“A STUDY ON CUSTOMER ACQUISITION WITH SPECIAL

REFERENCE TO EFFECTIVE RETENTION STRATEGIES AT

SAI FARMICULTURE PRIVATE LIMITED IN BENGALURU”
BY

RAJASHEKARA D A
1VA19MBA25

Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY
JNANA SANGAMA, BELAGAVI - 590018

In the partial fulfillment of the requirement for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Prof. Manjunatha S Priya Reddy
Assistant Professor Marketing Manager
Dept. of MBA, SVIT Sai Farmicultural Pvt Ltd

DEPARTMENT OF MANAGEMENT STUDIES

SAI VIDYA INSTITUTE OF TECHNOLOGY
(Affiliated to Visvesvaraya Technological University, Belagavi | Recognized by Govt. of Karnataka | Approved by AICTE, New Delhi)

RAJANUKUNTE, BENGALURU – 560064

June-2021
 ACKNOWLEDGEMENT

To make any project, essential requirement is able guidance and reference without which
project is incomplete. I am using this opportunity to express my gratitude to everyone who
supported me throughout the course of this project. I wish to pledge and reward my deep
sense of graduate for all those who have made this project come alive.
I would like to express my profound feeling of gratitude to this great Institution Sai Vidya
Institute of Technology.
Firstly, I would like to thank management of Sai Vidya Institution of Technology for
providing the facility.
It is indeed a great pleasure to express my sincere gratitude to Dr. Ramesh Babu.H. S,
Principle, Sai Vidya Institute of Technology.
I am very much great fully to Dr. D Jogish, Professor and HOD, Department of
Management Studies.
I am happy to thank Prof. Manjunatha S, Assistant Professor, Department of
Management Studies, SVIT for encouraging me and for their constant support throughout
the course of the Project and helping me to complete it successfully.
A special note of gratitude goes to my external guide Ms. Priya Reddy, Marketing
Manager for his constant guidance and support, which helped me successfully complete
the Project undertaken.
I wish to thank all the Customers and staffs at “Sai Farmiculture Pvt Ltd” which helped me
to work on my project I finally and friends for their constant support and guidance.

Place: Bengaluru RAJASHEKARA D A

Date: 14/07/ 2021 1VA19MBA25
 TABLE OF CONTENTS

CHAPTERS PARTICULARS PAGE Nos.

Chapter-1 Introduction 1 – 22
Chapter-2 Conceptual background and 23 - 36
literature review
Chapter-3 Research design 37 - 41

Chapter-4 Analysis and Interpretation 42 - 74

Chapter-5 Findings, Suggestions and 75 - 76
Conclusion
Bibliography
Annexure
 LIST OF TABLES AND GRAPHS

Table No. Particulars Page

Nos.
Table-4.1 Table showing Reliability Statistics 42
Table-4.2 Table and Graph showing frequency Analysis 43- 67
Table-4.2.1 Table and Graph showing Gender of the respondents 43
Table-4.2.2 Table and Graph showing Age of the respondents 44
Table-4.2.3 Table and Graph showing Occupation of the respondents 45
Table-4.2.4 Table and Graph showing Qualification 46
Table-4.2.5 Table and Graph showing Experience 47
Table-4.2.6 Table and Graph showing, As a customer of Sai 48
Farmicultural Pvt Ltd. I think the biggest challenge in
the company is customer acquisition.
Table-4.2.7 Table and Graph showing Low profit is the major factors 49
that influence consumer acquisition in Sai Farmicultural
company
Table-4.2.8 Table and Graph showing I think supervisor good 50
behavior leads to customer acquisition in my company
Table-4.2.9 Table and Graph showing Customer acquisition creates 51
positive impact on sales in my company
Table-4.2.10 Table and Graph showing Customer acquisition is the 52
high income in my company
Table-4.2.11 Table and Graph showing Your company has a clear 53
customer relation
Table-4.2.12 Table and Graph showing Your organization sees its 54
client connection as correspondence to portray the goals
Table-4.2.13 Table and Graph showing When communicate with the 55
buyer or customer, the way of communication should be
important.
Table-4.2.14 Table and Graph showing Client connection is a 56
significant method to set up a fruitful relationship with
the client
Table-4.2.15 Table and Graph showing Organization utilizes any 57
fundamental data about the clients to draw in them
Table-4.2.16 Table and Graph showing Our company product price is 58
 lesser than to competitor price
Table-4.2.17 Table and Graph showing Our company product quality 59
is higher than to competitor quality.
Table-4.2.18 Table and Graph showing Our company service is better 60
than to the competitor company
Table-4.2.19 Table and Graph showing Our company offers better 61
than to the competitor company
Table-4.2.20 Table and Graph showing Our company product brand 62
more popular.
Table-4.2.21 Table and Graph showing the product represents good 63
value for money
Table-4.2.22 Table and Graph showing Our company customer service 64
representatives are answer to your all
Table-4.2.23 Table and Graph showing Customer service was helpful. 65
Table-4.2.24 Table and Graph showing Our company product quality 66
is good
Table-4.2.25 Table and Graph showing Our company product 67
convenient to you.
Table-4.3 Table showing Correlation analysis 68 - 69
Table-4.3.1 Table showing Correlation 1 68
Table-4.3.2 Table showing Correlation 2 69

Table-4.4 Table showing Chi-Square Tests 70

Table-4.5 Table showing Linear Regression Analysis 71
Table-4.6 Table showing one way ANOVA 72- 74
Table-4.6.1 Table showing Our company product brand more popular 72
Table-4.6.2 Table showing Your company views its customer 72
relation as communication to describe the objectives
Table-4.6.3 Table showing Company uses any basic information 73
about the customers in order to attract them
Table-4.6.4 Table showing, I think Supervisor good behavior leads to 73
customer acquisition in my company
 EXECUTIVE SUMMARY

The paper examine that “A Study on Customer Acquisition with Special Reference to
Effective Retention Strategies”
The basic purpose of the project is to enable the student to exposure the working of any
organization and Manger, to relate the concept learned by the student to the working of the
organization to understand the practical aspects of working of organization.

The client procurement is the way toward gaining new clients for business or changing
over existing possibility into new client. The significance of client obtaining changes as
per the particular business circumstance of an association. It is serves to improving a
business so expanding the client procurement the organization, need to utilize compelling
maintenance techniques.
The customer retention refers to ability of an organization to make customer remain in the
organization for long time.
The project focuses on the research that has been presented to study the explanations for
customer acquisition in the retail industry and various strategies to overcome the problems
of customer acquisition and make customers be in the organization for long period of time.
The project highlights a brief introduction about the industry and Sai Farmiculture
company. This training has widened my knowledge and exposed to various partialities.
These projects also enhanced my self-confidence and my skills improve a lot.

Overall project report is prepare considering all relevant information and presented in 5
chapter
Chapter-1 deals with introduction of report and gives insights on industry. Chapter-2 gives
conceptual background and literature reviews with Research gap. Chapter-3 Statement of
problem, Objectives, scopes, research methodology, hypotheses and limitation of the
study. Chapter -4 data analysis and interpretation and Chapter-5 Study about findings,
suggestions and conclusion of this project work, this detailed report has been drawn up and
herewith submitted.