How Customer Loyalty is affected by Brand Image

Sacson Enterprise

Submitted by: Krishna Vaish

Class: B. Com (H)
Enrolment no: A7004619035
Specialization: Marketing

Under guidance of: Mr. Sachin Vaish

Industry Guides name: Sachin Vaish Faculty Guide: Dr. Azra Ishrat
Designation: Operation Manager Designation: Asst. Professor
Organization: Sacson Enterprise Organization: ABS, Lucknow

(SUMMER INTERNSHIP REPORT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF

FULL TIME DEGREE OF Bachelor of Commerce with Honours (2021-22))

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

1
 DECLARATION

Title of project report :- How Customer Loyalty is affected by brand image

I understand what plagiarism is and am aware of the Amity University’s policy in this regard

I declare that

(a) The work submitted by me in partial fulfillment of the requirement for the award of degree
B.Com(H) assessment in this Summer Internship is my own; it has not previously been
presented for another assessment.

(b) I declare that this Summer Internship is my original work. Wherever work form other source
has been used, all debts (for words data, arguments and ideas) have been appropriately
acknowledged and referenced in accordance with the requirements of NTCC Regulations and
Guidelines.

(c) I have not used work previously produced by another student or any other person to submit
it as my own.

(d) I have not permitted, and will not permit, anybody to copy my work with the purpose of
passing it off as his or her own work.

(e) The work conforms to the guidelines for layout, content and style as set out in the
Regulations and Guidelines.

Date: 10/05/2021 Krishna Vaish

A7004619035

B. Com (H) Sem IV

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 STUDENT’S CERTIFICATE

Certified that this report is prepared based on the summer internship project

undertaken by me in SACSON ENTERPRISES from 10th May 2021 to 11th

June 2021, under the able guidance of Mrs. Azra Isharat in partial fulfillment of

the requirement for award of degree of B.Com from Amity University, Uttar

Pradesh.

Date 10/05/2021

Krishna Vaish Azra Isharat Dr. Rohit Kushwaha

Asst. Professor
(Student Name) (Faculty Guide Name Prof………………
with Designation) Director (ABS)

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 FACULTY CERTIFICATE

Forwarded here with a SUMMER INTERNSHIP REPORT on “HOW CUSTOMER

LOYALTY IS AFFECTED BY BRAND IMAGE”

Submitted by Krishna Vaish, Enrollment No. A7004619035, student of B.COM (H) Vth
SEM (2019-2022).

This project work is partial fulfillment of the requirement for the degree of B.COM (H) from
Amity University Lucknow Campus, Uttar Pradesh.

DR. AZRA ISHARAT

ASSISTANT (PROFESSOR)

AMITY BUSINESS SCHOOL

AUUP

4
 AMITY UNIVERSITY, Uttar Pradesh Lucknow Campus

INTERSHIP PROGRAM AND CONFIDENTIALITY AGREEMENT

This AGREEMENT is between the office of the register Amity University Uttar Pradesh Lucknow
Campus and Krishna Vaish a student presently studying at the Amity Business School.

The student named above desires to undertake summer internship / training program as intern in
the institute / Department / Center Amity Business School, Amity University Lucknow Campus as a
part of his studies. The competent authority of the institute where the student is presently studying
has officially recommended the student, confirming his antecedents, track record and good moral
character.

CONFIDENTIALITY:

Confidential information means any information of a secret or confidential nature relating to the
internship / training workplace. Confidential information may include, but is not limited to, trade
secrets, proprietary information, customer information, customer lists, methods, plans, documents,
data, drawings, manuals, notebooks, reports, models, inventions, formulas, processes, software,
information system, contracts, negotiations, strategic planning, proposals, business, alliances, and
trading materials and / or any other intellectual property of the University.

The student / intern agrees to observe the confidentiality requirements of the Amity University, its
Disciplinary procedure in all respects and any additional requirements set out by the Amity
University. Specifically, the students / intern agrees to observe confidentiality in the following
respects.

As University intern, I agree that:

1. I will use confidential information only as needed by me to perform my legitimate duties as

intern. This means, among other things that.
B. I will not seek confidential information for which I have no legitimate need to know,
C. I will not any way divulge share, copy, release sell loan revise, alter or destroy any
confidential information except as properly authorized within the scope of my internship:
D. I will not misuse confidential information or carelessly care for confidential information; and
E. I will strive to protect the privacy of all confidential information that I come into contact
with.

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2. I will safeguard and will not disclose my access code or any other authorization I have that
allows me to access confidential information. I accept responsibility for all activities
undertaken using my access code and other authorization.
3. I will report to my Head / supervisor activities by any individual or entity that I suspect may
compromise the confidently of confidential. Reports made in good faith about suspect
activities will be held in confidence to the extent permitted by law, including the identity of
the individual reporting the activities;
4. I will be responsible for my misuse or wrongful disclosure of confidential information and for
my failure to safeguard my access code or other authorization to access confidential
information. I understand that I have no right or ownership interest in any confidential
information referred to in this agreement. The University may at any time revoke my access
code, other authorization or access or confidential information. At all time during my
internship with AmityUniversity, I will act in the best interests of PMC.

I have read and understand the above definition of “ confidential information “ I agree that I will
not at any time, both during and after my enrollment in University Internship, communicate or
disclose confidential information to any person corporation or entity.

It is understood that any breach of confidentiality will result in immediate termination of the
internship and that a report of the breach will be made by the concerned Head of Institution.

HAVE READ THE ABOVE CONFIDENTIALITY AGREEMENT AND AGREE TO ITS TERMS.

AGREED Sachin Vaish (SIGNATURE)

Sachin Vaish (PRINTED FULL NAME)

10/05/2021 (DATE)

Signature of Authorized signatory of the institution

(Institution deputing the students)

ACCEPTED

REGISTRAR

AMITYUNIVERSITY, UP

NOIDA

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 ACKNOWLEDGMENT

I take this opportunity to express my profound gratitude and deep regards to my faculty
guide Dr. Azra Isharat for his exemplary guidance, monitoring and constant encouragement
throughout the course of this project. The blessings and guidance given by him time to time
shall carry me a long way in the journey of life on which I am about to embark.

Lastly, I thank almighty, my parents for their constant encouragement without which this
assignment would not be possible.

Sincerely,

Krishna Vaish

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 Index

Title Page no.

INTRODUCTION TO THE 8-20
TOPIC
COMPANY PROFILE 21-28
DATA ANALYSIS AND 29-40
INTERPRETATION
DATA ANALYSIS AND 41-45
INTERPRETATION
BIBLOGRAPHY 46
ANNEXURE 47-50

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 Chapter 1
INTRODUCTION TO THE TOPIC
How Customer Loyalty is affected by brand image

Introduction
A strong Brand Image helps with keeping the relationship in the mind of potential
purchasers. Customer devotion is one of the essential factors or obligation regarding
affiliation that is the significant delayed consequence of brand picture and the
organizations level that they are providing for the customers. In this manner, if the
association needs to match its adversary. They should give quality things and
organizations to make the customer devoted to their things and organizations. Care and
satisfaction of the thing augmentations the overall image of the brand. The satisfaction of
the customer is the possibility of exhibiting. The satisfaction of the customer shows how
things are passed on to customers. The customer is more satisfied when he gets
extraordinary quality things at low expenses. Also, right when the customer is more
satisfied it manufactures the image of the brand and makes the customer devoted to that
thing.

Brand awareness is something about the item, quality, and cost in the brain of the client.
What amount the client thought about the element of that brand? Be that as it may, the
client normally buys those items that have a respectable picture in the psyche of
customers. The buying conduct of the client is impact through the Awareness of the
brand. Brand Mindfulness is the determinant of business achievement; a large number of
the investigates on the familiarity with the brands show that it impacts the picture of the
brand and faithfulness of the client. Brand image whenever made meet the assumption
from the brand will be prompting fulfillment.

Background of the Study

Presently a day the opposition between the organizations is excessively high. It is hard for
them to keep up their upper hand. From past couple of days, the customers' requirements are
found that are changing quickly and which prompts the high tension on the organizations.

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The reason for this research is to proceed with the current examination on brand picture and
purchaser dependability. The requirement for this exploration is emerging as the issue of the
brand picture purchaser’s devotion with the interceding job of the fulfillment of the
customers and the mindfulness about the brand. However, the previous investigations on
these factors show that the association between brand picture and the faithfulness of the
purchasers is in the type of high effect.

In light of the past examinations, it is tracked down that the clients profoundly mindful about
the item have the best steadfastness. In case the customers are content with the brand they
will show commitment to that thing. While the brand picture makes more worth in the
personalities of the clients in light of certain feelings. According to the thoughts given over
the investigation, we will lead will stress to explore the effect of brand picture on buyer's
reliability. A large number of the brands are working in Pakistan through this investigation
we will stress the estimation for the brands what's more, their effect on the purchasers and
furthermore the customers.

Objective of the Study

The investigation is intended to check the Impact of a Brand picture on the unwaveringness
of the client with the interceding impact of fulfilment of the client and brand mindfulness.
Hence the research has the following objectives:
 Check different factors that affect the loyalty of the customer.

 Examine the impact of consumer Satisfaction on the loyalty of customers.

 Analyse the act of Brand Awareness in the satisfaction and loyalty of the customer.

 Consider the effectiveness of Brand Image in the loyalty of the customer.

Research Question
A few inquiries concerning the investigation are as per the following:
 How Image of the Brand affects customer loyalty?

 In what ways purchaser satisfaction and brand care are mediating the impact of Brand
picture on the reliability of the customer?

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  What is the connection between the brand and the conduct of clients in the purchasing
choice cycle?
Literature Review

Brand Image
In the promoting field Brand Image is one of the significant ideas. As the investigation of
Mao 2010, in the advancement of a brand, the picture of the brands assumes a fundamental
part. The image of the Brand is a composite of client knowledge and certainty about the
brands. The picture of the Brand is the arrangement of insights for a particular brand. This
arrangement of insights assumes a fundamental part in the purchaser choice cycle of
procurement when he/she is searching for an elective brand. Brand picture ideally affects the
brand picture. On devotion of the buyer image of the brand has a constructive outcome. At
the point when a client is fulfilled the picture of the brand gets solid. That is the reason on
consumer loyalty Image of the Brand has a positive effect.

Brand Image isn't found in the specific characteristics of the main thing. However, Brand
Image is something that brings out by advancements, notice. At the point when a client
utilizes the item and communicates his/her sentiments about the item before others. That is
building a brand picture of that item. The picture of the brand is something about item
includes, plan, bundling, and the qualities of that brand or item that make them extraordinary
and special from different items.

Brand Image contains how shoppers react to the advantages of its various highlights which
the brand gives to the customer. Brands can be worked through an alternate cycle. In the
underlying advance make the strategy of the brand and go along with it with the business
targets. In the subsequent advance, we utilize every one of our apparatuses to advise the
buyer about our image or the item and administrations. Besides, the third way to make
changes in the brand once in a while with new features and development which advantage the
purchaser. The Image of the Brand varies with the perspective on the customer. Its model is
some client like minimal expense and extraordinary quality this minimal expense and
fantastic make the Image of the Brand. A couple of purchasers like the best and fascinating
quality at any cost. These purchasers additionally think the Brand has a decent picture and we
likewise educate others to utilize the items regarding that brand. Picture of the Brand shows
the nature of the association not the tones, name, and logo of that brand. The Image of the
Brand becomes more grounded when the association refreshes its image quicker than rivals.

The fundamental occupation of a Brand is to assist the purchaser with isolating the things and
organizations foundations, creating, and separate the things and organizations from
rivals/competitors. The image of the brand can turn out to be more grounded when the brand
satisfies the prerequisites and solicitations of the customers. If the brand picture is positive

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which will incite understanding the buyers about the business and the brands? Brand picture
in phrasing shows the inspiration driving your associations and attracts buyers.

Customer Loyalty
Is the purchase direct of the buyer where he/she buy again and again a comparable brand
thing and organizations later on paying little psyche to rise to tries? Devotion can be
something about the customer thinking about the thing. None of the specialist ye gives the
genuine definition to the customer steadfastness yet there are different thoughts regarding it.
The association is centered around client responsibility, which creates an advantage for the
buyers that is the reason they buy the results of a similar brand over and again. The
commitment of the brand is where the customer buys the aftereffects of a comparative brand
again and again. Not all devoted customers look at the expense of that brand some of them go
probably as an ally of the association, which add to pulling in the customer. The dedication of
the brand can likewise influence the purchasing decisions of the client.

For the most part, there are two perspectives of brand unwaveringness. One is conduct
faithfulness. Other than the other is attitudinal Loyalty. Conduct Loyalty is the repurchase of
the client from a comparative brand. Attitudinal Loyalty in which the client repurchases the
item without basically buy conduct. As demonstrated by Chaudhuri and Holbrook, 2001,
communicated that there is a quick relationship between brand unwavering quality and the
worth premium of the brand. The expense of the brand is the indication of devotion. The
expense of the thing is paid instead of the other thing with the very benefits that may be low
or high is known as the worth premium.

Customer Satisfaction
Exactly when the work and items fulfill the need and demands of the customer at an over-the-
top level the customer should be satisfied. Organizations and thing credits and the real thing
give bliss and satisfaction to the customer, the customer should be satisfied. Similarly,
announced that past investigations on buyer fulfillment feature for the most part on impact of
the expectations, execution, and influence notwithstanding value on fulfillment. Fulfillment
on the item resembles administration or item greatness, administration or item
accommodation, practice configuration, seen worth, and client relationship benefits. Buyer
reliability is something that how the firm thing execution is according to the need of the
customer. Additionally, some various researchers said that the endurance of the customer and
shopper faithfulness is free from each other. Fulfillment is something that individuals say
about the item.

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What's more, Loyalty is people specialty. The client becomes faithful when he is happy with
the item and administrations of that brand. From the Loyal client, the association makes more
benefit in light of the fact that the unwavering client buys a similar Brand items over and over
and recognizes others to buy similar items and administrations. Faithful Customers can't
change to other brand items and true with their image's item. In various market circumstances
and advertising endeavors, clients won't change to equal and different brands. Faithful clients
are a resource for the association and important in making benefit and manageability.
As indicated by Bowen and Shoemaker, 2003, in the event that the customers are content
with a brand, they will show a positive picture likewise, have positive words about the brand.
The purchasers are not satisfied the significant outcomes are that firm can't pass on as shown
by the suspicions for the buyers.

Brand Awareness
It is something that client at any point watches and caught wind of the brand we can say that
he/she knows about the brand and know the brand successfully. Likewise, the name of the
brand is the most critical. In dynamic Brand, mindfulness helps the client. By thinking great
about the Brand and have mindfulness about the Brand the client settled on purchasing
choices without any problem. Clients acquire brand mindfulness through the web, paper,
radio, and other media of data. Exactly when the customer thinks about the authenticity and
terrible signs of the brand this care diminishes the risk in thing assurance. Brand care
interfaces the customer with the brand they try to have. The best care about the brand comes
when the client uses the aftereffects of the brand. The customer thinks about the brand when
he saw the brand and sees a substitute notification on the media. Through the media, he gets
aware of the component and working of the brand things.

Exactly when the client thinks about the brand's features and figures this brand can fulfill its
necessities then he decides to purchase that brand. Brand Awareness is the typical for the
client when he will purchase the aftereffect of the brand.

Brand Image & Customer Satisfaction

The positive picture of the brands improves the fulfillment of the client. At the point when a
client knows about the brand and utilizes that brand if a customer is content with the brand, it
assembles the picture of the brand. A positive brand picture improves consumer loyalty.
Consumer loyalty assists with developing the picture of the brand. The picture of the brand is
significant for an association that moves towards Customer fulfillment. Through Image of the
Brand and consumer loyalty association improve their viability. While applying this idea to

13
the store. This idea shows that the impacts of store picture are connected with store
fulfillment. The extraordinary association between the organization and the customer shows
the relationship between brand picture and client satisfaction.

The researcher says there is no critical association among commitment and satisfaction. In
any case, the image of the affiliation is associated with buyer faithfulness. Dependability
improves the picture of the brand. Also, the picture of the brand is a decent buyer is more
fulfilled to buy that brand. At the point when an association give quality at a low cost and
satisfy the necessities and requests of customer the shopper is more fulfilled which help to
improve the picture of the brand. By improving the picture of the brand, the association
appreciates more benefit and generosity.

Customer Satisfaction & Customer Loyalty

Different assessments show that when the customer is content with the brands, he gets
devoted to that brand. It's anything but's a prompt relationship between the satisfaction of the
buyer and customer commitment. If the buyer is happy with the brand things and
organizations. Clients do laud that brand before others. Because of high fulfillment from the
brand, a client has less opportunity to advance toward another brand. Numerous examinations
affirmed that the fulfillment of the client positively affects client reliability. It incorporates
various aims of the client.

Expectation to buy over and over a similar brand. Purpose to propose a similar brand to
others which he employments. Goal to visit a similar store over and over. Studies show that
the satisfaction of the customer is the essential factor of buyer endurance. A few
examinations are not fulfilling on this point some Customer who is steadfast yet not fulfilled
from the brand and some are the client who is fulfilled yet not faithful with that brand. At the
point when the brand is fulfilling the need and requests of the purchaser, he turns out to be
happier with the brand. What's more, when the customer is fulfilled, he becomes faithful
which is useful for the association. For making customers dedicated to the brand affiliation
needs to cultivate a strong brand to realize their expected vested party and make frameworks
as demonstrated by their proposed vested party. Make their things according to the necessities
of the client and low expenses than the rival. Give extraordinary quality for a minimal price
in like manner makes the customer devoted to that brand.

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Brand Image & Brand Awareness
Various theoretical and the applied signs from the new learning show the quick relationship
between the image of the brand and brand care. As shown by Aaker and Equity, 1991, that
the brand picture and care about the brand have a solid relationship among each other as care
about the brand is a critical matter that maintains a brand to continue on in the thoughtfulness
regarding the purchaser. While, as per Aaker, 1996 that from the investigation is discovered
that brand picture and brand mindfulness need to get in the avocation. By the investigation to
Tong and Hawley, 2009, brand mindfulness is the fundamental piece of a purchaser brand.
Familiarity with the brand is would in general form the picture of the brand in the way to deal
with the buyer consciousness of the brand solely affects the perception and conduct of the
customer. Numerous specialists show that the consciousness of the brand can fabricate the
picture of the brand. At the point when a client knows about the highlights and attributes of
the brand, he/she feels no hesitance to buy that brand. Since he is thought about the brand and
buys this is on the grounds that he is fulfilled it will assist with improving the picture of the
brand. Brand care is essential to keep up the brand picture in buyer's perspective on the brand
is as of now known watching out and the buyers consider the brand it will make the
straightforward relationship in the characters of customers. If the care about the brand is high
the buyers will get the brand adequately with less time.

Brand Awareness & Customer Loyalty

From the fulfillment of the buyer, we can anticipate the future acquisition of the customer.
The purchasers that are more joyful with the thing will purchase more next time according to
the Zeithaml, Berry, and Parasuraman, 1996 are recommended that the customers endeavor to
have the satisfaction about the organizations and the product and besides give the less
response towards the competitors' things that they are offering keeping watch. For the most
part, unwaveringness has been found as a significant piece of brand mindfulness.
Simultaneously, mindfulness and dependability about the item are more often than not
connected by numerous individuals of the analysts' examination. A large number of the
others have considered it as the connection between the contenders' items though a portion of
the others even didn't get any of the heading and are unidirectional. Brand mindfulness
watches out for the clients that are item fulfilled or isn't finished without different factors that
are intervening. They by and large will overall be used as the primary justification the
repurchase and to commit the name of the brand for their affiliation.

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Brand Image, Brand Awareness & Customer Loyalty
How the customer sees the image of the brand in their minds and has remarkable significance
other than the real one. Which means of brand picture is the manner in which buyer takes the
specific brand, and the uniqueness of the brand is the principles through which most of the
associations present their new brands keeping watch and how they are trusting and getting
along the regard for the thing to the customers to purchase their new thing. It's anything but's
a probability that the customers can have another brand picture and they are firm in offering
the differentiation Bian and Moutinho, 2011.

During the recent years as a result of intelligent improvement, the buyers have gotten more
aware of things and they basically purchase that thing about which they know an
extraordinary arrangement and have clear information about the features and are moreover
according to their necessities. All of the associations have the wish to equal their opponents
and thus, they can do any of the exercises and which possible if the customers purchase their
thing as opposed to their adversaries. According to Macdonald and Sharp, 2000, that but the
customer needs to purchase his #1 thing still you get the chance to convince him to change
the buying behavior of the customer. As the customer is introduced by any of the things
generally their zero in is on the title of the brand that shows the consideration regarding the
brand. The buyer's decision to purchase any of the things can't be changed if the customer
about the brand has high care. The discussion shows that those things have a huge level of
offers and better worth in the market that have a more raised degree of care about the brand.
Perhaps than this, when the customer purchases any of the things in the market he considered
or base on brand care and its value in the market around then, at that point.

As shown by Aaker and Equity, 1991, if the customer revolves around the value of the thing
at the hour of acquirement it will help him with choosing the thing and the thing has the best
features and transforms into a good brand in the characters of the customers. As of now daily,
associations need to focus in on the endurance of the customers. The cost this second day by
day is five-opportunity higher than already. Care about the brand helps the client with
purchasing the thing. If the purchaser is content with the consequence of that brand, he
becomes dedicated that improves the overall image of the brand and the reverse way around.

Brand Image, Customer Satisfaction & Customer Loyalty

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The image of the brand reliably remains one of the huge assets for the satisfaction of the
customers and their devotion to the thing. Customer unwavering quality and brand picture
influence each other. Got that the image of the brand harms the steadiness of the customers
according to the satisfaction of the customers. The satisfaction of the customer is one of the
huge drivers of customer commitment and in any of the business advancement.

As late assessments show as demonstrated by Davies, Chun, DaSilva, and Roper, 2003, that
there is a prompt relationship between the customer loyalties and picture and the gift of the
brand picture makes unwavering quality about the thing. Huge quantities of the investigators
showed that there is a fair result in the quick relationship of the satisfaction of the customer
and the again purchase which is faithfulness based. Huge quantities of the assessments shown
that the imperfection is shown by the satisfaction of the customers. Exactly when the
customers say the thing has satisfied them, they will regardless purchase the thing from
somewhere else.

The learning has shown that there is a positive relationship between customer satisfaction,
buyer unwavering quality, and repurchase. A critical number of learning's communicated that
the customers which are satisfied can decrease their purchases. As, a huge part of the
customers' answer is that they are content with the things anyway around then they are
purchasing some other brand.

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18
RESERCH METHODOLOGY

The examination is fully based on Descriptive research as it tried to recognize the smugness
level of customers dependent on the respondent reactions, Descriptive research is includes
gathering information so as to address look into questions concerning the ebb and flow status
of the study. It includes assortment, investigation and translation of information. It manages
the application and use of information.

SCOPE

This examination is helpful for deciding the purchaser purchasing conduct of Indians. It will
likewise assist brands with arriving at their objective gathering through proper media. It's
anything but a plan to brands, in view of where to contribute to accomplish their advertising
objective.

RESEARCH DESIGNE

An exploration configuration is the plan of conditions for assortment and investigation of the
information in a way that means to consolidate importance to the examination reason with
economy in method. The examination configuration utilized for this investigation is of the
spellbinding kind. Clear examination contemplates are those investigations which are worried
about depicting the attributes of a specific individual or a gathering Research configuration is
comprehensively arranged into two sorts as:

• Exploratory Research Design.

• Descriptive Research Design

With the end goal of the current undertaking the Descriptive and test kind of exploration
configuration can be supposed to be best and generally reasonable, in light of the fact that in
distinct sort of study the fundamental accentuation is set down over the current circumstances
and trial helps in discovering the conduct of the customer. Thus, for that purpose Descriptive
type of study has been selected as it seems to be most appropriate to fulfilll the objective of
the project.

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Strategy utilized for gathering the information
Chapter 2
COMPANY PROFILE

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Objective

1. The objects of the Society are as under:

 To obtain, distribute and market food stuffs, essential commodities and other
consumer goods at reasonable prices primarily for the benefit of Central
Government Employees and employees of subsidiary/ autonomous
organizations set up by the Government of India/ or Union Territory
Administration and other consumers within its area of operation and to
undertake wholesale and retail trade in consumer goods and essential
commodities and to establish departmental stores, super markets and fair price
shops.

 To supply to the Government Departments/ Offices/ Subsidiary organizations

set up by the Government and other customers, stationery, office equipment,
machines of office use and other items required by them.

 To establish and run manufacturing and processing units for production of

consumer goods for the benefit of members and other bonafide consumer.

 To open fixing and overhauling offices and shops to offer such support to
individuals in regard of articles provided to them or as might be in like manner
interest among them.

 To encourage thrift, self-help and cooperation amongst members.

 To import and export consumer goods.

 To offer some other types of assistance to individuals/buyers.

2. In furtherance of the objects set out above the Society shall be at liberty:

 To receive deposits including trade deposits and loans from members,

cooperative financing agencies and other Banks approved by the Registrar of
Cooperative Societies and from the Government.

21
  To accept agency of any person or firm for wholesale and retail business.

 To acquire land and buildings, vehicles, factory, workshop, machinery and

equipment.

 To import goods directly or through agents.

 To embrace government assistance exercises for the individuals and

representatives and their youngsters.

 To become a member of Cooperative Bank or any other cooperative society

and purchase shares of such Societies.

 Generally, to do all such things as are incidental to or conducive to the

attainment of any or all the above objects.

Milestones\Achievements
Date Title of Subject
22.01.63 The Government notified the setting up of Sacson Enterprise (Focal
Government Employees Consumer Cooperative Society Limited).
30.04.63 Sacson Enterprise was enlisted under the Cooperative Societies Act.
01.07.63 The first branch of the Sacson Enterprise was opened at Raisina Road, New
Delhi
31.03.94 Sacson Enterprise crosses the annual sales of Rs. 100 crores for the first time.

22
19.11.94 Sacson Enterprise wins the best Consumer Coop. Society Award announced
by the Government of Delhi for the year 1993-94
12.09.95 Sales of medicines started in Sacson Enterprise
24.09.96 Sacson Enterprise opened its 100th retail store at Cochi, Kerala
31.03.98 Sacson Enterprise crosses the sale of Rs. 200 crores
08.08.01 Bye laws of Sacson Enterprise under Multi-state Coop. Society Act. 1984
approved by Central Registrar of Coop. Societies
19.09.02 First modernized store at Netaji Nagar, New Delhi was inaugurated by Smt.
Vasundhra Raje, Hon'ble Minister of Personnel, PG & Pensions
09.05.03 New Bye Laws of the Society were registered under MSCS Act'2002
12.07.04 The first Chemist shop was opened at 23, Mahadev Road, New Delhi
20.11.200 Honoured with Best Cooperative Award for the Year 2005-06 by the Govt, of
6 NCT of Delhi
20.08.200 Sacson Enterprise opened its new retail store at Indian Air Lines Housing
7 Colony Shopping Complex, Vasant Vihar, New Delhi
08.09.200 Sacson Enterprise contributed an amount of Rs. 5,00,000/- to the Prime
8 Minister relief fund for the Bihar flood victims.
23.05.201 Sacson Enterprise opened its new retail store in Netaji Subhas Instt. of
1 Technology Campus, Dwarka
May 2012 Sacson Enterprise Launched Sacson Enterprise Brand Atta in 10 Kg Pack.
13.10.201 Sacson Enterprise opened its new retail store at Baba Kharak Singh Marg,
2 New Delhi.
14.08.201 Sacson Enterprise opened its new retail store at Aligarh Muslim University
3 Campus (U.P.).
06.05.201 Sacson Enterprise opened its new retail store in Rashtrapati Bhawan, New
4 Delhi.
01.09.201 Sacson Enterprise opened its 100th new retail store (in Delhi) at Taurus
4 Welfare Complex at Delhi Cantt, Delhi
14.01.201 Sacson Enterprise opened its new retail store in Dwarka, Sector-23B, New
6 Delhi

Orders Completed by Me

23
24
25
Recent Orders Completed by Company

26
27
Financial Data (as on 31st March 2016)

S.No. Head Financial year 2015-16 (Rs. /Lacs)

1 Sales Rs.102085.96

2 Other Income in 2015-2016 Rs.913.28

3 Net profit Rs.661.39

4 Paid up share capital Rs.98.26

5 Government's Share 68.18

6 Individual Members' share 30.08

7 Reserves & Surplus 6816.03

8 Dividend to Govt. (Rs. /Lacs) 6.82

Chapter 3
28
 This NO.1
TABLE shows the investigation and show of data accumulate from overviews coordinated to
hear test contemplations from clients and people who defame the organization of GeM.
They join the information of respondents, and level of buyer want towards the
organization quality and shopper unwaveringness in GeM electronic shopping.
 The show and examination of data accumulated is a real impression of the clients. The
examination is been presented as outlines.
DATA ANALYSIS AND INTERPRETATION

S.NO Age Range Percentage

1 15-20 39.4%
2 20-30 48.5%
3 30-40 9.1%
4 40 above 3%

CHARTNO.1

29
Interpret
ation:
This chat
shows
that, the
greater
part of the
respondent
is of the
age scope
20-30 yrs.
GENDER % OF RESPONDENTS

TABLE
NO.2

S.NO.
1 FEMALE 39.4%
2 MALE 60.6%

30
CHART NO.2:

31
Interpret GENDER % OF RESPONDENTS
ation:

This
outline
shows that
degree of
guys,
females
and others
respondent
s, 39.4%
of the
respondent
s were
viewed as
female,
with the
folks
setting up
60.6%
from the
diverse
domain or
plans. This
suggests
bigger
piece of
the
respondent
s were
guys.

TABLE
NO.3 32
 WHAT BRAND
MEANS TO THE
PEOPLE? (33
RESPONDENTS
Interpretation:
S.NO.
SUMMARY IN
1 YES 36.4%
FEW POINTS)
2 NO 42.4%

 3 A brand isMAYBE 21.2

a product,
service, or
CHART NO.3:
concept
that is
publicly
distinguish
ed from
other
products,
services,
or
concepts
so that it
can be
easily
communic
This graph shows that greater part of individuals doesn’t know about this new drive of
GeM byated and
the public authority of India.
usually
marketed.

 A sort of
QUESTION
item
produced
by a RESPONSES Percentage
specific
organizati
on under a
specific
name.

 Brand is
something
33
which has
its
 S.NO
1 QUALITY 24.2%
CHART NO.4:
2 GOOD VALUE-ADDED 15.2%
SERVICES
3 CUSTOMER 51.5%
SATISFACTION
4 COMPETITIVE 9.1%
PRICING

PARTICULAR PERCENTAGE

Interpretation:

This diagram shows

that the greater part
of individuals puts
stock in
CUSTOMER
SATISFACTION
over everything
referenced
previously.

TABLE NO.5

S.NO
1 QUALITY 42.4%
2 PRICING 9.1%

34
 3 ADVERT 12.1%
4 MARKETING 30.3%
CHART NO.5:
5 INNOVATION 3%
6 SERVICES AFTER 3%
PURCHASE

RESPONSES Percentage

Interpretation:

Most the people

believe a well
marketed product
makes them
notice the brand.

TABLE NO.6

S.NO
1 REASONABLE RETURN 21.2%
AND EXCHANGE
POLICY
2 QUALITY PRODUCTS 57.6%
3 FAST DELIVERY 9.1%
4 TRANSACTION 12.1%

35
 SECURITY

RESPONSES Percentage
CHART NO.6:

Interpretation:

57.6% people
thinks that quality
products are best
thing GeM.

TABLE NO.7

S.NO
1 LESS PRICE 12.1%
2 FAST DELIVERY 36.4%
3 TRANSACTION 27.3%
SECURITY
4 QUALITY PRODUCTS 24.2%

36
 PARTICULAR PERCENTAGE

CHART NO.7:

Interpretation:

This outline
unmistakably
shows that
generally
individuals are
happy with
conveyance
benefits this
organization
convey to their
possible
purchasers.

TABLE NO.8

S.NO.

37
 1 Strongly agree 18.2%

2 Agree 39.4%
CHART NO.8:
3 Neutral 42.4%

4 Disagrees 0%

5 Strongly disagree 0%

PARTICULAR PERCENTAGE

Interpretation:

This diagram
shows that the
organization has
sensible return
and trades
strategy.

TABLE NO.9

S.NO.

1 Strongly agree 6.1%

2 Agree 48.5%

38
3 Neutral 42.4%

4 Disagrees 3%

5 Strongly disagree 0%

39
 PARTICULAR PERCENTAGE

CHAT NO.9

Interpretation:

This diagram
unmistakably
shows that 48.5
level individuals
says that they got
their item
followed through
on the assessed
date.

TABLE NO.10

S.NO.

40
1 Strongly agree 9.1%

2 Agree 42.4%

3 Neutral 33.3%

4 Disagrees 15.2%

5 Strongly disagree 0%

41
 PARTICULAR PERCENTAGE

CHAT NO.10:

Interpretation:

This outline
shows obviously
that 42.4%
individuals are
completely
happy with the
administrations,
items and
different wares of
the GeM.

TABLE NO.11

42
 S.NO.

1 1 Year 54.5%
CHAT NO.11:
2 2 Years 18.2%

3 3 Years 18.2%

4 4 Years 9.1%

Interpretation:

This chart shows that mostly people aren’t about GeM and some of them have heard of this
GeM from this survey form.

43
➢ Palmer, Kimberly, More Consumers utilizing Tablets to Holiday Shop Study.' December
8, 2011. 2.

➢ Peterson RA, Balasubramanian S,Bronnenberg BJ. Investigating the ramifications of the

Internet for shopper promoting recovered June 28, 1997. 3.

➢ "Nielsen Global Online Shopping Report". Blog.nielsen.com. 29-06-2010. Recovered

01-19-2012. 4. Campbell DJ.

➢ Task intricacy: An audit and investigation. Foundation of Management Review, 13-1-

1998. 5. Stephen F. Ruler en juhn-ShiuanLiou,

➢ "A system for web channel evaluation",International diary of data and Management.
March 24, 2004.

Chapter 4
DATA ANALYSIS AND INTERPRETATION

BIBLOGRAPHY

44
 ANNEXURE: QUESTIONNARIE

How Customer Loyalty is affected by

Brand Image

A survey regarding Brand Image and Customer Loyalty in context of Government e-

Marketplace
*Required

Full Name *

Your answer

E-mail

Your answer

Age *
15-20
20-30
30-40
40 above

Gender *
Female
Male
Prefer not to say

45
Do you know about Government e-Marketplace (GeM) ? *
Yes
No
Maybe

What does 'Brand' mean to you? *

Your answer

Which of the following, according to you, helps in building a good brand image? *
Quality
Good value added services
Customer Satisfaction
Competitive Pricing
Other:

What makes you notice a brand? *

Quality
Price
Advert
Marketing
Other:

What is the uniqueness in services of GeM which satisfied you as compared to

others shopping applications? *
Reasonable return and exchange policy
Quality products
Fast delivery
Transactions security

46
Overall, what make you fully satisfied the most while shopping with GeM? *
Less price
Fast delivery
Transaction security
Quality product

GeM had a reasonable return and exchanges policy? *

Strongly agree
Agree
Neutral
Disagree
Strongly Disagree

So, far you got the products at the time estimated delivery given? *
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Based on your overall experience, are you fully satisfied with the services,
products and others commodities of GeM? *
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

How long you have been buying products from GeM? *

1 year
2 Years
3 Years
4 Years

47
48