PORT 15% off on Domestic packages 10% off on Weekend breaks.
Australian Graduate School of Management) When both attitude & behaviour are weak. weak attitude indicates the customer may not have any liking for the brand & the 25 . Dowling.LITERATURE REVIEW REVIEW OF CONCEPT AND THEORIES: FIRSTLY WE DISCUSS ABOUT WHAT IS CUSTOMER LOYALTY? SHETH & MITTAL have defined customer loyalty as “a customer‟s commitment to a brand. (Grahame R. which can result in four possible situations as shown in above fig. it means no loyalty exists. store or supplier based on a strong favourable attitude & manifested in consistent repatriate” Strong Behaviour Weak The above given definition of customer loyalty includes both behaviour & attitude.
it can be said that the customer has spurious loyalty.e. When the attitude & behaviour are strong. For to the retailers. thus adding more value to their best customers & satisfying them in the process. While weak behaviour means that the purchase of the brand or visiting the store is sporadic. Thus the retailers or marketers would have to make efforts at strengthening the customer‟s perception of the brand‟s or store‟s image. Very often in such instance the choice of the brand or store may due to convenient location or the customer loyalty is incidental & not yet well founded. the customer can be said to be having latent loyalty. treating them to attractive promotions. the retailers or marketers needs to reduce whatsoever barriers & tap the hidden potential of the market. i. Retailers are beginning to focus their attention on encouraging customers to visit outlets. The remaining two situation cases are interesting. he or she may easily switch brands change stores if given more choice or interesting price deals. it means that the customer has a strong brand or store loyalty. In the quadrant with strong attitude & weak behaviour. customer loyalty will indicate that customer are committed to purchasing merchandise & 26 . When behaviour is high but attitude is low.store. The customer likes the brand or store but is unable to buy or visit the same probably because the price is too high or he or she lacks accessibility to the brand or the store. Thus in such instances . the customer may buy the same brand again & again or shop at same store regularly but may not have a preferential attitude towards it.
extended warranties. low interest rates on financing. or testimonials. 27 . This equates to profitability. telling friends and family. It is a process. The term customer loyalty is used to describe the behaviour of repeat customers. as well as those that offer good ratings. not only to buy the same product again and again. However. Another good incentive for achieving customer loyalty is offering a risk free trial period for a product or service. reviews. Also known as brand name loyalty.services from them & will resist the activities of competitors attempting to attract their patronage. but also to try other products or services offered by the company. coupons. customer loyalty includes much more. or a group of programs geared toward keeping a client happy so he or she will provide more business. Customer loyalty is also achieved through free offers. Customer loyalty may be a onetime program or incentive. 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. these types of incentives are meant to ensure that customers will return. Buy one get one free programs are very popular. and other rewards and incentive programs. or an ongoing group of programs to entice consumers. Customer loyalty can be achieved in some cases by offering a quality product with a firm guarantee. as well as happy stakeholders. a program. high value trade-ins. rebates. thus adding them to the number of loyal customers. Some customers do a particular company a great service by offering favourable word of mouth publicity regarding a product. as are purchases that come with rebates or free gifts.
School of marketing University) 28 . If a product is faulty. but those who wish to develop customer loyalty on a large scale basis may also go above and beyond the standard. After all. This should be standard procedure for any reputable business. (Mark Uncles. variety. since the cost to attract new customers is significantly more than to maintain your relationship with existing ones. who will be unwilling to switch their loyalty. If a client has a problem. successful businesses typically see 80 percent of their business come from 20 percent of their customers. Some of the common bases for attracting customers are having dedicated employees. 2 Making customer develop an emotional attachment with the retailer‟s product offerings. The strategies are built after: 1 Developing clear & specific positioning strategies. the company should do whatever it takes to make things right. your efforts toward building customer loyalty will certainly payoff. However. Ten Tips to Build Customer Loyalty: The key to a successful business is a steady customer base. Too many businesses neglect this loyal customer base in pursuit of new customers. unique merchandise & superior customer service. But the challenge for the retailer is to have a loyal database of customer. it should be replaced or the customer's money should be refunded.Excellent customer service is another key element in gaining customer loyalty. They may offer even more by way of free gifts or discounts to appease the customer.
Read Know Product Basics for more. Train employees in the manner that you want them to interact with customers. And make sure that your staffs understand everything they can about your products. For instance.Here are ten ways to build customer loyalty: 1 Communicate. they will feel positively about their jobs and pass that loyalty along to your customers. the owner of a children‟s shoe store might offer a card that makes the tenth pair of shoes half price. or a holiday greeting card. Add other products or services that accompany or compliment the products that your regular customers buy regularly. because children outgrow shoes quickly. 2 Customer Service. Customers remember being treated well. 4 Employee Training. 5 Customer Incentives. Give customers a reason to return to your business. Go the extra distance and meet customer needs. If you are loyal to your employees. Likewise. Empower employees to make decisions that benefit the customer. Know what your steady patrons purchase and keep these items in stock. 3 Employee Loyalty. 29 . a dentist may give a free cleaning to anyone who has seen him regularly for five years. a reminder card for a tune u . Loyalty works from the top down. reach out to your steady customers. Whether it is an email newsletter. Train the staff to do the same. monthly flier. 6 Product Awareness.
Be reliable. For this in general the retailer will have to look into various aspects such as: 30 .7 Reliability. Consumer behaviour in the organised retail industry has altered drastically in the last few years. Alongside with Indians becoming world class service. The harder it is for a customer to speak to a human being when he or she has a problem. Building loyalty through advocating certain essential factors: Customers are constantly changing & their expectations also rising. The retail market is growing not only in terms of nos. This can be done by providing a good brand & store experience. Try to solve customer problems or complaints to the best of your ability. the less likely it is that you will see that customer again. So it becomes vital for retailers to pay attention to every little detail in order to be successful. Remember the theme song to the television show Cheers? Get to know the names of regular customers or at least recognize their faces. Excuses? Such as "That's our policy”? Will lose more customers then setting the store on fire. 8 Be Flexible. image & class. Read our 60 Second Guide to Managing Upset Customers for more information. If something goes wrong. If you say a purchase will arrive on Wednesday. deliver it on Wednesday. 9 People over Technology. let customers know immediately and compensate them for their inconvenience. but also in terms of stature. 10 Know their Ames.
if the overall brand & store experience is positive & pleasant. who will spread a bad word-of-mouth. Strategies to improve CUSTOMER LOYALTY in organization Strong customer service is the bedrock for creating loyal customers. postcards. Make it a priority by properly training your staff and continually reinforcing the message that the customer comes first. You can also let your customers know that you value their business by reaching out to them through newsletters. Further it is also likely that the popularity of the store increases through word of mouth. All these above aspects are really very important for the customer to experience delightful shopping experience in the mall. and email. If not handled well. so they're aware of seasonal sales and special products. On the contrary.Timing of the store In store design & layout Welcome the customer receives The ability to browse easily The behaviour & product knowledge possessed by sales persons The facility for making payments The attractiveness of the loyalty programs The packaging & the exit. it could result in a disgruntled consumer. Install a strategy 31 . the retailer may gain a flow of customer who would likely to patronize the outlet again & again.
C. they seek price deals & use coupons . IELSO Company of BRITISH super market shoppers on the basis of their attitude towards price & promotions. five groups of customers were identified: BRADED EVERY DAY LOW PRICING (ELDP) SEEKERS (19%) : These customers were strapped for cash due to limited income. Finally.though dislike bulk purchases.They respond well to store loyalty schemes but tend to switch brands although they may spend a lot on store brands. you can reward them with special discounts on products or services. Loyalties schemes are different for different organizations.e. Such customers are low on store loyalty but high on brand loyalty. 32 . generally seeking ELDP instead of promotions which may require them to alter their buying patterns i. flexible return policy. In the study carried out by A. they are very budget conscious .for responding to customer inquiries and complaints and create a fair. once you've developed a rapport with loyal customers. LOWPRICE FIXTURES FERRETS (23%): These customers are young families with strained financial expenses due to growing expenses due to growing expenses like mortgage etc. so they shop around to get the best price on their favourite brands. Basically loyalty schemes are there for the existing customers or for coming customers for their benefits. they go for bulk purchases.
They may take advantage of the promotions on their favourite brands. PROMOTIONALLY OBLIVIOUS (18. Thus retailers & marketers will not earn any long term gain from such customers. They may occasionally indulge in soft deals such as free items or coupons but dislike aggressive promotions & deals. They can easily be the retailers delight since they may be loyal to both brands & stores. So they reliable to a certain extent.4%): These customers will do anything to get the lowest shopping bill they find a thrill in finding bargain sale & take pride in telling others where such sales take place. although they may not switch brands. STOCKPILERS (21%): These customers are affluent & are unconcerned about the size of their bill.3%): This group is basically driven by habit. product assortment. Understand customer needs & provide a mutually beneficial customer service. They may switch between rational & store brands. Provide physical appeal Leading to store brand loyalty 33 . They select stores based on the location. settled on brands & stores & not interested in exploring better deals.PROMOTIO JUKIES (18. Make shopping a delightful experience. happily buying in bulk to stockpile & save money. & product quality rather than price or promotions. having loyalty neither for the brands. FACTORS ESSETIAL FOR BUILDIG STORE LOYALTY 1. 4. 2. 3. Offer spice of variety under single roof.
Build customer loyalty through adopting multi channel retailing. customer complaint handling & +ve attitude E S S E N 6. 34 . THIS IS ALL ABOUT THE CUSTOMER LOYALTY IN RETAIL SECTOR.5. 7. Adopt innovative or unique concept to please the customer.
It may be noted. 35 . and what would they mean and indicate and why.RESEARCH METHODOLOGY INTRODUCTION: Research methodology is a way to systematically solve research problem. In it we study the various steps that are generally adopted by researcher in studying his research problem along with the logic behind them. in the context of planning & development that the significance of research lays in its quality and not in quantity. It is necessary for a researcher to know not only the research methods/techniques but also the methodology. 2 Study the customer approach towards the retailers. but they also need to know which of these methods or techniques. 3 Study about the floor operations in shopping centres. Researchers should know how to apply particular research techniques. OBJECTIVES OF THE STUDY: PRIMARY OBJECTIVE: 1 Study about the LOYALTY schemes adopted by the retailers. 4 Comparative analysis of all retailers in this section to differentiate with other competitors. are relevant and which are not.
2 Customers‟ expectation from the retailers. 36 . 3 Gather the information about all the competitors.SECODARY OBJECTIVE: 1 Understand the customer behaviour inside the retailers. 4 All details about the loyalty scheme in retail sector.
There are various stages to solve the research problem as shown in following diagram
Rational / Scope of Study
Research Design ●Research Methodology ●Type of Research
Sampling Design ● Technique of Sampling ●Sample Population ●Sample Frame ●Sample Size
Data Collection ● Primary Data ● Secondary Data
DATA COLLECTION: PRIMARY SOURCE: The method of data collection is done by the way of survey; this is a process whereby first hand information is collected. This method is needed for meeting the specific objective of research study. Primary data was in the form of filled structured questionnaire by customers. In first section of the questionnaire, data was collected about customer‟s feedback about LOYALTY CARD. The purpose of second section of the questionnaire was to identify the perception of the customers regarding various retailers, so that a comparative analysis could be performed. SECONDARY SOURCE: The secondary data was collected in the form of company profile and product profile from the Web Site of PANTALOONS. Some other Web Sites were also referred. For collecting the required data the CSA‟S of the mall were also consulted. The data has helped in ascertaining the strategies and approaches of major players in market. Thus the study involved collection, analysis and interpretation of a lot of data relating to this sector. The data is collected from various sites, books, journals, etc. SAMPLE DESCRIPTION: After deciding on the research approach and instruments, the marketing research must design the sampling plan: 1 SAMPLING SIZE: The target for this the customers who come for shopping inside the mall. Sample size of the study is 200 customers who come for shopping inside the Shop.
2 SAMPLE SELECTION PROCEDURE: Since it is the survey of customer, to obtain an unbiased result the customers sample from the population were interviewed randomly. So the sampling technique chosen for the research is Random sample technique. Every customer inside the mall had an equal chance of being interviewed. Convenience sampling method was adopted for this study. 3 SAMPLE UNIT: The customers who come for shopping inside the Shop is the sample unit. 4 CONTACT METHOD: Personal approach to each and every customer for all surveys and interviews were the Contact method used for obtaining a proper and detailed feedback. A face-to-face Interaction took place with each sample representative. The data collected through questionnaire was properly classified and tabulated in the form of a report. These reports formed the basis for the comparative analysis and drawing inferences there from. From 5 FIELD WORK: The fieldwork was conducted for a period of 15 days for
both the research. Interviews were conducted inside the mall by face – face interviewing.
HYPOTHESIS AND TESTING
HYPOTHESIS STATEMENT: H0= Brands do not have a significant impact on consumer‟s purchase behaviour. H1= Brands do have a significant impact on consumer‟s purchase behaviour. HYPOTHESIS DISTRIBUTION TESTING USING THE CHI SQUARE (Χ2)
any statistical hypothesis test in which the sampling distribution of the test statistic is a chi-squared distribution when the null hypothesis is true, or any in which this is asymptotically true, meaning that the sampling distribution (if the null hypothesis is true) can be made to approximate a chi-squared distribution as closely as desired by making the sample size large enough. Chi Square is a test of significance based on bivariate tables. We are looking for significant differences between the actual cell frequencies in a table (fo) and those that would be expected by random chance (fe).The data are often presented in a table format. If starting with raw data on two variables, a bivariate table must be created first.
6. n = the number of cells in the table. Fig. which asymptotically approaches a distribution.1 showing degree of freedom Chi-squared distribution. The chi-squared statistic can then be used to calculate a p-value by comparing 41 . showing X2 on the x-axis and P-value on the y-axis. = an observed frequency.Calculating the test-statistic The value of the test-statistic is Where = Pearson's cumulative test statistic. asserted by the null hypothesis. = an expected (theoretical) frequency.
The result about the number of degrees of freedom is valid when the original data was multinomial and hence the estimated parameters are efficient for minimizing the chi-squared statistic.15911 hence alternative hypothesis is accepted. the distribution will lie somewhere between a chi-squared distribution with 1985) We have tested the hypothesis in the research using Chi – square test. R. Kothari. More generally however. (C. minus the reduction in degrees of freedom. the calculated value of my hypothesis is 161.4 which are greater than the degree value of 0. when maximum likelihood estimation does not coincide with minimum chi-squared estimation. 42 .the value of the statistic to a chi-squared distribution. The number of degrees of freedom is equal to the number of cells . Brand loyalty according to gender in retail sector. 2nd edition Particulars Male Respondent 125 37 162 Female Respondent 25 13 38 Total Respondent Yes No Grand Total 150 50 200 Since. and degrees of freedom.
And remaining people come after that. 43 . Sample size: 200 customers 1) Age of the customer INTERPRETATION: From the above chart we can say that on the basis of age group of the costumer 25 to 35 years aged people prefer to go with CENTRAL‟S.ANALYSIS AND INTERPRETATION OF DATA Section A: Objective: To collect whole detail about the awareness of customers towards FUTURE CARD.
2) Gender of the customer I. Male Female INTERPRETATION: From the above chart it explains that male gender more often visits as compares to female. Thus we can say that the gent‟s costumers are more loyal than ladies. II. 44 .
45 . 30000 and above usually purchases big brands at are significantly more loyal than those customers who are having less earnings and low purchasing power.3) Income range of the customer (per month) OPTIONS >15000 20000 to 25000 25000 to 30000 30000 above TOTLE RESPONSE 12 62 56 70 200 INTERPRETATION: From the above chart it determines us that people are having income level in brackets limits of Rs. After interpreting the chart we came to know that 35% people are satisfied with the CENTRAL‟S as compared to other stores in Bangalore.
46 .4) Are you aware of „Future Card‟ Loyalty programme OPTIONS Yes No TOTAL RESPONSE 60 140 200 INTERPRETATION: From the above chart it states that due to lack of knowledge amongst retailers 70% people do not know about the card loyalty programmes and other useful related information including schemes regarding spreading of customer awareness therefore maximum no of retailers prevailing in central are unable to educate costumers about this subject of loyalty programme.
and other are loyal customers.5) Do you have FUTURE CARD OPTIONS Yes No TOTAL RESPONSE 150 50 200 DO YOU HAVE FUTURE CARD INTERPRETATION: According to above mentioned chart it describes us that because of the 75% customers are ignorant about the matter of future cards and also doesn‟t known to any idea referring benefits of the card loyalty programmes. Such that customer post purchase behaviour is dark. 47 .
48 .6) Are you interested to be a part of FUTURE CARD? OPTIONS Yes No TOTAL RESPONSE 150 50 200 INTERPRETATION: This chart shows us that after getting knowledge on future card through various means and source now 75% customers are very much eagerly interested to participate in these card loyalty programmes anxiously and remain 25% are already have future card.
49 .7) Reasons for not being aware of FUTURE CARD OPTIONS Don‟t have any idea Not inform by any CSA Don‟t have any display TOTAL RESPONSE 70 60 70 200 INTERPRETATION: Probably the main reason behind not having (35%) future card awareness is perhaps (35%) retailer are less motivated and dedicated of upholding and maintaining the customer through card loyalty programme for future period.
34% customer tends to buy clothes thrice a month from these shops and 30% customer come from shopping. 50 .8) How often do you buy apparels (clothes) OPTIONS Once a year Once a month Twice a month Thrice a month TOTAL RESPONSE 25 35 65 75 200 INTERPRETATION: From the above chart it depicts that due to good apparels and good discount offers and other superb deals.
9) From where do you buy your apparels (clothes) OPTIONS Pyramid Central Shoppers Stop Mega mart TOTAL RESPONSE 60 80 50 10 200 INTERPRETATION: This chart emphasizes us that central is the first choice undertaken by the customer apart from any other shopping malls because 40% customer goes with central and 30% goes with Pyramid. 51 .
Section B of the questionnaire has been designed to collect data about the comparative analysis among the competitors. This section of the questionnaire is totally about loyalty card in CENTRAL‟S. 52 .10) How much do you normally spend on apparels (clothes) bought from shopping malls in a single shopping? Less than 500 Between 500 to 1000 Between 1000 to 2000 Between 2000 to 5000 More than 5000 Not Applicable 32 43 47 43 15 20 THIS RESEARCH IS BASICALLY FOR THE LOYALTY SCHEMES.
PARAMETERS CENTRAL SHOPPERS PIRAMYD WESTSIDE MEGA STOP MART Price 68 29 34 23 17 21 34 34 45 42 23 72 46 23 17 34 43 12 23 46 25 34 30 17 12 Brands Available 79 Product Range Trial Rooms Offers Customer Service Parking Store Layout Events Ambience Food court Loyalty scheme 67 87 78 85 98 103 110 98 167 33 23 22 32 12 08 75 33 36 34 54 10 80 32 29 18 23 10 12 14 10 06 13 05 00 53 .Section B: This annexure depicts the collected data for COMPARATIVE AALYSIS with respect to other stores. Sample size: 200 customers.
As compare to price range there is close competition. So CENTRAL has to keep focus on each & every brands.1.Q.Which store you find the price best? INTERPRETATION: From the above chart we can say that on the basis of price as a parameter 34% people likes to shop in CENTRAL‟s. 54 . The main reason behind is the in house brands of PANTALOONS which are really very affordable to everyone who comes for shopping & wide range of options & sufficient space for each and every brand & good service.
55 .Which store you find that there is a good range of brands available? INTERPRETATION: From the above chart we can say that on the basis of brands available 39% people prefer to shop in CENTRAL‟s. wide range of options.Q.2. As compare to other competitors CENTRAL‟S have more space for each and every brand. The reason is availability of various brands as well as various in-house brands.
Which store has a good product range available? INTERPRETATION: From the above chart we can say that on the basis of product range 33% people prefer to go with CENTRAL‟S.3. 56 .Q. It has a good range of products as various in-house brands are also available with economical prices. They can still improve upon by getting various other brands and introducing various in house brands.
57 .Q. Another reason is enough space in each trial room. which made by latest technology.Which store has a good trial room facility? INTERPRETATION: After interpreting the chart we come to know that 43% people are satisfied with the trial rooms at CENTRAL‟S as compared to other stores in Bangalore. So CENTRAL‟S should maintain the service of trial room in the same manner.4.
5. \ 58 .Which store has got good promotional offers? INTERPRETATION: After interpreting the chart we come to know that 39% people feel the offers in CENTRAL‟S are really good & attractive.Q. So customers are satisfied with the offers that CENTRAL‟S launches at regular intervals.
staff suggestions.6.) given by CENTRAL‟S are much better as compared to other stores in Bangalore. 59 .Which store provides the best service? INTERPRETATION: Taking into consideration the above statistics we can see that 42% people feel that the service (free alteration.Q. redeem parking coupon etc. So they should keep enhancing the loyalty program and should keep in mind that customer is the king so we need to provide best services to keep the customers loyal. exchange policy.
7. because they are parking on the sharing basis. 60 . only CENTRAL‟s has its own space for parking other than others. Its parking is in basement that why customers get more space for parking. In central‟s they provide valet parking also which is not there in other stores in Bangalore. While paying the shopping bill they can redeem the parking coupon.Which store has a good parking facility? INTERPRETATION: We can interpret from the above chart that 49% people find that parking is not a problem at CENTRAL‟S.Q. As compared to other stores in Bangalore. There is the lift facility for customers to the basement.
The items in the store are visible and it‟s convenient to shop. Each section gives enough space that customers can easily go and select their favourite item.Q.8. 61 . In CENTRAL mall each section is divided in to various sections. There is food court also which also encourage customer to shop inside the mall.Which store has a good store layout? INTERPRETATION: We can interpret from the above chart that 54% people feel that it is comfortable to move around in the store.
Q. 62 .Which store has organized good events? INTERPRETATION: We can interpret from the above chart that 55% people feel that events organised in CENTRAL‟S is better than other stores in Bangalore. “electronic AUCTIONS” etc. “DENIM EXCHANGE MELA”. During my internship we organised various events such as “YOUTH BUZZ” in this we organise SALSA DANCE competition. In all these events there is huge response of customers because of that during those days sale of the mall also increases.9.
Q.Which store has good ambience? INTERPRETATION: We can interpret from the above chart that 49% people feel that ambience in CENTRAL‟S is better than other stores in Bangalore.10. Basically CENTRAL‟s pays more attention towards the customer‟s requirement what they want? What are their expectations towards the mall? 63 .
Other stores not allow any type of food stuff inside the mall. Because only CENTRAL‟S goes with the concept that “shop. That is the slogan of Central‟s.Q. 64 . eat & celebrate”.11. That the reason why there is huge approach of customers in CENTRAL‟S.Which store has good food court? INTERPRETATION: We can interpret from the above chart that 83% people feel that events organised in CENTRAL‟S is better than other stores in Bangalore.
12.Q.Which store has good loyalty scheme? INTERPRETATION: We can interpret from the above chart that 40% people go with Central‟s. Central‟s has to keep more attention towards this. 65 .
So by organizing some events or with good product range & discounts. No of other customer who buys more than 2 times. 2 There were higher percentages of customers who like to buy from CENTRAL as compared to other competitors.FINDINGS OF THE STUDY From this above given questionnaire following are the observations & recommendations. 3 As per the data collected through this survey. between the age group 25 to 35. these remaining customers get diverted towards CENTRAL. 4 Majority of females customers are there. we can say higher no. as compared to male customers. These are also the targeted customers for the CENTRAL‟S. Observations: 1 From this research. there is majority no. So these customers are loyal customers for CENTRAL‟S.who loves to shop in CENTRAL‟s. of customers is youngsters. (Pyramid. shoppers etc. 66 . 5 As per income range is concern. businessmen etc. majority of customers are high class customer‟s means income (30000+/month). Along with professionals.) Means majority of customer like to shop from CENTRAL‟ which also reflects the loyalty of the customers. 1 time in a month is also there. of customers who buys more than 3 times in a month as compare to other customers.
among 200 customers only 30% customers have the FUTURE CARD.10000 also which again reflects the loyalty of the customers. Some customers even shop for more than RS. 6 There is higher no. of customers who spend more than Rs. The main reason behind it is that they don‟t have any idea about FUTURE CARD. 67 . there is no display inside the mall for FUTURE CARD. More than 70% customers expressed their interest to be a part of FUTURE CARD. 3000 or above for their one time shopping. it was disappointing to see the result that is only 30% customers were aware about the FUTURE card. As per the data collected by questionnaire. They are very interested to be a member of FUTURE CARD. Only few of them know about it.They are really brand conscious and loyal customers. All the employees working over there are not aware of that. They want more information about the FUTURE CARD. The main reason behind this is. Another objective behind this study was to understand the customer‟s awareness about FUTURE CARD.
Because of this they get more LOYAL customers. Adopting effective brand loyalty schemes would facilitate the organized retailers to enhance the loyalty of their customers. Central‟s has to create the awareness about the FUTURE CARD. Thus CENTRAL will be able to build more loyal customers. informing every employee over there to tell every customer about the FUTURE CARD. CENTRAL does have to arrange some events for promotion of FUTURE CARD. At the cash counter keep any executive to give information to each and every customer or make a proper section for FUTURE CARD at the entrance of the mall. As we discussed above more than 70% customers were interested to be a part of the FUTURE CARD. Retailers are striving for the sustainability in this competitive market.CONCLUSION & RECOMMENDATION As per this study. By that every customer should become aware of the FUTURE CARD. Retaining the customer is the challenge for the retailers. This one are where CENTRAL‟S has to concentrate. Including proper displays inside the mall. Once a customer is lost. 68 . it would be difficult to bring him back to the store.
(Published 2007) Seventh edition Philip Kotler.BIBLIOGRAPHY WEBSITES www.com www.retailbiz. (Published 2008) Third edition. (Published 2007) MAGAZINES ICFAI Journals Business Today Harvard‟s Journals 69 . Dunne.futurebazaar.com BOOKS Suja Nair.retailyatra.com www. Kishore Biyani.com www.com www.timesofindia.com www.com www. It happens only in India. Retail management.future.com www. (Published March 6 2008) Thirteenth edition.wikipidea.amazon. Marketing Management.economictimes. Retailing. Patrick M.
............................................................. 3) Address:........................ 5) Income range of the customer (per month)? o >15000 o 20000 to 25000 o 25000 to 30000 o 30000 to aboub 6) Are you aware of “FUTURE CARD” Loyalty Programme? o Yes o No 7) Do you have FUTURE CARD? o Yes 70 ............................................... 2) Age:............................................................... 4) Gender:..........................................................APPENDIX – 1 QUESTIONNAIRE Section A 1) Name:..........................................................................
o No 8) Are you interested to be a part of FUTURE CARD? o Yes o No 9) Reasons for not being aware of FUTURE GROUP? o Don‟t have any idea o Not inform by any CSA o Don‟t have any display 10) How often do you buy apparels (clothes)? o Once a Week o Once in 15 days o Once a month o Once every three months o Once every 6 months o Once a Year 11) From where do you buy your apparels (clothes)? o Pyramid o Central‟s o Shopper‟s Stop o Mega mart 71 .
o Less than 500 o Between 500 to 1000 o Between 1000 to 2000 o Between 2000 to 5000 o More than 5000 o Not Applicable 72 .12) How much do you normally spend on apparels (clothes) bought from shopping malls in a single shopping.
Which store has a good product range available? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART 73 .Which store you find that there is a good range of brands available? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART Q.Which store you find the price best? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART Q.Section B Q.3.1.2.
Which store provides the best service? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART 74 .Q.Which store has got good promotional offers? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART Q.6.5.4.Which store has a good trial room facility? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART Q.
8.Q.7.Which store has a good parking facility? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART Q.Which store has organized good events? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART 75 .9.Which store has a good store layout? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART Q.
11.10.Q.Which store has good loyalty scheme? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART 76 .Which store has good food court? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART Q.Which store has good ambience? o CETRAL o SHOPPERS STOP o PRAMID o WESTSIDE o MEGA MART Q.12.
69 percent responded that they found the "loyalty" metric very useful. in marketing consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service. 2. Introduction: Brand loyalty management in Retail Industry means. Otherwise stated. Customers may repurchase a brand due to situational constraints (such as vendor lock-in). 1. In a survey of nearly 200 senior marketing managers. brand loyalty. or other positive behaviours such as word of mouth advocacy. however. Brand loyalty is more than simple repurchasing. The degree to which a consumer consistently purchases the same brand within a product class.APPENDIX – 2 Synopsis for the Project on Title of the Project: A study on brand loyalty management in retail Industry. The situation in which a consumer generally buys the same manufactureroriginated product or service repeatedly over time rather than buying from multiple suppliers within the category. a lack 77 .
For example. True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behaviour. While retail loyalty programs have many purposes. that have a customer database as part of their regular service offering. Loyalty programs have been used in commerce for many years. This was in obvious contrast to banking and telecommunications industries." they were unable to recognize individual customers and reward them for desired behaviour. originating in Germany where price based competition was disallowed by governmental restrictions in certain industries. S&H Green Stamps rewarded grocery store and gas station customers with stamps redeemable for appliances and other merchandise. In general. if Joe has brand loyalty to Company A he will purchase Company A's products even if Company B's are cheaper and/or of a higher quality This will help in understanding the changing trends and preferences of the consumer towards Retail industry. Retail loyalty programs evolved when progressive retailers recognized that without a "customer identification tool. or out of convenience.of viable alternatives. the greatest value that is created for retailers is the ability to identify individual customers and to measure and understand their individual behaviours. among others. This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices. In the 1950s. loyalty programs are often developed with good intentions but unclear objectives. they may cost less to serve. and can bring new customers to the firm. Such loyalty is referred to as "spurious loyalty". This 78 .
all at the same time. Significance of the Study: To understand buying pattern regarding the brands in retail industry. The research study explores the brand loyalty management strategies adopted by the selected retailers to retain their customers. demographics and regional boundaries. a job compulsion and a lifestyle durable. This opportunity is often misunderstood by retailers and consumers alike. 79 . Retail store are a necessity. To understand the impact of these strategies amid the customers.consumer behaviour data far outweighs the "currency" value of providing consumers the opportunity to build a reward opportunity by shopping at one particular retail banner. To understand the reasons for switching one brand to another brand. sex. Objectives of the Study: To understand the brand loyalty building strategies adopted by selected retailers. Retail stores service was introduced in India 10 years ago. Statement of the Problem: Retail Industry is now inexpensive. reaching across age. They have become an indispensable commodity. To understand the relationship between the retail store and customers. easy to use comfortable and is equipped with almost every feature we desire. a style statement. To understand the commitment of customer towards particular retailers and their brands To learn customer‟s requirements.
Research Methodology: To extract necessary information regarding this project. primary data is to be collected through different techniques such as questionnaire. Scope of the Study: To study the attitude of teenagers and youth towards different brands in retail store. Research is limited to Bangalore city only. Limitation of the Study: Respondent may be not informational. To find out the people‟s perception about the particular brand. Interviews and Surveys etc. 80 . To understand consumer requirements of the customers.Data‟s collected for the study/research of the project. Interviewee may not be willing to give the answers. Understand their perceptions for different brands in retail store. surveys. and interviews. These data will give a clear picture about the different attributes influencing the customers. 1-Tools for collecting Primary data: It is a first-hand data collected by the researcher through Questionnaires. a) Types of data sources . Identify the different associations with retail store. Answer given by the respondent and the interviewee may be biased.
Journals. b) Hypothesis: This study is exploratory in nature. etc. Sample of minimum 150 respondents will be obtained from the population. 3-Sampling data: Industry records. 4-Tools for collecting Secondary data: These are those data which have been collected by some other researcher in the past for their research. Secondary data can be collected from articles published dailies. and industry reports through visits to libraries and also from the worldwide web.2-Sample size: Number of the sampling units selected from the population is called the size of the sample. generated. magazines. Interviews. hypothesis is not being 81 .
There is considerable growth in number and size of retailing organization. This will showcase the different attributes which influence the changing trend in buying behaviour. the researcher would like to present an overall study of Brand loyalty management in Retail Industry. Retailing is the most dynamic activity in the chain of distribution. Nature of retailing depends on two main consideration viz. 82 .CONCLUSION Through this synopsis. These wants are satisfied by the products which he is purchasing from the retailer. value addition and providing utility. Retailing as a part of supply chain management helps the consumer to satisfy his wants. Depending on this nature of retailing. organization is decided whether it can be smallest organization like retail shops or a super market.
Publication – Biztantra (management for the flat word) The Retail value Chain (Sami Finne & hanna Sivonen). Publication data .BIBLIOGRAPHY Books: Retail management (chetan bajaja) Edition-2009.Oxford university press Customer Service in Retailing (Anil Mishra & Ruchi Gupta) Edition-2009. publication – kongan page Website: http://www.com/ http://www.retailindustry.com 83 .bigretail.