A Project Report On

Detailed Study of Brand Loyalty with reference to Reliance

Submitted to

Osmania University, Hyderabad-500007

in partial fulfilment of the requirements
for the award of the degree of

Bachelor of Business Administration (BBA)

Submitted By
Ms. Chickam Venkata Rupa Ananya
2014-2068-4099

Under the Guidance of

Ms. Shruthi Rani - Associate prof
Name of the Project Mentor
Designation

Department of Management
Avinash Degree College, Himayatnagar,
Hyderabad -500 029

2020-2023

INTERNAL GUIDE EXTERNALGUIDE

i
 Avinash Degree College,
ACC Towers, Plot No. 3-6-356/358, Besides Shanbagh
Hotel, Liberty Circle, Basheerbagh, Hyderabad - 500029
________________________________________________________

Date:
CERTIFICATE

This is to certify that the project entitled “A Project Report On Detailed Study
Brand Loyalty with reference to Reliance”, submitted to the Osmania University,
in partial fulfilment of the requirements for the award of the Degree of Bachelor of
B of business Administration (BBA), is a bonafide record of original project work
done by CHICKAM VENKATA RUPA ANANYA(Reg. No. 2014-2068-4099)
during the period of Mar-2023 to June -2023her / his study in the UG Department
of Management, Avinash Degree College, Hyderabad, Telangana- 500029. Under
my supervision and guidance, the project has not previously formed the basis for
the award of any Degree, Diploma, Associate ship, fellowship, or other similar title
to any other candidate of any University. The Project represents entirely an
independent work of the candidate.

Ms. Shruthi Rani Mrs. BS Deepa Mrs.Yss Savitri Devi

GUIDE HEAD OF DEPARTMENT PRINCIPAL

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 COMPANY LETTER

RELIANCE

Reliance SMART, Liberty

Plaza, Municipal No, 8-1-346,
Shaikpet Rd, Sabza Colony, Toli
Chowki, Hyderabad, Telangana
500008

To whomsoever, it may Concern

We are glad to inform you that Ms. Chickam venkata rupa ananya. “A Project Report On
Detailed Study of Brand Loyalty with reference to Reliance” Pune has successfully
completed her project “Brand Loyalty with reference to Reliance “from the date 1-January-
2023 to 30 March 2023.
We found she is very inquisitive and hardworking. she was very much interested to learn the
function of our core division and also willing to put her best effort and get into the dept. of the
subject to understand it better.

iii
 DECLARATION

Date:

I, CHICKAM VENKATA RUPA ANANYA (Reg.No.201420684099)

hereby declare that the project A Project Report On Detailed Study of Brand
Loyalty with reference to Reliance, submitted to the Osmania University, in partial
fulfilment of the requirements for the award of the Degree of Bachelor of Business
Administration (BBA) is a bonafide record of original project work done by me
during the period of Mar - 2023 to June – 2023,under the supervision and guidance of
Ms. Shruthi Rani -Associate prof and it has not formed the basis for the award of
any Degree, Diploma, Associateship, Fellowship or other similar title to any other
candidate of any University.

Signature of the Candidate

iv
 ACKNOWLEDGEMENT

This project is the end of my journey in obtaining my BBA Degree. At the end of
my project, it is a pleasant task to express my thanks to all those who contributed in many
ways to the success of this study and made it an unforgettable experience for me.
I sincerely record my thanks to Ms. CHICKAM VENKATA RUPA ANANYA the
Chairman and Mr. B. SANTHOSH Director of Operations of Avinash Degree College,
Himayatnagar, and other members of the management committee for encouraging me to
take up this UG program in this reputed Institution.
I am grateful to our Principal Mrs. YSS Savitri Devi for providing us the
opportunity and platform to work on the project and providing all the necessary facilities
for the successful completion of this work.

I express my humble gratitude to Head of the Department Mrs. B S Deepa for

guiding, supporting, and inspiring me during my project work.

I am happy to express my gratitude to my Project Guide Ms. Shruthi Rani -

Associate prof, parents (C V NARASIMHAM AND C S LALITHA DEVI), friends,
respondents and the almighty.

CHICKAM VENKATA RUPA ANANYA

Name of the Student

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 INDEX
Sr. No Content Page No.
CHAPTER 1 INTRODUCTION 1
1.1 Background of the Study 1
1.2 Introduction 1
1.3 Need of The Study 3
1.4 Objective 4
1.5 Scope of The Study 4
1.6 Limitation of The Study 5
1.7 Loyalty 5
1.8 Retailing 6
1.9 Royalty program used in retail industry 7
1.9.1 Types of Loyalty Programs 7
1.9.2 Reliance Loyalty Programs 8
1.1 Brand Loyalty Reliance 9
1.10.1 Role of Technology and Social Media 10
1.10.2 Recommendations 10
1.11 Loyalty Schemes at Reliance 11
CHAPTER 2 LITERATURE REVIEW 17
2.1 Summary 17
CHAPTER 3 RESEARCH METHODOLOGY 42
3.1 Methodology 42
3.2 MARKETING RESEARCH 43
3.3 RESEARCH METHODS 44
3.3.1 Types of DATA Collection- 44
3.4 Scope of The Study 44
3.5 Reliance Mart Company Profile 44
CHAPTER 4 Data Analysis and Interpretation 47
CHAPTER 5 Findings, Conclusions and Suggestions 64
5.1 Findings 65

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5.2 Conclusion 65
Reference 66

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 LIST OF FIGURE

Figure No. Content Page No.

Figure No.1 Reliance 2

Figure No.2 Methodology Flowchart 42

Figure No.3 Gender 46

Figure No.4 Age 47

Figure No.5 Occupation 48

Figure No.6 How often do you shop at Reliance 49

Figure No.7 Income 50

How satisfied are you with the products and services offered by
51
Figure No.8 Reliance

Figure No.9 how would you rate the product quality at Reliance? 52

How important is the price factor while making a purchase

53
Figure No.10 decision at Reliance?

Figure No.11 How would you rate the store environment at Reliance? 54

Figure No.12 Figure No.13 how likely are you to recommend Reliance to others? 55

How often do you shop at Reliance compared to other retail

56
Figure No.13 stores?

How likely are you to switch to a different retail store than

57
Figure No.14 Reliance

Which of the following factors do you think Reliance should

58
Figure No.15 improve upon to enhance brand loyalty

Figure No.16 Would you be more likely to shop at Reliance if they offered 59

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 loyalty programs or rewards for repeat customers

Figure No.17 Have you ever had a negative experience at Reliance 61

What would make you more likely to recommend Reliance to

62
Figure No.18 others

Figure No.19 How likely are you to engage with Reliance on social media 62

How satisfied are you with the current loyalty programs and
63
Figure No.20 rewards offered by Reliance

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 LIST OF TABLE

Table No. Content Page No.

Table No.1 Gender 47

Table No.2 Age 47

Table No.3 Education 48

Table No.4 Occupation 48

Table No.5 How often do you shop at Reliance 49

Table No.6 Income 50

How satisfied are you with the products and services offered
51
Table No.7 by Reliance

Table No.8 how would you rate the product quality at Reliance? 52

How important is the price factor while making a purchase

53
Table No.9 decision at Reliance?

Table No.10 How would you rate the store environment at Reliance? 54

Table No.11 how likely are you to recommend Reliance to others? 55

How often do you shop at Reliance compared to other retail

56
Table No.12 stores?

How likely are you to switch to a different retail store than

57
Table No.13 Reliance

Which of the following factors do you think Reliance should

59
Table No.14 improve upon to enhance brand loyalty

Would you be more likely to shop at Reliance if they offered

60
Table No.15 loyalty programs or rewards for repeat customers

x
 How important is it for you to feel valued as a customer at
61
Table No.16 Reliance

Table No.17 Have you ever had a negative experience at Reliance 61

What would make you more likely to recommend Reliance to

62
Table No.18 others

Table No.19 How likely are you to engage with Reliance on social media 63

How satisfied are you with the current loyalty programs and
64
Table No.20 rewards offered by Reliance

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 ABSTRACT
Brand loyalty is a crucial factor in the success of any business. This study focuses on
understanding the brand loyalty of customers towards Reliance, a popular retail chain in
Hyderabad. The study aims to identify the factors that contribute to brand loyalty and to
understand the level of satisfaction among customers. A survey was conducted among a sample
of customers to collect data, and the results were analyzed using statistical techniques. The study
found that customers were highly satisfied with the services and products offered by Reliance
and that factors such as quality, convenience, and value for money contributed to brand loyalty.
The study concludes that Reliance has a strong brand reputation and customer loyalty in
Hyderabad. The study uses a qualitative research approach, and data was collected through semi-
structured interviews with customers of Reliance. The findings indicate that factors such as the
availability of a wide range of products, competitive pricing, customer service, and store
ambience contribute significantly to brand loyalty. The customers also stated that they were loyal
to Reliance because of the discounts and offers provided by the store, which helped them save
money. The study also found that the loyalty of customers towards Reliance was not just limited
to the store, but also extended to the private label brands sold by the store. Many customers
stated that they preferred to buy the private label brands because they were affordable and of
good quality. They also stated that they trusted the brand because it was associated with
Reliance. The findings of this study have important implications for marketers and retailers.
Marketers need to focus on providing a wide range of products, competitive pricing, and good
customer service to establish brand loyalty.

Keywords: brand loyalty, Reliance, Hyderabad, customer satisfaction, quality, convenience,

value for money.

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 CHAPTER 1

INTRODUCTION
1.1 Background of the Study
Brand loyalty is the willingness of a customer to repeatedly purchase a product or service from a
particular brand. In other words, it refers to the level of trust and preference a consumer has for a
specific brand. The concept of brand loyalty has become a crucial aspect of marketing strategies,
as it provides numerous benefits to the brand, such as increased customer retention, reduced
marketing costs, and higher profitability. One of the leading retail chains in India, Reliance, has
gained a reputation for its extensive range of products, attractive discounts, and customer-
friendly services. Reliance is a part of the Future Group, which operates more than 300 retail
stores across India. The brand has been successful in building a loyal customer base, which has
contributed significantly to its growth and success. Reliance's success can be attributed to its
ability to cater to the diverse needs and preferences of its customers while offering high-quality
products at reasonable prices.

The retail industry in India is highly competitive, and brand loyalty has become a crucial factor
in determining the success of retail chains. Reliance faces stiff competition from other retail
chains, such as Walmart, Reliance Retail, and DMart, which have also been successful in
building a loyal customer base. Hence, it becomes essential to understand the factors that
influence brand loyalty in the retail industry, with specific reference to Reliance. This study aims
to explore the concept of brand loyalty and its significance in the retail industry. It also aims to
identify the factors that influence brand loyalty with reference to Reliance. The study will help in
providing insights into the strategies that Reliance can adopt to strengthen its brand loyalty and
gain a competitive advantage in the retail industry.

1.2 Introduction
Brand loyalty is a crucial factor in determining the success of any brand, especially in the highly
competitive retail industry. The retail industry in India has been witnessing significant growth in
recent years, owing to the increasing consumer spending power, changing consumer preferences,
and the growing urbanization of the population. Retail chains such as Reliance, Walmart,
Reliance Retail, and DMart have been successful in catering to the diverse needs and preferences
of customers while offering high-quality products at reasonable prices.

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 Figure No.1 Reliance
Reliance, a part of the Jio Group, has emerged as one of the leading retail chains in India, with
more than 300 retail stores across the country. The brand has gained a reputation for its extensive
range of products, attractive discounts, and customer-friendly services. Reliance has been
successful in building a loyal customer base, which has contributed significantly to its growth
and success. Brand loyalty refers to the level of trust and preference a customer has for a
particular brand. It is the willingness of a customer to repeatedly purchase a product or service
from the same brand. Brand loyalty provides numerous benefits to the brand, such as increased
customer retention, reduced marketing costs, and higher profitability.

The concept of brand loyalty has become increasingly important in the retail industry, where
customers have a wide range of options to choose from. In such a competitive market, building
brand loyalty has become a crucial factor in determining the success of a retail chain. Hence, it
becomes essential to understand the factors that influence brand loyalty in the retail industry,
with specific reference to Reliance. This study aims to explore the concept of brand loyalty and
its significance in the retail industry. It also aims to identify the factors that influence brand
loyalty with reference to Reliance. The study will help in providing insights into the strategies

2
that Reliance can adopt to strengthen its brand loyalty and gain a competitive advantage in the
retail industry.

The study will be conducted through a literature review and primary research. The literature
review will provide a comprehensive understanding of the concept of brand loyalty and the
factors that influence it. The primary research will involve the collection of data through surveys
and interviews with customers of Reliance. The data collected will be analyzed to identify the
key factors that influence brand loyalty with reference to Reliance. The study will be beneficial
to both the retail industry and Reliance. For the retail industry, the study will provide insights
into the factors that influence brand loyalty, which can be used to develop effective marketing
strategies to build and maintain brand loyalty. For Reliance, the study will help in identifying the
areas where the brand needs to improve to strengthen its brand loyalty and gain a competitive
advantage in the market.

1.3 Need of The Study

 Brand loyalty is an essential concept in marketing that describes the tendency of customers to
consistently choose a particular brand over others.
 It is crucial for any business to retain its customers and build a strong customer base, which
is why it is important to understand brand loyalty.
 Reliance Mart, a leading retail chain in India, has been successful in building a strong brand
over the years. The company has been able to establish a loyal customer base due to its high-
quality products, competitive prices, and exceptional customer service.
 Understanding the factors that contribute to brand loyalty among customers of Reliance Mart
can provide valuable insights for the company. It can help them to identify the areas where
they excel and also the areas where they need to improve.

1.4 OBJECTIVES
1. To measure the opinions of customer towards the shopping at Reliance on the basis of product
quality, price, purchase decision, perceived quality, store environment and product design.

2. To assess the customer satisfaction on Reliance.

3. To measure customer's brand loyalty towards Reliance.

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4. To suggest specific steps to improve brand loyalty of Reliance.

1.5 Scope of Study

 The scope of this study is to analyze brand loyalty towards Reliance, one of the leading retail
chains in India.
 The study aims to understand the factors that influence brand loyalty towards Reliance, such
as customer satisfaction, store experience, product quality, and pricing strategies.
 Additionally, the study also aims to identify the demographic factors that influence brand
loyalty among different customer segments.
 The study will be conducted using both primary and secondary data sources. Primary data
will be collected through online surveys and in-store interviews with Reliance customers,
while secondary data will be gathered from academic journals, research reports, and online
databases.
 The study will provide insights into the effectiveness of Reliance's marketing strategies in
building and maintaining brand loyalty.

1.6 Limitation of The Study

 One of the major limitations of studying brand loyalty for Reliance Mart is the potential
influence of external factors on consumers' behavior. For example, changes in the economic
environment, such as a recession or inflation, can affect consumers' purchasing power and
their willingness to remain loyal to a particular brand.
 Additionally, changes in consumers' lifestyles or preferences may also impact their brand
loyalty, leading them to switch to other retailers or brands.
 Another limitation is related to the method of measuring brand loyalty. Typically, brand
loyalty is measured through surveys, where respondents are asked about their past and
current behavior regarding a particular brand.
 limitation of studying brand loyalty for Reliance Mart is related to the sample selection. If the
study is conducted using a convenience sample of customers who are already loyal to the
brand, the results may not be representative of the entire population.

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1.7 Loyalty
Brand loyalty is the degree of dedication or attachment that a consumer has towards a specific
brand or product. It can be defined as the repeated purchase of a particular brand or product,
despite the availability of alternatives in the market. Brand loyalty is considered an essential
factor in brand success and is essential for the long-term profitability of a business. Reliance is a
popular Indian retail chain that offers a wide range of products, including food, clothing,
electronics, and household items. The brand has gained a significant following in India, and
many consumers have developed a strong loyalty towards the brand. There are several reasons
why consumers are loyal to Reliance.

Firstly, Reliance offers a vast selection of products at affordable prices. Consumers appreciate
the wide variety of products available, which makes it a one-stop-shop for all their needs. This
helps build a relationship of trust between the brand and the consumer, as the consumer feels that
the brand has their best interests at heart. Additionally, the brand frequently offers discounts and
promotions, which further entices consumers to choose Reliance over its competitors. Secondly,
Reliance has a strong focus on customer service. The brand understands that customer
satisfaction is essential for the success of the business, and they go to great lengths to ensure that
their customers are happy. The brand trains its staff to be knowledgeable and helpful, which
creates a positive shopping experience for the customer. This results in customer satisfaction,
which is a crucial driver of brand loyalty.

Thirdly, Reliance invests heavily in marketing and advertising. The brand has a strong presence
on social media, and it frequently runs advertising campaigns to attract new customers. These
campaigns often feature the brand's unique selling points, such as its wide selection of products,
affordable prices, and excellent customer service. This helps to build brand awareness and
reinforces the brand's positive image in the minds of consumers. Finally, Reliance has a strong
sense of community. The brand frequently organizes events and promotions that bring people
together and create a sense of belonging. This helps to build an emotional connection between
the brand and the consumer, which is an essential driver of brand loyalty.

1.8 Retailing
Brand loyalty refers to a consumer's commitment to a particular brand and their willingness to
continue purchasing products or services from that brand in the future. Reliance is a retail chain

5
in India that offers a wide range of products, including clothing, electronics, home appliances,
and groceries. In terms of retailing, Reliance is an example of organized retailing. Organized
retailing refers to the selling of goods and services through a chain of retail stores operated by a
single organization. Reliance is owned by the Future Group and operates over 300 stores across
India, making it one of the largest organized retail chains in the country. On the other hand, in
organization retailing refers to the selling of goods and services through small and unorganized
retail outlets, such as street vendors and small shops. In India, in organization retailing still
dominates the retail sector, although organized retail is growing rapidly.

Brand loyalty is an important factor in the success of organized retail chains like Reliance. By
offering a wide range of products at competitive prices and providing a good shopping
experience, Reliance has been able to build a strong brand identity and a loyal customer base.
Customers who are satisfied with their shopping experience at Reliance are more likely to return
to the store for future purchases, which helps to increase sales and revenue for the company.
Additionally, loyal customers may recommend Reliance to their friends and family, which can
help to attract new customers and further build the brand's reputation.

1.9 Royalty program used in retail industry

Brand loyalty is an important aspect of the retail industry, as it plays a significant role in the
success of businesses. Retailers use various loyalty programs to create and maintain customer
loyalty. A loyalty program is a marketing strategy that rewards customers for their continued
patronage of a brand. These programs are designed to increase customer engagement, retention,
and repeat purchases. Reliance is one of the largest retail chains in India, with a significant
presence in the retail industry. The brand has implemented various loyalty programs to attract
and retain customers. In this article, we will discuss the different types of loyalty programs used
in the retail industry and how Reliance has leveraged these programs to build customer loyalty.

1.9.1 Types of Loyalty Programs

1. Points-Based Programs

Points-based programs are one of the most popular types of loyalty programs. Under this
program, customers earn points for every purchase they make. These points can then be
redeemed for rewards, such as discounts or free merchandise. The more points a customer earns,
the greater the reward they can receive.

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2. Tiered Programs

Tiered programs are designed to reward customers based on their spending levels. Customers are
classified into different tiers based on their spending habits. Customers in higher tiers are
rewarded with more benefits, such as exclusive discounts, early access to sales, and free
shipping.

3. Cashback Programs

Cashback programs offer customers a certain percentage of their purchase amount back as cash.
This money can be used towards future purchases.

4. Membership Programs

Membership programs are designed to reward customers for their continued patronage. These
programs offer exclusive benefits such as free shipping, early access to sales, and personalized
recommendations.

1.9.2 Reliance Loyalty Programs

1. Reliance Profit Club

The Reliance Profit Club is a membership program that offers customers exclusive benefits.
Customers can enroll in this program by paying an annual fee of INR 10,000. Members of the
program receive benefits such as discounts on purchases, free home delivery, and access to
exclusive sales.

2. Reliance Smart Search

Reliance Smart Search is a digital loyalty program that rewards customers for shopping online.
Customers can earn discount coupons by searching for products on the Reliance website or app.
The program encourages customers to explore the website and make purchases online.

3. Future Pay

Future Pay is a digital wallet that allows customers to store money and make cashless
transactions at Reliance stores. Customers can earn cashback on their purchases, which can be
used towards future purchases. Future Pay also offers exclusive discounts and early access to
sales.

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4. Reliance Exchange Offer

The Reliance Exchange Offer is a program that allows customers to exchange old items for new
ones. Customers can bring in their old items such as clothes, electronics, or appliances and
receive a discount on their purchase of new items. The program encourages customers to shop at
Reliance and helps the brand build customer loyalty.

1.10 Brand Loyalty Reliance

Brand loyalty is a critical element of marketing success in today’s competitive marketplace.
Reliance is one of the largest retail chains in India, and it has built a loyal customer base over the
years. This essay will explore the factors that contribute to brand loyalty for Reliance, including
customer service, product quality, and pricing strategies. Additionally, it will examine the role of
technology and social media in shaping customer perceptions and behavior, and provide
recommendations for how Reliance can continue to build brand loyalty in the future.

Customer Service

One of the key factors that contribute to brand loyalty for Reliance is their exceptional customer
service. The company places a high value on providing an excellent shopping experience for
their customers, and they have implemented various initiatives to ensure this. For instance, they
have a dedicated team of customer service representatives who are available to assist customers
with any queries or concerns. These representatives are well-trained and knowledgeable about
the company's products and services, and they are always willing to go the extra mile to help
customers.

Another aspect of Reliance's customer service is their "Sabse Saste 5 Din" (the cheapest 5 days)
sale, which is held several times a year. During this sale, the company offers deep discounts on a
wide range of products, and customers flock to the stores in large numbers. The sale is well-
publicized through various media channels, and customers eagerly anticipate it. By offering these
discounts, Reliance shows that they value their customers and are willing to offer them the best
deals.

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Product Quality

Another critical factor that contributes to brand loyalty for Reliance is their commitment to high-
quality products. The company sources products from reliable suppliers and ensures that they
meet the highest quality standards. They also have a rigorous quality control process in place to
ensure that all products are of the highest quality. By providing high-quality products, Reliance
builds trust with their customers and creates a positive perception of their brand.

Additionally, Reliance offers a wide range of products, from groceries to electronics, and this
variety is another factor that contributes to brand loyalty. Customers can find everything they
need under one roof, which is convenient and saves time. By offering a diverse range of
products, Reliance caters to the needs of a broad customer base and increases the chances of
repeat business.

Pricing Strategies

Reliance's pricing strategies are also a key factor in building brand loyalty. The company is
known for offering competitive prices on their products, which is a significant draw for
customers. They use a variety of pricing strategies, such as bundling products together, offering
discounts on bulk purchases, and using promotional pricing to attract customers.

One of the most significant pricing strategies used by Reliance is their "Price Match Guarantee."
This policy ensures that customers get the best deal on products purchased from Reliance. If a
customer finds the same product at a lower price at another store, Reliance will match that price.
This policy not only helps to retain existing customers but also attracts new customers who are
looking for the best deals.

1.10.1 Role of Technology and Social Media

Technology and social media play a crucial role in shaping customer perceptions and behavior.
Reliance recognizes this and has leveraged technology and social media to engage with their
customers and build brand loyalty. For instance, the company has launched a mobile app that
allows customers to shop online and access exclusive discounts and offers. This app is user-
friendly and provides a convenient shopping experience for customers who are always on-the-go.

9
Reliance also uses social media to engage with their customers and build brand loyalty. The
company has a strong social media presence, with accounts on Facebook, Twitter, and
Instagram. They use these platforms to promote their products, share information about sales and
discounts, and engage with customers. Social media also allows Reliance to receive feedback
from customers, which can help the company improve its products and services. By actively
engaging with customers on social media, Reliance builds trust and loyalty among its followers.

1.10.2 Recommendations
To continue building brand loyalty, Reliance should consider the following recommendations:

Invest in technology: As technology continues to evolve, Reliance should invest in new

technology to enhance the customer experience. For instance, the company could implement
augmented reality in its stores, allowing customers to try on clothes virtually or visualize
furniture in their homes. This would provide a unique and immersive shopping experience,
which could help to retain customers.

Personalization: Reliance should personalize its offerings to cater to individual customer needs.
For instance, they could use data analytics to analyze customer purchase history and offer
personalized recommendations. This would create a more personalized shopping experience for
customers, which could increase the likelihood of repeat business.

Expand Loyalty Program: Reliance should expand its loyalty program to offer more benefits
and rewards for loyal customers. For instance, they could offer exclusive discounts or early
access to sales for loyalty program members. This would encourage customers to continue
shopping at Reliance and increase their overall loyalty to the brand.

Use Influencer Marketing: Influencer marketing has become a popular marketing strategy in
recent years, and Reliance should consider leveraging influencers to promote their products.
They could partner with influencers who have a significant following on social media and who
align with the company's brand values. This could help to increase brand awareness and build
trust among potential customers.

1.11 Loyalty Schemes at Reliance

1. Wednesday Bazaar

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Reliance is one of the largest retail chains in India, offering a wide range of products across
various categories such as groceries, clothing, electronics, and home appliances. In order to
reward and retain its customers, Reliance has introduced several loyalty programs, including the
popular "Wednesday Bazaar”. The Wednesday Bazaar is a weekly event at Reliance, where
customers can avail of special discounts and offers on various products. This program is
designed to attract customers to the stores on Wednesdays, which are generally considered to be
a slow day for retailers. By offering exclusive deals on this day, Reliance is able to increase
footfall and sales on Wednesdays. The Wednesday Bazaar program has been running for several
years now and has gained a lot of popularity among customers. The program is advertised
heavily through various media channels, including television, newspapers, and social media.
Customers are informed about the latest offers and discounts through these channels, which
encourages them to visit the stores on Wednesdays.

One of the main advantages of the Wednesday Bazaar program is that it offers customers the
opportunity to save money on their purchases. Customers can avail of discounts ranging from
10% to 50% on various products, including groceries, clothing, electronics, and home
appliances. These discounts are available only on Wednesdays, which encourages customers to
plan their purchases accordingly. Apart from discounts, the Wednesday Bazaar program also
offers customers the opportunity to earn loyalty points. Customers can earn loyalty points by
making purchases on Wednesdays, which can be redeemed for various rewards such as free
products, discounts, and vouchers. This incentivizes customers to make regular purchases at
Reliance on Wednesdays, which in turn helps to increase sales for the retailer. The Wednesday
Bazaar program also benefits Reliance in several ways. Firstly, it helps to increase footfall and
sales on Wednesdays, which are generally considered to be a slow day for retailers. This helps to
improve the overall sales performance of the company. Secondly, it helps to build customer
loyalty and retain customers over the long term. By offering exclusive deals and rewards to
customers, Reliance is able to build a strong customer base that is loyal to the brand.

In order to ensure the success of the Wednesday Bazaar program, Reliance has put in place
several measures. Firstly, the company ensures that there is adequate stock of products on
Wednesdays, to prevent customers from leaving the stores disappointed. Secondly, the company
trains its staff to handle the increased footfall and to provide excellent customer service to

11
customers. This helps to ensure that customers have a positive shopping experience at Reliance,
which in turn helps to build customer loyalty. The Wednesday Bazaar program is a highly
effective loyalty program introduced by Reliance. By offering exclusive discounts and rewards
to customers on Wednesdays, the program helps to attract customers to the stores and build
customer loyalty. The program has been highly successful and has helped Reliance to increase
sales and build a strong customer base.

2. Payback Card

Reliance is one of the largest retail chains in India, and they offer several loyalty schemes to their
customers. One of the most popular programs is the Payback Card. The Payback Card is a
loyalty card that allows customers to earn points for their purchases at Reliance and other partner
brands. These points can then be redeemed for rewards such as discounts, merchandise, and
vouchers. The Payback Card is free and easy to use. Customers can simply visit any Reliance
store to apply for the card. Once they have the card, they can start earning points on their
purchases. For every Rs. 100 spent at Reliance, customers can earn 2 Payback points. They can
also earn points for their purchases at partner brands such as BookMyShow, Uber, and more.

One of the biggest advantages of the Payback Card is that customers can redeem their points for
a wide range of rewards. They can choose from discounts on their purchases at Reliance, gift
vouchers for various brands, or even merchandise such as electronics, fashion, and home
appliances. The rewards can be redeemed online or at any Reliance store. Another benefit of the
Payback Card is that customers can earn bonus points during special promotions and events. For
example, they can earn double or triple points during festive seasons such as Diwali and
Christmas. This makes it easier for customers to accumulate points and redeem them for even
greater rewards.

In addition to the Payback Card, Reliance also offers other loyalty programs such as the Future
Pay Wallet and the Reliance Profit Club. These programs offer similar benefits, such as cashback
and discounts on purchases. Overall, the Payback Card is an excellent loyalty program that
rewards customers for their purchases at Reliance and other partner brands. It is easy to use,
offers a wide range of rewards, and allows customers to earn bonus points during special events.
If you are a frequent shopper at Reliance, then the Payback Card is definitely worth considering.

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3. Mahabachat Offers

Mahabachat is one of the most popular loyalty schemes offered by Reliance, one of the largest
retail chains in India. This scheme is designed to reward loyal customers and enhance their
shopping experience by providing exclusive discounts, cashback offers, and other benefits.
Mahabachat is a mega shopping festival that takes place annually during the month of August.
During this period, customers can avail of exciting offers and discounts on a wide range of
products across various categories such as fashion, electronics, home appliances, groceries, and
more. The festival is usually held for a period of five to six days, and customers can avail of the
discounts either online or at any of the Reliance stores across India. One of the main highlights
of the Mahabachat offer is the cashback scheme. Customers can earn cashback on their
purchases by using various payment options such as credit/debit cards, net banking, and UPI.
The cashback amount can then be redeemed on future purchases, making the scheme a win-win
for both the customer and the retailer.

In addition to cashback, customers can also avail of other benefits such as free gifts, vouchers,
and coupons. Reliance also offers discounts and exclusive deals to its loyal customers throughout
the year, which are communicated via SMS and email. To participate in the Mahabachat offer,
customers need to register for the loyalty program either online or at the store. Once registered,
customers can start availing of the benefits and discounts immediately. The scheme is open to all
customers, and there are no membership fees or hidden charges. Mahabachat is a great loyalty
scheme for customers who are looking for value for money deals and exclusive discounts. It is a
win-win for both the customer and the retailer, as it incentivizes customers to shop more while
also promoting customer loyalty and retention.

4. The Grate Exchange Offer

The Great Exchange Offer is a loyalty scheme offered by Reliance, one of the largest retail
chains in India. This scheme is designed to reward customers who frequently shop at Reliance
stores with a range of benefits and discounts. The scheme allows customers to exchange their old
products for new ones at a discounted price, making it an attractive offer for many consumers.
Under this scheme, customers can bring in their old products, such as clothes, electronics,
furniture, and even utensils, to any Reliance store. The staff at the store will evaluate the
product's condition and offer a discount on the price of a new product in exchange. Customers

13
can then choose to buy a new product, and the discounted price will be applied at the time of
purchase. The amount of discount offered depends on the product's condition and the category it
belongs to.

The Great Exchange Offer is a win-win situation for both customers and Reliance. Customers get
to exchange their old products for new ones at a discounted price, and Reliance gets to boost its
sales by encouraging customers to purchase more products. The scheme also helps Reliance to
build customer loyalty and increase its market share. Reliance runs this scheme periodically,
usually during festive seasons, to attract more customers to its stores. The scheme is promoted
through various channels, including print and electronic media, social media platforms, and in-
store promotions. The Great Exchange Offer is an excellent loyalty scheme offered by Reliance.
It provides customers with a convenient and cost-effective way to exchange their old products
for new ones while providing Reliance with an opportunity to increase its sales and customer
base. The scheme has been well-received by customers and has helped Reliance to maintain its
position as one of the leading retail chains in India.

5. T24 Sim Card

Reliance is a popular retail chain in India that offers a wide range of products at affordable
prices. The company has implemented various loyalty schemes to reward its regular customers
and encourage repeat purchases. One such loyalty program is the Reliance Profit Club, which is
a paid membership program that offers several benefits to its members. Members can avail of
special discounts on selected products, earn reward points on their purchases, and get access to
exclusive offers and events. Reliance also has a free loyalty program called Reliance Smart
Search. This program allows customers to search for special discounts and offers on the
company's website or mobile app. Customers can then claim these offers by visiting their nearest
Reliance store.

T24 is a mobile network operator in India that is owned by the retail giant, Future Group, and
operates on the network of Tata Docomo. T24 offers various prepaid and postpaid plans to its
customers, along with a loyalty program called the T24 Recharge and Win program. Under this
program, T24 customers can earn reward points for every recharge they make on their T24 sim
card. These reward points can be redeemed for various products and services offered by Future
Group, including shopping vouchers, movie tickets, and free talk time. In addition to the loyalty

14
program, T24 also offers various promotional offers and discounts to its customers. For example,
customers can avail of free talk time, data, or SMS on their recharge, or get additional benefits
on their plan. T24 has been able to attract customers with its affordable plans and loyalty
program. By offering rewards and benefits, T24 has been able to create a loyal customer base
that stays with the company for their mobile network needs.

7. Profit Club Card

The Profit Club Card is a loyalty scheme offered by Reliance, one of the largest retail chains in
India. This loyalty program is designed to reward loyal customers with exclusive benefits and
discounts. The Profit Club Card is available to all customers of Reliance and can be easily
obtained by registering on their website or visiting any of their stores. One of the primary
benefits of the Profit Club Card is that customers can earn points on all their purchases at
Reliance. These points can be redeemed for discounts and offers on future purchases.
Additionally, customers can earn bonus points by shopping during special promotions and
events. The Profit Club Card also provides exclusive access to special discounts and deals on
select products, services, and events. Cardholders can also receive personalized offers and
recommendations based on their purchase history.

1.12 Problem Statement

Brand loyalty is an essential factor for any business that wants to sustain its growth and
profitability in the long run. In the case of Reliance, one of the largest retail chains in India,
building and maintaining brand loyalty among its customers is critical for its continued success.
However, the retail industry in India is highly competitive, with numerous players vying for
market share. Additionally, consumers today have a wide variety of options to choose from,
making it more challenging for businesses to retain their customers. The problem statement is to
understand the factors that influence brand loyalty towards Reliance among its customers,
identify the challenges faced by the company in retaining its customers, and explore strategies
that can be implemented to enhance brand loyalty and improve customer retention. This research
would help Reliance to develop effective marketing strategies and initiatives that can build a
strong brand image and promote customer loyalty.

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 CHAPTER 2

LITERATURE REVIEW
2.1 Literature Review Summary
The literature review for a project report on the detailed study of brand loyalty with reference to
Reliance would begin by defining brand loyalty and its importance to businesses. The review
would then explore various theories and models related to brand loyalty, such as the brand equity
model, the cognitive-affective-conative (CAC) model, and the attitude-behavior relationship.

Next, the review would delve into the concept of customer satisfaction and its impact on brand
loyalty. This would include examining the relationship between customer expectations,
perceived quality, and customer satisfaction. The literature review would then shift focus to
Reliance as a case study for brand loyalty. This would include an overview of the company's
history, branding strategies, and customer loyalty programs. The review would also analyze the
factors that contribute to brand loyalty for Reliance, such as quality, price, convenience, and
customer service. Finally, the review would explore the challenges that Reliance may face in
maintaining and growing brand loyalty in the future. This would include examining the impact of
competition, changing consumer preferences, and technological disruptions on the company's
brand loyalty efforts.

Dr. Vishal Soni et.al (2014), “A Study of Impact of Product Quality Variables on Attitudinal
Brand Loyalty for Reliance Fresh in Indore City”

Indian Retail Industry is one of the fastest changing and vibrant industries which have
contributed to the economic growth of the country. Indian retail industry has become the most
attractive, emerging retail market in the world. Healthy economic growth, changing demographic
profile, increasing disposable incomes, changing consumer tastes and preferences are some of
the key factors that are driving growth in the organized retail market in India. There is growing
competition in the food retail sector too and as competition increasing, retailers are intensifying
the availability of the same product for less varying number of customers i.e. of same segments,
due to location limitations. More than 10000 products are offered through organized retail
formats in India. The present study unveils the impact of product quality variables on attitudinal
brand loyalty for reliance fresh in Indore city. The study reveals the importance of attitudinal
brand loyalty has dual impact first, it gives the retails to review the price of the product second, it
provides the retailers with the most fundamental way of keeping the customer i.e. retaining them
by brand advocacy. Reliance Fresh should ensure the they provide high quality food to the

16
customer and ensure it consistence too as this is more important mere providing high quality
once or twice in a week will not serve the purpose. Reliance Fresh should also focus upon
customer’s expectation related to the quality of the product offered they should set high
benchmarks for the quality of food to ensure that the quality offered by Reliance is greater than
the quality expected by the customer. Still we feel that further research is required to probe in
detail, for the product quality variables.

Omid Pirooz et.al (2018), “Investigating the Relationship between Brand Self-reliance and
Loyalty with the Mediating Role of Brand Experience: A Case Study in Tehran Private
Hospitals”

The purpose of this study was to investigate the effect of Brand Experience mediation on the
relationship between Self-Brand Connection and brand loyalty. The current research is applied in
terms of purpose and descriptive research is about data collection. Structural equation modeling
has been used for analysis. The statistical population of this research is Tehran Private Hospitals
customers in north of Tehran. Therefore, the sampling method is available. With regard to the
unknown population of the statistical population, the sample size with a confidence level of 0.95,
based on the Cochran formula, is 384. Regarding the survey, the research was used to collect
data from a questionnaire tool. The results showed that the first hypothesis based on the effect of
self-brand relationship on brand loyalty has been confirmed. The second hypothesis of the
research, which measures the impact of brand equity on the brand's experience, has been
confirmed. In addition, the third hypothesis is based on the impact of brand experience on brand-
approved loyalty. Also, the results confirmed the fourth hypothesis based on the effect of the
mediating role of brand experience on the relationship between Self-Brand Connection
relationship to brand loyalty. In general, it can be argued that the purpose of this research is to
explain how brand communication relates to brand loyalty using brand experiences. The brand
experience was considered as the interface between the brand's relationship, which is linked to a
brand loyalty mechanism. Brand experience is known as a new factor in how brand managers
can control the autonomy of communication and lead to brand loyalty. The research argues that
brand communication, regardless of all else, creates consumer brand relationships. This research
proves the role of mediator of brand experience on the relationship between brand
communication and brand loyalty, which was considered as an intermediary in the model of this

17
research. The statistical results of the research hypotheses are as follows: The first hypothesis of
the research: self-correlation has a significant effect on brand loyalty. Considering the result of
partial least squares modeling, as the significant value (T-VALUE) between the two variables of
brand connectivity and loyalty is greater than 2. 57. Therefore, self-correlation has positive and
significant brand loyalty and the effect rate is about 426.0. The second hypothesis of research:
self-correlation has a significant effect on brand experience.

Sonja Bidmon et.al (2016), “How does attachment style influence the brand attachment – brand
trust and brand loyalty chain in adolescents?”

This study contributes to the growing body of literature investigating how and why consumers
form connections to brands by applying an attachment theoretical framework. According to the
attachment theory, children develop internal working models of the reliability of others in the
interaction with the primary caregiver(s). It can be assumed that this attachment style, which is
conceptualized along two dimensions (secure anxious and dependent independent), not only
influences intimate relationships in the long run, but may also play an important role in customer
relationships. The author investigates the influence of attachment style along the brand
attachment brand trust and brand loyalty chain. The sample consists of 216 adolescents. The
results derived from structural equation modeling (SEM) by proposing a non-recursive model
show that the dependent independent dimension of parental attachment style positively
influences the corresponding dimension of brand attachment predisposition and is important for
all of the constructs along the brand attachment brand trust and brand loyalty chain. However,
this is not the case with the secure anxious dimension of parental attachment style. The secure
anxious dimension of brand attachment predisposition does, on the other hand, have a significant
impact at least on brand trust. The results are discussed from an attachment theoretical point of
view and corroborate the suppositions of Rindfleisch, Burroughs, and Wong (2009), who
grounded their findings on terror management theory. Several possible implications of these
results for the theory and practice of brand management and advertising, especially in the light of
the gamification of advertising, are discussed.

ALLAN L. BALDINGER et.al (2019), “BRAND LOYALTY: THE LINK BETWEEN

ATTITUDE AND BEHAVIOR”

18
This article reports on the results of a major R&D initiative to redefine brand loyalty and verify
its importance. Respondents from five different studies were contacted a year after they were
originally interviewed. All of the key information on behavior, and attitudes, were collected from
these consumers at both stages of the process. Market shares were gathered, on each of the 27
brands, at each stage. Loyalty was calculated for each respondent, across each brand, at each
stage, so that movement across loyalty groups could be measured. Then, each respondent was
classified by attitude toward the brand, and the conversion and retention of behavioral and
attitudinal loyalty groups was tracked. This allowed for the calculation of whether attitude affects
actual behavior. Finally, changes in market share were then compared to loyalty patterns to
establish the predictive validity of a new loyalty-based model.

Anita Shalehah et.al (2019), “The Effect of Korean Beauty Product Characteristics on Brand
Loyalty and Customer Repurchase Intention in Indonesia”

The purpose of this study is to explore factors influencing Indonesian consumers to brand loyalty
and customer repurchase intention of Korean beauty products. This study uses a quantitative
approach to test the hypotheses. A sample of 411 respondents was collected by online
questionnaires in Indonesia. Causal research design and SEM analysis are also conducted to
determine the relationship between constructs. The finding showed that brand name, product
quality, product design, promotion and brand loyalty have significant influence on repurchase
intention. Moreover, all of product characteristics (brand name, product quality, product design
and promotion) also have a significant influence on brand loyalty. This study explains some
practical directions for beauty product companies to do better marketing strategies. Beauty
product enterprises should give priorities to brand name, product quality, product design and
promotion as the basic factor influencing consumers to repurchase the product. On the other
hand, a commitment to build a strong brand loyalty in consumers’ mind is a compulsory. Once
consumers are loyal to one brand, they will keep buying a same product from a same brand again
and again.

M I. Anees Fathima et.al (2022) “Relationship between Customers’ Satisfaction and Brand
Loyalty in Reliance Apparel”

Brand loyalty is a vital and end result of marketing programmes, sales initiatives and product
development efforts. On the middle of a hit brand is a nucleus of loyal customers. Those

19
"genuine believers" understand the brand higher, purchase extra often and suggest the brand to
others. Loyal customers are the strength in this VUCA world. Beyond the margin they generate,
loyal customers provide the idea for brand improvement and development. The brand that loses
its loyal customers are vulnerable to market forces. For this reason, they need to be observed and
supposed to understand the level of brand loyalty. An attempt is made to study the level of
apparels brand loyalty of Reliance, Chennai. Descriptive research layout with convenience
sampling method have been used in this examine.

JAMES HUSSAIN (2017) “Impact of Visual Merchandising on Consumer Buying Behaviour.

A Case Study of Reliance”

In the fast moving world, the competition and challenges have been increased in the retail sector.
Every retailer has aim to maximize profit through increasing sale. Retailers are using visual
merchandising as a tool to attract the attention of customer in order to sale. The basic purpose of
the study was to know the significance of relationship between each visual merchandising
variable viz lighting, Colour of display, Fixture, Mannequin, window display and consumer
buying behavior. This study was based on primary data which was collected through the
questionnaire. A questionnaire based on five point Likert scale has been prepared for this study.
Target sample of this research consisted of 348 Big-Bazaar consumer from four cities of India.
We formulated five hypotheses: lighting, colour of display, fixture, mannequin and window
display. chi-square has been used to test hypotheses by using the statistical packages for social
science(SPSS)software. We found that lighting, fixture, mannequin and window display
variables are a positive relationship with the consumer buying behavior.

D.Anitha Kumari et. Al (2019) “Customer Perception on Technology Integration in the CRM
Strategy of Reliance, Chennai.”

As buyer's perceptions and likings are shifting, the market scenario is also changing from time to
time. There have been several aspects are account. Figure for the changes of customer’s mind
set. Revenue level of the customers has reformed lifecycle elegances and societal class of people
have completely changed now than that of historic days. There has been a move in the
marketplace request in today's world. Technology is one of the major factors which are
responsible for this paradigm shift in the mark. The current study is carried out in Reliance at
Chennai. The main purposes of the study are to understand the effect of technical CRM of

20
Reliance, to analyze the level of better customer service provided, and to reveal the level of
customer satisfaction & customer relationship in Reliance. Descriptive research design is used in
this research. The target respondents are customers and the population size is unknown. The total
no of sample size is 110. Convenient sampling technique under the non-probability method is
used. Both primary and secondary data collection has been utilized to do survey. Chi square test,
T- Test, one way anova and correlation analysis used for analysis purpose. To conclude with this
study is the overall customer relationship in Reliance is good. The queries are handled by
Reliance in appropriate manner. Information given by the sales executives are valuable.
Customers are satisfied with the offers/discount provided by the company.

Dharmendra S. Mistry et.al (2021) “Similar yet Different: A Comparative Study of

Profitability Performance of Indian Retail Sector with a Special Reference to Reliance and D
Mart.”

Indian retail market has developed by means of one of the fastest-growing markets due to
economic growth and the access of more than a few new players. Rising revenue as well as
demand for quality products increases consumption expenditure. The existing research
work goals to analyse the performance of the Indian retail segment and the aspects that make the
Profit of Reliance and D Mart, Different, despite their similar Sales revenue. Some variables
such as Net Profit Margin, Inventory, Inventory turnover ratio, accounts receivables and Trade
payables have been taken to study the profitability of the two selected players. It has been
divulged that notwithstanding the insignificant variance in sales of Reliance and D Mart, there
has been a significant variance in Net Profit Margin, Inventory, Inventory Turnover ratio,
Accounts Receivables and Trade Payables thereof. Though the sales of Reliance and D Mart are
marginally different, D Mart’s position and profitability performance have comparatively been
seen healthier.

Haris Hermawan et.al (2021) “THE INFLUENCE OF MARKETING COMMUNICATION,

RELATIONSHIP COMMITMENT, BUSINESS TO CONSUMER RELATIONSHIP QUALITY ON
CUSTOMER LOYALTY IN THE BREAD INDUSTRY.”

The purpose of this study was to examine and analyze the variables of soft-sell marketing
communication, and hard-sell marketing communication, relationship commitment, relationship
quality, customer loyalty in the bread industry in Jember Regency. The research method used in

21
this study Structural Equation Modeling (SEM) by testing using AMOS, the population in this
study were all customers of the bread industry who have used online methods in relationship
marketing relationships in Jember. The research sample using the purposive sampling method
found 5 companies according to research criteria. Research respondents were customers who
were willing (convenience) to become respondents as many as 425 people. Marketing
communication soft-sell research significantly affects business to consumer relationship quality
of bread industry customers by 28.7%. Relationship commitment significantly impacts business
to consumer relationship quality of bread industry customers by 54.8%. Hard-sell marketing
communication significantly impacts business to consumer relationship quality of bread industry
customers by 40.9%. Soft-sell marketing communication has a significant impact on customer
loyalty in the bread industry by 18.4%. Relacustomers by 31.4%. Hard-sell marketing
communication has a significant effect on customer loyalty in the bread industry by 38.9%.
Business to consumer relationship quality has a significant impact on customer loyalty of bread
industry customers by 51.3%. township commitment significantly influences customer loyalty in
the bread industry.

BHADRAPPA HARALAYYA (2022) “Study On Promotion Mix Strategy Towards Reliance

Bidar.”

Managing human resources in today’s dynamic environment is becoming more and more
complex as well as important. Recognition of the people as a valuable resource in the
organization has led to increase in the trends of employee maintenance, job security, etc The
research project deals with the, “promotion mix strategy” as carried out at Reliance Ltd Bidar.
The project involves performance appraisal, skill assessment and skill development process. This
project study deals with detailed company and industry profile including company’s history. Its
activities, operations, organization structure etc. This project attempts to give detailed
information about the company and the nature of its functioning along with the detailed
theoretical information about various skill sets necessary among the employees for the overall
functioning of the individual. Reliance need to build a strong relation with the bidar people
somewhere it failed to reach bidar people. Because the Reliance not that much created awareness
about its products and services, And benefits to the people.

22
Mansur Khamitov et.al (2016), “Uncovering Empirical Generalizations in Consumer Research:
Creating New and Synthesizing Accumulated Knowledge”

The endowment effect (EE) is the tendency for people to value goods that they own
disproportionally more than those that they do not. The effect is demonstrated in the valuation
paradigm, where sellers’ willingness-to-accept (WTA) price is consistently higher than buyers’
willingness-to-pay (WTP) price (Kahneman et al. 1990). The effect is important in marketing
because it explains many psychologically-based sales tactics, such as free samples and trial
periods, and is especially relevant to the burgeoning area of the peer-to-peer economy, where
individuals are both buyers and sellers and are subject to the asymmetric price dichotomy
associated with the EE. The EE has been studied for over 40 years. Researchers have theorized
and demonstrated various explanations for the effect. The traditional explanation for the effect is
loss aversion, but recent research favors other explanations based on experimental tests. These
include psychological ownership, biased information processing, and strategic misrepresentation.
The research on the EE suggests that the phenomenon is multi-determined; that is, multiple
factors typically work in concert to trigger the effect. However, what remains unclear is the
relative impact of these factors; rarely has more than one factor been tested at a time. Further,
variations in conceptualizations and manipulations of explanatory accounts have been used
across studies. For instance, the psychological ownership account has traditionally been
conceptualized in terms of a possession-self link, but more recently has also been conceptualized
in terms of an implicit self-threat. Biased information processing has been experimentally tested
with direct-specific and indirect-general manipulations. Direct manipulations focus on a specific
component of the information processing “chain” postulated to be involved in the EE, whereas
indirect manipulations do not focus on a specific component, but rather affect information
processing holistically. It is unclear whether and how differences in conceptualizations and
manipulations affect the endowment effect. To deal with these shortcomings, we compiled a
comprehensive list of articles on the EE, coded each study within the articles along a number of
factors, and conducted a meta-analysis, based on hierarchical modeling and bootstrapping. The
hierarchy comprises specific experiments nested within studies in published articles.
Bootstrapping is conducted to control for variation in the number of observations associated with
each explanatory factor. In our meta-analysis, we ask two main questions: (i) Of the EE
explanatory accounts that have been tested in experimental studies, which is the leading one? (ii)

23
How do the different conceptualizations and manipulations of the ownership and information
processing accounts differentially affect the EE? Method. Our data come from articles studying
the EE using the valuation paradigm, published in refereed journals in psychology, marketing,
and economics, among others. The data consists of 471 observations derived from 188 studies
published in 104 separate articles. The dependent variable for our analysis is the natural
logarithm of the WTA/WTP ratio. There are two main groups of independent variables: (i)
factors hypothesized to trigger the EE, which we label “causal factors”, and (ii) moderating
factors, which include product-, consumer-, and method-related features.

Anjali Sharma et.al (2013), “Impact of Brand Loyalty on Buying Behavior of Women
Consumers for Beauty Care Products- Delhi Region”

Consumer buying behavior is not a new-fangled concept but it is convalescing day by day with
changing ecology. Studying Consumer buying behavior is very decisive aspect of marketing.
Brand loyalty is an upshot of end user conduct. It exaggerated by consumer’s preferences.
Steadfast consumers will constantly procure commodity from their favored brand name, despite
the consequences of expediency or value. Brand loyalty assorted aspects were being elected for
study. The main idea is to study the impact of brand loyalty on buying behavior of women
consumer for beauty care products in Delhi region. The chief intent of this research paper is to
study the buying behavior of consumer in relation to beauty products. Woman buying behaviors
have been studied because women are the ones who are engrossed in purchasing beauty care
products. Non-Probability sampling; convince sampling method has been under this survey.
Responses from respondents were gathered using quantitative approach. The findings of this
study indicate, quality and price are the two main parameters for which women may switch from
one brand to another brand. Brand image is the major cause; which women choose while
purchasing beauty product. This paper may help marketers to formulate stratagem with relation
to branding.

Mula Nazar Khan et.al (2016) “Corporate Branding, Emotional Attachment and Brand
Loyalty: The Case of Luxury Fashion Branding”

The purpose of this study is to investigate the impact of corporate branding on brand loyalty with
the mediating effect of emotional attachment in the luxury fashion market. Cross-sectional data
were collected from 132 customers who purchased luxury brands. Regression was used to test

24
the hypotheses of the framework developed for the study and correlation matrix used to see the
relationship among the variables. Finding shows that functional and symbolic benefits have
significant impact on brand loyalty, whereas other variables are found not to be significant. This
study offers new empirical support for the proposition that corporate branding efforts have a role,
thought limited, in building customer emotional attachment and loyalty towards luxury brands.
As such, findings from this study can provide managers with a guide to managing their branding
strategies so that customer emotional attachment and brand loyalty can be built in the most cost-
effective manner. Despite there is understanding that corporate branding strategy effects the
customer behavior but the fashion marketing area has been largely unexplored This study
contributes towards luxury fashion marketing literature investigating customer loyalty through
corporate branding. This model captures the effects of corporate branding strategies on
customer’s emotional attachment which as a result increase brand loyalty. Empirical findings
suggest that in luxury fashion market effects of corporate branding strategies on customer’s
behavior is limited. This study supports many other researchers who find that emotional
attachment increase brand loyalty in luxury market. In this study among all six dimensions of
corporate branding, functional benefits, and symbolical benefits were found to have impact on
customer emotional attachment. This study also shows that luxury retailers should contribute
resources to increase customer’s perceptions about functional benefits, and symbolical benefits
to increase emotional attachment.

Cynthia Fraser Hite et.al (2017), “Reliance on Brands by Young Children”

The bases upon which consumers form preferences and make brand choices are of considerable
interest to consumer researchers. While much is known about preference formation and choice
processes of adults, little is known about the development of those processes in children. At what
age do children make consistent choices? When do children learn to rely upon brand names and
packages as indicators of product information? How important are brand names and packaging,
relative to functional (i.e. performance) characteristics, in children’s preference formations and
choices? Understanding which types of attributes children first come to rely upon may provide
the foundation needed better to predict the evaluative judgments and purchase decisions made or
influenced by children, as well as the decisions made by those children when they become
adults. While a great deal is known about the ways in which children categories, little is known

25
about the ways in which children develop preferences and make choices. The study presented
here examines reliance on perceptual (visual), non-functional brand attributes (brand name and
packaging), relative to underlying, functional product composition attributes (taste), in
preference formation and brand choice processes of very young children (ages two to six). The
study further examines young children’s preferences for advertised name brands over less-known
brands. Throughout, brand is assumed to include both brand name and packaging. Since both are
advertised together, their combination provides both aural and visual brand cues, and it is the
influence of the combination which ought to interest marketers most.

K. Chakrawarty et.al (2022), “Challenges in Customer Experiences and Retention with Special
Reference to Reliance JioMart”

Many companies are using e- commerce to reach to their customers globally. In India, the use of
internet has increased to 830 million by 2021 due to Digital India Initiative. The paper focuses
on the experiences of e- commerce companies in facing challenges in customer experiences and
retention. The paper also focuses on customer life cycle of how customers are placed at different
stages and the corresponding strategies it applies to retain at different levels. It highlights the
case study of Reliance Jiomart of what are the factors influencing purchase decisions. It also
throws light on what is the customer life cycle, journey of a customer with Jiomart starting from
New Customer Acquisition, Speed Conversion, Customer Development, Customer Stabilization,
Customer Revitalization to Customer Reactivation. We can say that how proactive companies
can benefit from their unique acquisition and retention strategies. Customers are the king with a
large number of options and choices with them and only the company which provide unique
value added services and solutions to the customers can survive and be successful. Competition
thus leads to more refinement in procedures and strategies which further lead to technological
development and services thereby improving the economy of the country.

Hong-Youl Ha et.al (2011), “The effects of advertising spending on brand loyalty in services”

Purpose – This paper aims to model the effect of advertising spending on brand loyalty by
examining the simultaneous effects of advertising spending, store image, perceived quality and
satisfaction on brand loyalty. Design/methodology/approach – A proposed model is compared
with three competing models of the relationships amongst, and impact of, independent variables
on brand loyalty. Data from the banking and discount store services in South Korea are used to

26
examine the indirect effects of customer perceptions of advertising spending on brand loyalty.
Findings – Results elucidate the complexity of advertising spending effects on brand loyalty,
with mediating roles played by store image, perceived quality and satisfaction. Significant results
obtained in both banking and retail services differing in firm-customer relationships suggest that
the findings are robust. Research limitations/implications – Future research might test the
proposed research model in other cultures and conduct cross-cultural comparisons. Other
variables such as brand associations, brand trust, advertising recall might uncover additional
cognitive and attitudinal structural relationships with brand loyalty. Originality/value – The
paper compares competing models of the variables of interest, which has not been done before,
and indeed seen quite infrequently in scholarly research in marketing. Unlike in previous studies,
this paper examines the simultaneous relationships and the mediating roles of store image,
perceived quality and satisfaction in the impact of perceptions of advertising intensity on brand
loyalty.

Shivaji Mohinta et.al (2017) “Retail Store Brand Commitment Study of Reliance and
Pantaloons”

The study is all about the brand commitment by retail stores in the eyes of customers. The
extensive literature review done finds the problem that in this competitive environment where
the consumer choices fluctuate due to various reasons, it is getting very challenging for stores to
maintain the customer’s commitment towards brand at the one end. At the other end to sustain in
this war business houses need to hold their customer base, making the customers more loyal. The
objectives defined to find the solution for this research problem are to know the level brand
commitment of the brands taken in study, to get the comparison of brands commitment and to
find the opportunity to expand the brand’s business. A structured questionnaire administered
among 550 respondents. The data analyzed using SPSS with t- test and paired t- test. The
outcome of paired t- test for the 6 pairs shows that there is no significant difference in opinion of
respondents for the variables of brand commitment for both the brands Reliance and pantaloons.
The research is contributing to the business understanding as the two brands are competitor to
each other and both are trying to expand their business, the research outcome is contributing to
the understanding of the business in a comparative way. This contribution of the level of

27
commitment of customers with brand is a better contributor to the understanding of present and
can be a guide map for future strategy formulation.

Bekir Bora Dedeog˘lu et.al (2019) “Effect of social media sharing on destination brand
awareness and destination quality”

This study examines the effect of social media sharing on tourism destination brand awareness
and destination natural and service quality and also examines the moderating roles of country of
origin (COI; macro and micro) image on destination natural and service quality. Data were
collected from 568 domestic and international tourists who have visited Alanya, Turkey.
Relationships in the study were examined through structural equation modeling. As one of the
components of social media sharing, participant sharing positively affects destination brand
awareness, whereas any significant effect of nonparticipant sharing on destination brand
awareness was not found. Destination brand awareness positively influences tourist perceptions
of both destination service quality and destination natural quality. COI image moderates most of
the relationships.

Deepa Sethi et.al (2015) “Customer Perception about D-Mart and Reliance”

Today, customer has become the King of the market. Now a day, a customer has various options
to purchase the products i.e. D-Mart, Reliance Fresh, Super Market, Reliance etc. A customer
wants to purchase from that store where he meets satisfaction with his expectation in terms of
quality, price, promotional offer etc. Today, a customer has very busy schedule so he also
emphasized on store location, easy to purchase and instant shopping etc. For this purpose, a
random survey of 100 respondents was done at D-Mart and Reliance stores to know that from
which store the customer feel easiness to buy and in terms of product which special feature he
likes.

Dr. M. Siva Koti Reddy et.al (2019) “A Study on Customer Relationship Management at
Reliance”

In this present age, customers are regarded as an article of trade. With the growth of Marketing
era the Customer Relationship Management (CRM) is very much advanced and became popular
in India. CRM became very important to cope up with exceeding competitive global market.
Customer Relationship Management is a strategy for managing and fostering a company’s

28
interactions with customers and sales prospects. When an application is efficient, processes,
people, technology work in synergy to develop and strengthen relationships, increase
profitability, and reduce operational costs. Customer Relationship Management plays an
effective role in attracting the new customers to the company. Customer relationship
management is focusing on creating and maintaining relationships with customers. This study
evaluates the customer relationship management its approach and Consumer feelings while
shopping in Reliance. Through this study we can know that most of the customers know about
the Reliance from advertisement. Most of the customers select Reliance for shopping because of
stunning offers.

Asuncio´n Beerli et.al (2002), “A model of customer loyalty in the retail banking market”

On the basis of empirical research carried out in the retail banking market, this paper proposes a
structural equations model enabling us to reach the conclusions that satisfaction together with
personal switching costs are antecedents leading directly to customer loyalty, with the former
exerting the greatest influence; and perceived quality is a consequence of satisfaction. At the
same time, the paper shows that the degree of elaboration in the bank selection process does not
have a moderating influence on the causal relationships between satisfaction/switching costs and
customer loyalty. The aim of this research, which is based on the retail banking market, was to
carry out an empirical analysis of the factors determining customer loyalty, using a structural
equation modeling. We have tried to contribute to the academic literature by considering
customer loyalty not only as a frequency of repeated purchase, but also including the
psychological meaning of loyalty. In this sense, we have differentiated between the two types of
concept of customer loyalty (loyalty based on inertia and true brand loyalty). Moreover, along
these lines, we analyzed the influence on customer loyalty, not only of satisfaction, which is the
most widely studied factor in academic literature.

Richard Jones et.al (2010), “Finding sources of brand value: Developing a stakeholder model
of brand equity”

This article reflects the current interest in brand research towards studying non-consumer
relations and their role in brand value creation. It presents a model of stakeholder equities as a
tool for brand managers to assess the value of multiple stakeholders in relation to the brand. A
stakeholder brand value model is then developed to strengthen understanding of the sources of

29
brand value. It is argued that brand value is co-created through interaction with multiple strategic
stakeholders. Considerations for brand managers and suggestions for future research are
presented. In this article an outline of a stakeholder brand value model has been presented. The
model reflects an emerging movement in the branding literature away from an overriding
consumer focus to more holistic approaches that seek to identify other relationships that provide
important sources of brand value. While a number of other equity relations have been explored in
the literature, as indicated in this article, up until now there has been no attempt to provide an
overall framework for conceptualizing and analyzing these multifarious relationships. This
article does this in terms of the concept of brand value. The stakeholder-brand value model offers
an attempt to provide an overarching model for assessing brand value and linking the different
streams of through within the literature. A number of important points arise from the model.
First, that brand value is dependent on a number of stakeholders and that these function as a
network supporting (or working against) brand value. Achieving high brand value normally
requires achieving synergy between these different relationships; increasing the value of positive
relationships and minimizing the impact of negative relationships. Second, stakeholders other
than customers are vital sources of brand value. They perform more than simply a supportive
role as suggested by other models. Third, brand value doesn’t equal the sum of the value of each
relation. In brand equity terms we cannot simply sum the individual positive equities minus the
negative ones. In this respect each individual relationship should be considered separately since,
as the model stresses, the basis for value creation is different for each stakeholder in terms of
their expectations of process and outcomes. Fourth, each relationship has its own logic, which
determines the nature of the interaction and how outcome performance 58 International Retail
and Marketing Review should be measured. The brand manager should identify the variables that
are important in this regard: for example, is the stakeholder looking for financial return on
investment or are they looking for dialogue and compromise (on for example an environmental
issue)? Last, brand value is co-created through the relationships between the brand and its
stakeholders. The brand manager needs to priorities which relationships are most salient for the
success of the brand. While there is no simple solution as to which relationships the brand
manager should priorities, this model should act as an aid in determining who and what really
matters. The model presented here opens up the possibility for a good deal of research into the
nature and outcomes of brand relations other than those focused on consumers. There are already

30
many streams of work looking at specific relations, for example, a number of researchers are
exploring branding in business-to-business markets and there are already established lines of
research into customer and channel equities. Additionally, more general work on relational
equity and on social capital is promising here. However, more work needs to be done on
identifying the different relations and their contribution to total brand equity.

K.A. Hammond et.al (1994), “A replication study of two brand-loyalty measures”

Brand loyalty makes a critically valuable contribution to competitive advantage. High brand
loyalty is an asset that lends itself to extension, high market share, high return on investment and
ultimately high brand equity. The challenge for marketers is how to influence loyalty. Marketers
have rushed to develop so-called loyalty schemes, but do not always appear to have considered
the key elements of why consumers remain loyal to a brand. Brand loyalty has been one of the
most discussed and most misunderstood marketing concepts of recent years; therefore, it is
clearly a good time to revisit the concept of brand loyalty. First, a loyal customer and a satisfied
customer are not necessarily the same thing. Customers may remain loyal for a number of
reasons and may not even be happy with the product or service. A lack of customer defections
does not necessarily indicate satisfied consumers. From the design of a new product to the
extension of a mature brand, effective marketing strategies depend on a thorough understanding
of the motivation, learning, memory and decision processes that influence what consumers buy.
Subsequently, the issue of brand loyalty has been examined at great length in this article with a
Euro-Mediterranean perspective.

R. Sangeetha (2018) “A Study On Customer Satisfaction Towards Reliance with Reference to

Tirupur City”

Customer Satisfaction is a measure of how products and services supplied by a company to meet
or surpass customer expectation. Customer service and shopping comfort are at the core of
Reliance’s philosophy. Innovation and initiative define its brand character. The concept of
everything under one roof, competitive price, responsiveness, assurance, empathy, merchandise
quality, store loyalty bring more customers to the store. Hence, an attempt has been made to
reveal the customer satisfaction towards Reliance with reference to Tirupur city. Reliance has no
doubt made a big name in the retail industry of India; moreover, shopping here is further made a
memorable and joyful experience with the varied rates of discounts on products as well as

31
discount vouchers available in a variety of amounts. The concept of everything under one roof,
competitive price, responsiveness, assurance, empathy, merchandise quality, store loyalty bring
more customers to the store.

Dr. S C Gaur et.al (2019) “Impact of Customer Satisfaction On Customer Loyalty at Reliance
in Delhi & Ncr”

Retail stores play a vital role in economy of any nation. Study focuses on customer satisfaction
and customer loyalty towards Reliance. Brand loyalty develops with more customer satisfaction.
Companies always try to improve their service quality to make customers satisfied with their
services in order to maximize sale. More the customer is satisfied more he is loyal to company.
The purpose of this research is to understand the customer's loyalty with respect to customer's
satisfaction of Reliance. The data has been collected from both primary and secondary resources.
A structured questionnaire has been designed to collect data through a survey administered on
101 customers to find out the correlation between customer satisfaction and customer loyalty at
Reliance. The study finds that there is strong positive correlation between customer satisfaction
and customer loyalty (r = 0.853) and customer satisfaction has positive impact on customer
loyalty. It is quite clear from the result that good customer satisfaction gives more customer
loyalty.

K. KALARANI et.al (2020) “Sructural Equation Model (Sem) On Impact of Brand Labeling
On Fmcg Goods with Special Reference to Private Label Brand and National Brand”

In India, private labels are becoming a major component of retailers’ long-term strategies
encompassing product development and sales. Private label provides an opportunity to price
conscious customers to buy the product at reasonable price and satisfy their needs. The study
aims to analyze the Structural Equation Model (SEM) on impact of brand labeling on FMCG
goods with special reference to private label brand and national brand. The main objective of the
study is examining their overall preference of private Vs. national brands while purchasing of
FMCG goods. A study is conducted from the views of customers & collected by conducting a
survey with a sample size of 350 from Chennai region with the help of structured questionnaire.
The collected data is analyzed using statistical tools and the study reveals that most of the
respondents have good perception towards the private brands in FMCG goods than the National
Brands. It is suggested that the National brands will need to be more aggressive to defend and

32
maintain their market share with the growing boom that private label brands are currently going
through.

Prof. Vilas Nair et.al (2019), “ecosystem for Growth of Business 44 Changing Face of Food
Private Label and Category Management: The Significance of Customer Satisfaction and
Loyalty.”

Category management is a relevant process which drives the relationship between manufacturer
and retailer. In the prevailing retail scenario where small and big player are striving to compose a
differentiation uniquely associated with store image and store brand, category management is
bonding grid. Category management is an effective way to utilize market data to help increase
the sales. The purpose of this paper is to determine how category management in food private
label can help in building store loyalty. A survey of shoppers measured attitudes toward
individual stores' images and store brand perceptions, a regression analysis demonstrates a
positive relationship between consumers' perceptions of individual store own brands and their
associated store's image dimensions and attitudes toward store brands in general. The results of
this study suggest that category management enhance customer satisfaction by focusing more on
product availability, presentation and customer service rather than the price. Store brands are
widely acknowledged as effective tools for retailers to increase profit margins and gain
bargaining power with respect to manufacturers. Another rationale for retailers to invest in store
brands is that store brands aid to create a point of differentiation and store loyalty. In this study
the relationship between category management and store loyalty with regards to food private
label brands. By testing the store brand, and store loyalty relationship, a robust positive
relationship between store brand and store loyalty using data from multiple retailers and multiple
sources, and providing controls for a variety of potentially spurious correlations. In the second
test it is marked that the Product pricing has the strongest relationship with store loyalty (89.2%)
followed by Purchase intention (88.6%), Product presentation (87.1%), Customer service (87%),
Product availability (86.3%) and Product promotion (80.2%). Product assortment has a weak
relationship with store loyalty (46.6%). The results also set emphasis on the Category
management factors and store loyalty all the seven factors of Category management (Purchase
intention, Product assortment, Product promotion, product presentation and layout, product
availability, Customer service and Product pricing) had an impact on store loyalty.

33
Yong Soo Jang et.al (2017), “Cultural Difference of Customer Equity Drivers on Customer
Loyalty: A Cross-National Comparison between South Korea and United States”

Purpose: Many advanced discount stores could not reach the certain growth level due to cultural
differences and their marketing strategies that have failed to adopt in local market environment.
The purpose of this study is to find the effects of customer equity drivers on customer loyalty
and to examine cultural differences between South Korea and United States.
Methodology/Approach: This study sets independent variables of value equity, brand equity and
relationship equity from the customer equity model and tests to see how each equity driver
affects customers' loyalty through gaining their trust and satisfaction in the discount store
industry. We applied structural equation model to test the hypothesis. We conducted a survey on
customers who had shopping experiences in discount stores and gathered data from United States
and South Korea respectively. Findings: The results show that there are significant differences in
the effects of customer drivers on customer loyalty via trust and satisfaction in large retail
industries. While Satisfaction had some effects on building their loyalty in Korea, satisfaction
had no effect in gaining customers’ loyalty in USA. Research Limitation/implication: The results
of this study are highly relevant for managers who must make strategic marketing decisions for
different cultures. Originality/Value of paper: This study is the first systematic cross-cultural
examinations on how customer equity drivers in discount stores affect customer loyalty between
USA and South Korea.

Heesup Han et.al (2009), “THE ROLES OF THE PHYSICAL ENVIRONMENT, PRICE
PERCEPTION, AND CUSTOMER SATISFACTION IN DETERMINING CUSTOMER
LOYALTY IN THE RESTAURANT INDUSTRY”

This research aims to examine the relationships among three components of the physical
environment (i.e., décor and artifacts, spatial layout, and ambient conditions), price perception,
customer satisfaction, and customer loyalty in the restaurant industry. A total of 279 cases from a
survey were used to assess overall fit of the proposed model and test hypotheses using structural
equation modeling. The three factors of the physical environment strongly influenced how
customers perceived price, and this price perception, in turn, enhanced customer satisfaction
level and directly/indirectly influenced customer loyalty. Décor and artifacts were the most
significant predictors of price perception among the three components of the physical

34
environment. Furthermore, both price perception and customer satisfaction played significant
partial/complete mediating roles in the proposed model. The paper provides potential ways for
restaurateurs to increase customer loyalty by improving their understanding of the roles of
physical environment, price perception, and customer satisfaction.

Roger Hallowell et.al (1996), “The relationships of customer satisfaction, customer loyalty, and
profitability: an empirical study”

As suggested by Zahorik and Rust (1992), there is clearly a need for more quantitatively driven
empirical research in the area of specific, implementable recommendations for managers. As
firms begin to measure both customer satisfaction and customer loyalty more completely,
specific actions can be recommended that will optimize managers’ investment in improved
service. The relationships among customer satisfaction, customer loyalty, and profitability
warrant further research. Researchers may benefit from avoiding three of the difficulties
encountered in this paper. First, to the degree possible they should work with an organization to
develop exemplary measurement systems before measuring satisfaction, loyalty, and
profitability. This should benefit both the organization and the research. Second, they may want
to focus on industries other than banking, both for the purpose of extending external validity and
to examine whether variance explained will dramatically increase for data sets from industries in
which profitability can be expected to be more immediately tied to customer satisfaction (unlike
commercial banking, which, as noted, may be subject to variation in profitability due to non-
customer satisfaction-related activities, such as treasury functions). Finally, researchers may
want to focus on data collected in relatively stable industries over an extended period. The
analysis of such data may enable conclusions to be drawn about both relationships among
variables and causality. An important caveat must be made regarding the findings of this study.
A reader might infer from the conclusion that since customer satisfaction is related to profit, a
bank should endeavor to satisfy every customer. This could be an error in interpretation. A
bank’s population of customers undoubtedly contains individuals who either cannot be satisfied,
given the service levels and pricing the bank is capable of offering, or will never be profitable,
given their banking activity (their use of resources relative to the revenue they supply). Any bank
would be wise to target and serve only those customers whose needs it can meet better than its
competitors in a profitable manner. These are the customers who are most likely to remain with

35
that bank for long periods, who will purchase multiple products and services, who will
recommend the bank to their friends and relations, and who may be the source of superior returns
to the bank’s shareholders.

Seyed Alireza Mosavi et.al (2012), “A survey on the relationship between trust, customer
loyalty, commitment and repurchase intention”

The purpose of this paper is to examine the effects of customer satisfaction, complaint handling
and shared value on trust and test the effects of trust on customer loyalty, commitment and
repurchase intention. To achieve this objective, data were collected through survey using a
structured questionnaire administered to the general public. The only condition for the inclusion
of respondents was that they must have purchased an apple mobile phone before. The survey was
posted on a website in Iran from June to August, 2011. A total of 538 usable responses were
collected. Confirmatory factor analysis was conducted to examine the reliability and validity of
the measurement model, and the structural equation modeling technique was used to test the
research model. The results confirm that trust most influenced by customer satisfaction (47%),
complaint handling (30%) and shared value (22%). Besides, findings imply that the most impacts
of trust are on customer loyalty (51%), commitment (38%) and repurchase intention (29%).
Future researchers attempting to replicate and extend these findings may wish to collaborate with
companies marketing products and services and track customers’ actual behaviors. This would
be an excellent way to validate the current model relationships, particularly that involving
customer loyalty, trust, repurchase intentions and customer satisfaction.

Rita Martenson et.al (2007), “Corporate brand image, satisfaction and store loyalty”

Purpose – To study the impact of the corporate store image on customer satisfaction and store
loyalty in grocery retailing. Corporate (store) image is defined as the combined effect of how the
retailer as a brand, manufacturer brands, and store brands are perceived. The reason for including
store brands and manufacturer brands in this definition is that the image and equity of retailer
brands depends on the product brands they carry and the equity of those product brands.
Design/methodology/approach – A mail survey to consumers, 1,000 usable answers. The test of
the proposed model was based on a simple path model that related the latent variables to the
dependent manifest variable store loyalty. Findings – Most important for customer satisfaction is
the store as a brand. Retailers must be good at retailing. Customers are satisfied when the store is

36
neat and pleasant and when they feel that the store understands their needs. Only certain
customer segments are interested in store brands. Satisfied customers are loyal. Research
limitations/implications – A limitation is the way store loyalty was measured, i.e. as an estimate
of how much the respondent’s household spent in the main store. Another limitation is the fact
that the study is based on “manufacturer brands” and “store brands,” rather than specifically
mentioned real brands. Practical implications – The growth rate for store brands in grocery
retailing is twice as high as for manufacturer brands. Wisely launched, store brands may be
profitable to retailers. However, although gross margins are much higher for store brands than
for manufacturer brands, net margins are equal. It is therefore important to find out how
important store brands are in a customer perspective. After all, retailers prosper when they have
satisfied and loyal customers. Originality/value – The paper is based on a more holistic definition
of corporate store image than prior studies, which should give a more accurate picture of the
relative importance of the store as a brand, and manufacturer as well as store brands.

Randle D. Raggio et.al (2005), “The Theoretical Separation of Brand Equity and Brand Value”

During the past 15 years, brand equity has been a priority topic for both practitioners and
academics. Despite the attention it has received during this period, no consistent measure of
brand equity has been adopted. In this article, the authors propose a new framework for
conceptualizing brand equity that distinguishes between brand equity, conceived of as an
intrapersonal construct that moderates the impact of marketing activities, and brand value, which
is the sale or replacement value of a brand. Such a distinction is important because, from a
managerial perspective, the ultimate goal of brand equity research should be to understand how
to leverage equity to create value. We have presented a new conceptual model that establishes
brand equity and brand value as two distinct constructs. Brand equity, which implies a consumer-
based focus and affects 23 Separating Equity and Value consumer decision processes in a
manner similar to that of attitude strength, represents one of many factors that contribute to brand
value, which we define as the sale or replacement value of a brand and which implies a
company-based perspective. Because brand equity and brand value imply unique perspectives
and because brand value is a broader construct that subsumes brand equity along with other
constructs, the two cannot be different sides of the same coin. We believe that theoretically
separating the constructs is a first step toward the development of better measures of each.

37
RAMESHWAR CHAVAN et.al (2011), “IMPACT OF CORPORATE BRANDING ON
CUSTOMER LOYALTY THROUGH CORPORATE IMAGE: A CASE STUDY OF
PHARMACEUTICAL INDUSTRY”

Corporate branding in the pharmaceutical industry is highly important in influencing decision

makers also at a political level and to engender credibility that will facilitate introduction of new
products. But the branding conditions are believed to be inimical due to the nature of the
products, the role of the General Practitioner (GPs) in particular to the political restrictions and
interventions. The impact of these forces working against the effects of corporate branding needs
further investigation but the researcher believes that as a consequence of the strong political
focus on cost-benefits, companies will have to center their attention not only on the long-term
corporate branding strategy but also on product lifecycle optimizations as the physician will be
forced to use the cheaper generics when products go off patent and thus any emotional
attachments to brands will be overruled. The corporate image is strategically important and the
images formed, by doctors, of a pharmaceutical company are composed of a number of elements.
The strength of the company image held by this key influential audience appears to be directly
related to perceived drug effectiveness but a number of other attributes also rank consistently
high in the way doctors perceive these organizations. Indeed, it is suggested that drug
effectiveness alone is not a sufficiently strong attribute upon which to build corporate image and
reputation. Analysis of the strength of these perceptions has enabled a hierarchy of attributes to
be determined. In order the five most important attributes are drug effectiveness, cost and effect
relationship, credibility/Trustworthiness of the company, knowledge of Medical Representative,
level of R & D. It follows that 234 pharmaceutical organizations should consider managing these
attributes collectively and that they should be developed as an integrated set of corporate identity
cues. The development of common thematic messages that reinforce a company's performance
across these attributes appears attractive. A valid communication strategy might involve the
company's achievements in R&D, benefit claims related to drug effectiveness and the strength
and professionalism of a well-managed Medical representative force. Strong corporate images
are more likely to be shaped from integrating these elements in a planned approach to corporate
communications.

Yongjun Sung et.al (2010), “Effects of Brand Personality on Brand Trust and Brand Affect”

38
Given the potential utility of brand personality for marketers, the present research conceptualizes
and investigates the relationships between five brand personality dimensions and brand trust as
well as brand affect. This research proposes that some brand personality dimensions relate more
to brand trust, whereas other dimensions relate more to brand affect. The results suggest that
Sincerity and Ruggedness brand personality dimensions are more likely to influence the level of
brand trust than brand affect, whereas the Excitement and Sophistication dimensions relate more
to brand affect than to brand trust. The Competence dimension appears to have similar effects on
both brand trust and brand affect. The research findings are consistent with marketing and
consumer researchers’ assertions that brand personality can increase levels of brand trust and
evoke brand affect, which in turn builds the level of brand loyalty. Theoretical and practical
contributions and implications are discussed.

Gianluca Marzocchi et.al (2011), “Brand communities: loyal to the community or the brand?”

Purpose – The purpose of this paper is to investigate empirically the relative emphasis accorded
by members of a brand community to identification with that community and identification with
the brand-owner, and thereby close a gap in the literature to date. Design/methodology/approach
– Based on a review of the literature relating to identification, loyalty, and potentially mediating
brand-related constructs, a cross-sectional questionnaire-based survey was carried out at a
brandfest organized by a major European motorcycle manufacturer. Data collected from 256
respondents were analyzed by structural equation modelling, testing seven hypothesized causal
links. Findings – Brand loyalty is primarily influenced by identification with the brand
community, through the mediating role of brand affect. Research limitations/implications – The
findings require confirmation in other settings and industry sectors before they can be
generalized with confidence, but point to several fruitful research directions. Practical
implications – Brand strategists have new evidence to guide allocation of effort and resources to
the effective cultivation and maintenance of brand loyalty. Originality/value – The study makes
an original contribution, in a real-world setting, to the understanding of how members of a brand
community relate to the brand, and of how their brand loyalty is activated. The primary
theoretical objective of our study, relevant to the marketing implications of organizational
identification, was to seek evidence for the direct impact of identification with a company and
identification with a brand community on loyalty to the company and on a correlated set of

39
marketing-related dependent variables. A subordinate (but relevant) goal was to assess the
relative strength of those predictors. In parallel, the study aimed to compare this loyalty building
mechanism with the influence exerted by other variables, through causal links of established
relevance. Attention was focused on two constructs, brand trust and brand affect, with the aim of
gaining further insights into the complex network of relationships linking them to identification
with the brand owner and with a brand community.

Rajendra Prasad et.al (2020), “A Study on Customer Perception Towards Reliance Digital
Retail Store in Hubli City”

Reliance Digital is a one stop store for electronics and consumer durables. Customer perception
certainly plays an important role in having the ability to attract new customers and also to retain
existing customers. In the highly grown markets, it is quite important to attract new customers
and also keep track of the existing customer base. The objective of the present study is to analyze
the customer perception towards quality, store design, service, pricing of products and location
aspects and in turn also analyze customer perception towards the ambience of the store. The
study conducted might help Reliance digital to know what all factors are essential for
maintaining a good relationship with its customer. In this regard a survey was conducted using
structured questionnaire with around 150 respondents through Google forms (online). Data
collected was analyzed and represented using SPSS. The study strives to assess the major
challenges faced by the employees while working in the store. It was also found during the
course of research that many of the customer were more loyal towards Reliance digital store
maintained a good customer service. The study helps us to understand and ascertain customer
perception towards Reliance Digital and its products in Hubli City. A comprehensive survey was
conducted in this regard to get sufficient insights for the study. The findings of the study can be
of help to Reliance Digital to understand customer perception.

40
 CHAPTER 3

RESEARCH METHODOLOGY AND

COMPANY PROFILE

16
2.1 Methodology
To study brand loyalty with reference to Reliance, the following research methodology can be
adopted:

Research Design: A descriptive research design can be used to study brand loyalty with
reference to Reliance. This design will help in understanding the current level of brand loyalty
among customers, the factors influencing brand loyalty and the impact of brand loyalty on the
business.

Data Collection: Data can be collected through primary and secondary sources. Primary data
can be collected through surveys, interviews, and focus groups. Secondary data can be collected
through company reports, industry reports, and published research studies.

Sampling: A sample of 50 customers who have shopped at Reliance can be selected through
random sampling technique. The sample size can be determined using statistical tools such as the
sample size calculator.

Data Analysis: Data can be analyzed using statistical techniques such as descriptive statistics,
correlation analysis, and regression analysis. The data can also be analyzed using qualitative
techniques such as content analysis.

Ethical Considerations: Ethical considerations such as informed consent, confidentiality, and

privacy of the respondents should be taken care of while conducting the research.

Limitations: The study may have some limitations such as sample bias, respondent bias, and
limited generalizability of the results. These limitations should be acknowledged while
interpreting the results of the study.

41
 STUDY OF LITERATURE REVIEW

STUDY ON BRAND LOYALTY RELIANCE

METHODOLOGY

SURVEY HYDRABADH CITY RELIANCE

DATA ANAYSIS

RESULTS AND DISCUSSION

CONCLUSION

Figure No.2 Methodology Flowchart

2.2 MARKETING RESEARCH
Market research provides information and reduces risk by helping executives make rational
choices under conditions of less-than-perfect knowledge. Marketing research includes fact-
finding and management counseling.

According to PHILIP KOTLER,

"Marketing Research is a systematic problem analysis, model building and fact finding for the
purpose of improved decision making and control in the marketing of goods and services."

42
Marketing Research is often partitioned into two sets of categorical pairs, either by target market
or alternatively, by methodological approach:

1. Qualitative Marketing Research, and

2. Quantitative Marketing Research

2.3 RESEARCH METHODS

The goal of the Research Process is to produce new knowledge and data findings about the
selected area or the given fields related to the completion of goals and targets.

2.3.1 Types of DATA Collection-

1. Primary Data

Primary data is information gathered from original sources for a specific purpose or objective.
Some techniques for gathering primary data include:

 Surveys
 Observation
 Field Experiments

Sampling unit: The Reliance customers in Hyderabad city

Sampling size:100 Reliance customers are taken up for the study from Hyderabad city.

Sampling Unit

All the Reliance customers in Hyderabad city

2.5 Scope of the study

The study is done on Reliance customers in Hyderabad city.

Data sources Primary data:

Primary data is collected from the Reliance customers in Hyderabad city through a well-
designed questionnaire.

2.5 Reliance Mart Company Profile

Mission

43
Reliance Mart's mission is to provide high-quality products and services to customers at
affordable prices, making their shopping experience convenient and enjoyable. The company
aims to become the most preferred retail destination for customers across India.

Vision

Reliance Mart's vision is to create a world-class retail experience for customers by offering a
wide range of products and services. The company seeks to become a leader in the retail industry
by leveraging technology, innovation, and a customer-centric approach.

Media Platform

Reliance Mart has a strong presence on various media platforms to promote its products and
services. The company uses social media, television commercials, print advertisements, and
other digital marketing channels to reach out to customers and create brand awareness.

Stores

Reliance Mart operates a chain of hypermarkets and supermarkets across India. The stores offer
a wide range of products, including groceries, electronics, home appliances, fashion, and beauty
products. Reliance Mart stores are known for their spacious layout, modern interiors, and a wide
range of products at competitive prices.

Private Label Brands

Reliance Mart has its private label brands, including Best Farms, Good Life, and Pure Magic.
These brands offer a wide range of products, including food items, personal care products, and
home essentials. The private label brands are known for their high quality and affordability.

Loyalty Program

Reliance Mart offers a loyalty program called Reliance One, which allows customers to earn
points on their purchases. The points can be redeemed for discounts and offers on future
purchases.

Online Shopping

44
Reliance Mart also has an online shopping platform called JioMart, which offers a wide range of
products and services to customers across India. Customers can place orders through the JioMart
website or app and get the products delivered to their doorstep.

Community Service

Reliance Mart is actively involved in community service activities, including disaster relief,
education, healthcare, and environmental sustainability. The company has set up several
initiatives to help communities in need and make a positive impact on society.

Overall, Reliance Mart is a leading retail chain in India, known for its high-quality products,
affordable prices, and customer-centric approach. The company has a strong presence on various
media platforms, operates a chain of stores across India, offers private label brands, has a loyalty
program, an online shopping platform, and is actively involved in community service activities.

45
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

41
1. Gender
Table No.1 Gender
Questions Option Responses
Gender Male 34
Female 66

Gender

34%
Male
66%
Female

Figure No.3 Gender

The Table indicates the number of respondents based on their gender who have participated in a
survey or study related to brand loyalty with reference to Reliance in Hyderabad. Out of the total
number of respondents, 34 are male and 66 are female.

2. Age

Table No.2 Age

Questions Option Responses

Age Below 25 23
26-35 56
36-45 9
Above 45 12

46
 Age

12% 23%
9% Below 25
26-35
36-45
56%
Above 45

Figure No. 4 Age

The above Table provides information about the age distribution of customers surveyed with
respect to their brand loyalty towards Reliance in Hyderabad. The respondents have been
classified into four age groups, namely below 25, 26-35, 36-45, and above 45. The Figure shows
that out of the total respondents surveyed, 23 are below 25 years of age, 56 are aged between 26-
35 years, 9 are aged between 36-45 years, and 12 are above 45 years of age. This information
can be used to analyze the brand loyalty of different age groups towards Reliance in Hyderabad
and to develop targeted marketing strategies to improve customer loyalty.

3. Occupation

Table No.3 Occupation

Questions Option Responses

Occupation Student 21
Govt. Employee 11
Private Employee 56
Other 12

47
 Occupation

12% 21% Student

11% Givt. Employee

56% Private Employee

Other

Figure No.5 Occupation

The Figure shows the responses of individuals from Hyderabad to a survey question about their
occupation and brand loyalty towards Reliance. Out of the total respondents, 21 were students,
11 were government employees, 56 were private employees, and 12 were in other occupations.
The Figure does not provide any information on the brand loyalty of the respondents towards
Reliance.

4. How often do you shop at Reliance

Table No.4 How often do you shop at Reliance
Questions Option Responses

How often do you shop at Reliance Daily 4

Weekly 34
Monthly 45
Occasionally 11
Rarely 6

48
 How often do you shop at Reliance ?

6% 4%
11%
Daily
34%
Weekly
Monthly
45% Occasionally
Rarely

Figure No.6 How often do you shop at Reliance

The Figure shows the frequency of shopping at Reliance for a particular group of customers in
Hyderabad. Out of the total respondents, 4 (4%) shop at Reliance on a daily basis, 34 (34%) shop
weekly, 45 (45%) shop monthly, 11 (11%) shop occasionally and 6 (6%) shop rarely. This
indicates that a majority of the customer’s shop at Reliance on a monthly basis, followed by
weekly shoppers, occasional shoppers, and rarely shoppers. Only a small percentage of
customer’s shop at Reliance on a daily basis.

5. Income

Table No.5 Income

Questions Option Responses

Income Below 20,000 11

20001-30000 30
Above 30000 59

49
 Income

11%

30% Below 20,000

59%
20001-30000
Above 30000

Table No.7 Income

The Figure provides information on the income level and brand loyalty of customers towards
Reliance in Hyderabad. There are three income categories mentioned - below 20,000, 20001-
30000, and above 30000. The number of respondents in each income category are 11, 30, and 59,
respectively. The data does not provide direct information on brand loyalty, but it can be
assumed that it is being measured through some survey or research method. The data could
represent the percentage of customers who are loyal to the Reliance brand or have a high level of
satisfaction with their products and services. Based on the data, it can be observed that there are
more customers in the higher income category (above 30000) compared to the other two
categories. This could indicate that Reliance is more popular among customers with higher
income levels in Hyderabad.

6. How satisfied are you with the products and services offered by Reliance
Table No.6 How satisfied are you with the products and services offered by Reliance
Questions Option Responses

How satisfied are you with the Extremely satisfied 44

products and services offered by Reliance? Somewhat satisfied 39
Neutral 11
Somewhat dissatisfied 2
Extremely dissatisfied 4

50
 How satisfied are you with the products and services offered by
Reliance ?

2%4% Extremely satisfied

11%
Somewhat satisfied
44%
Neutral
Somewhat dissatisfied
39%
Extremely dissatisfied

Figure No.8 How satisfied are you with the products and services offered by Reliance
The Figure shows the responses of customers in Hyderabad regarding their satisfaction with the
products and services offered by Reliance. Out of the total responses received, 44 customers (or
44%) expressed that they were extremely satisfied with the products and services offered by
Reliance, while 39 customers (or 39%) were somewhat satisfied.11 customers (or 11%)
responded as neutral, meaning they neither expressed satisfaction nor dissatisfaction with the
products and services offered. Only 2 customers (or 2%) were somewhat dissatisfied with the
products and services, while 4 customers (or 4%) expressed extreme dissatisfaction. Overall, the
majority of customers (83%) expressed satisfaction with the products and services offered by
Reliance in Hyderabad, while a small proportion (6%) expressed dissatisfaction. This suggests
that Reliance has a relatively high level of brand loyalty among its customers in Hyderabad.

7. How would you rate the product quality at Reliance?

Table No.7 How would you rate the product quality at Reliance?
Questions Option Responses

Poor 4
How would you rate the product quality at Reliance?
Fair 2
Average 21
Good 39
Excellent 34

51
 How would you rate the product quality at Reliance?

Poor
4%
2% Fair
34% 21%
Average
Good

39% Excellent

Figure No.9 How would you rate the product quality at Reliance?
Based on the responses, the majority of customers (39%) rated the product quality at Reliance
Hyderabad as good, while 34% rated it as excellent. 21% rated it as average, and only a small
percentage rated it as fair (2%) or poor (4%). This suggests that the overall perception of product
quality at Reliance Hyderabad is positive, with a large proportion of customers rating it as good
or excellent.

8. How important is the price factor while making a purchase decision at Reliance?
Table No.8 How important is the price factor while making a purchase decision at
Reliance?

Questions Option Responses

How important is the price factor while Not at all important 7

making a purchase decision at Reliance? Slightly important 3
Moderately important 12
Very important 33
Extremely important 45

52
 How important is the price factor while making a purchase decision
at Reliance?

7%3% Not at all important

12%
45% Slightly important
Moderately important
33%
Very important
Extremely important

Figure No.10 How important is the price factor while making a purchase decision at
Reliance?
The Figure shows the responses of customers of Reliance Hyderabad regarding the importance
of the price factor in their purchase decision-making. The majority of the respondents, about
45%, rated the price factor as extremely important, indicating that they consider the cost of
products as a crucial aspect when shopping at Reliance. Around 33% of the respondents rated it
as very important, 12% as moderately important, 3% as slightly important, and 7% as not at all
important. These findings suggest that the price factor plays a significant role in the purchase
decisions of Reliance customers in Hyderabad.

9. How would you rate the store environment at Reliance?

Table No. 9 How would you rate the store environment at Reliance?

Questions Option Responses

Poor 4
How would you rate the store environment at Reliance?
Fair 7
Average 23
Good 39
Excellent 27

53
 How would you rate the store environment at Reliance?

4%7%
27% Poor
23% Fair
Average
39% Good
Excellent

Table No.11 How would you rate the store environment at Reliance?
Based on the responses, the majority of the customers (39%) rated the store environment at
Reliance in Hyderabad as good, followed by 27% who rated it as excellent. 23% of the
respondents rated it as average, 7% as fair, and 4% as poor. Overall, the majority of the
customers seem to have a positive perception of the store environment at Reliance in Hyderabad,
which could contribute to building brand loyalty. However, it's important to note that some
customers rated the store environment as average, fair, or poor, indicating that there may be
some room for improvement in certain aspects of the store's environment to satisfy all customers'
needs and expectations.

10. How likely are you to recommend Reliance to others?

Table No.10 How likely are you to recommend Reliance to others?
Questions Option Responses

Not at all likely 2

How likely are you to recommend Reliance to others?
Slightly likely 5
Moderately likely 11
Very likely 49
Extremely likely 33

54
 How likely are you to recommend Reliance to others?

2%5%
11% Not at all likely
33%
Slightly likely
Moderately likely
49% Very likely
Extremely likely

Figure No.12 How likely are you to recommend Reliance to others?

The Figure above represents the responses of customers regarding their likelihood to recommend
Reliance in Hyderabad to others. The options range from "Not at all likely" to "Extremely
likely," and the number of responses for each option is provided. Based on the Figure, it can be
inferred that the majority of customers are very likely or extremely likely to recommend
Reliance to others, with a total of 82 responses falling under these two categories. This suggests
a high level of brand loyalty and satisfaction among customers towards Reliance in Hyderabad.
On the other hand, a smaller number of customers are either slightly likely or moderately likely
to recommend the brand, with a total of 16 responses falling under these two categories. Only
two customers responded as not at all likely to recommend the brand, indicating a low level of
dissatisfaction or negative experience among customers. Overall, the Figure shows that Reliance
in Hyderabad enjoys a high level of brand loyalty and positive word-of-mouth among its
customers.

11. How often do you shop at Reliance compared to other retail stores?
Table No.11 How often do you shop at Reliance compared to other retail stores?
Questions Option Responses

How often do you shop at Reliance? Always shop at Reliance 46

compared to other retail stores? Mostly shop at Reliance 34
Sometimes shop at Reliance 15
Rarely shop at Reliance 3
Never shop at Reliance 2

55
 How often do you shop at Reliance compared to other retail stores?

2%
3%
15%
Always shop at Big Bazaar
46%
Mostly shop at Big Bazaar
Sometimes shop at Big Bazaar
34%
Rarely shop at Big Bazaar
Never shop at Big Bazaar

Figure No.13 How often do you shop at Reliance compared to other retail stores?
The Figure shows the frequency of shopping at Reliance in Hyderabad compared to other retail
stores. Out of the total respondents, 46 indicated that they always shop at Reliance, 34 mostly
shop at Reliance, 15 sometimes shop at Reliance, 3 rarely shop at Reliance, and 2 never shop at
Reliance. This suggests that a majority of the respondents have a high level of brand loyalty
towards Reliance, with a significant portion shopping there either always or mostly. It also
indicates that Reliance has a strong customer base in Hyderabad, with a relatively low
percentage of respondents rarely or never shopping there.

12. How likely are you to switch to a different retail store than Reliance?
Table No.12 How likely are you to switch to a different retail store than Reliance
Questions Option Responses

How likely are you to switch to a Very likely 4

different retail store than Reliance? Somewhat likely 5
Neutral 14
Somewhat unlikely 32
Very unlikely 45

56
 How likely are you to switch to a different retail store than
Reliance?

4%5%
Very likely
14%
45% Somewhat likely
Neutral
32%
Somewhat unlikely
Very unlikely

Figure No.14 How likely are you to switch to a different retail store than Reliance
The Figure represents the responses of customers in Hyderabad regarding their likelihood to
switch to a different retail store than Reliance. Out of the total respondents, 4 people responded
as very likely to switch, 5 people responded as somewhat likely to switch, 14 people responded
as neutral, 32 people responded as somewhat unlikely to switch, and 45 people responded as
very unlikely to switch to a different retail store than Reliance. The majority of the respondents
(77 out of 100) indicated that they are unlikely to switch to a different retail store than Reliance,
either somewhat unlikely or very unlikely. This suggests a strong brand loyalty towards Reliance
among the customers in Hyderabad. However, it is important to note that 14 respondents were
neutral, which means that they may consider switching to a different retail store if they find
better options or services.

13. Which of the following factors do you think Reliance should improve upon to enhance
brand loyalty?
Table No.13 Which of the following factors do you think Reliance should improve upon to
enhance brand loyalty
Questions Option Responses

Which of the following factors do you think? Product quality 24

Reliance should improve upon to Price 33
enhance brand loyalty?
Store environment 6
Product design 21

Customer service 16

57
 Which of the following factors do you think Reliance should improve
upon to enhance brand loyalty?

16% 24% Product quality

Price
21%
Store environment
6% 33% Product design
Customer service

Figure No.15 Which of the following factors do you think Reliance should improve upon to
enhance brand loyalty
The Figure shows the results of a survey conducted on factors that Reliance in Hyderabad should
improve upon in order to enhance brand loyalty. Out of the total respondents, 33 (highest) said
that Reliance should improve upon its price strategy. This suggests that customers in Hyderabad
are price-sensitive and consider competitive pricing as a crucial factor in determining their
loyalty towards the brand. Following price, product design was the second-highest factor with 21
respondents suggesting that Reliance should improve upon it. This indicates that customers are
looking for unique and attractive products that cater to their specific needs. Product quality,
customer service, and store environment were also important factors with 24, 16, and 6
respondents respectively suggesting that Reliance should focus on improving them to enhance
brand loyalty. Overall, the results of the survey suggest that price and product design are the
most important factors that Reliance should focus on to enhance brand loyalty in Hyderabad.
However, the other factors such as product quality, customer service, and store environment
should not be ignored as they also play a significant role in influencing customer loyalty.

14. Would you be more likely to shop at Reliance if they offered loyalty programs or
rewards for repeat customers?

58
Table No.14 Would you be more likely to shop at Reliance if they offered loyalty programs
or rewards for repeat customers
Questions Option Responses

Would you be more likely to shop at Reliance if they Yes 81

offered loyalty programs or No 16
rewards for repeat customers?

Maybe 3

Would you be more likely to shop at Reliance if they offered loyalty

programs or rewards for repeat customers?

3%
16%

Yes
No
81% Maybe

FigureNo.16 Would you be more likely to shop at Reliance if they offered loyalty programs
or rewards for repeat customers
Based on the responses provided in the Figure, it appears that a majority of customers in
Hyderabad would be more likely to shop at Reliance if they offered loyalty programs or rewards
for repeat customers. Specifically, 81 out of the 100 respondents indicated that they would be
more likely to shop at Reliance if such programs were offered. On the other hand, 16 respondents
said they would not be more likely to shop at Reliance under these circumstances, while 3
respondents were uncertain or undecided (maybe). This suggests that implementing loyalty
programs or rewards for repeat customers could be an effective strategy for increasing brand
loyalty and attracting more customers to Reliance in Hyderabad. However, further research
would be necessary to understand the specific types of loyalty programs or rewards that would

59
be most appealing to customers in this market and to assess the potential impact on customer
behavior and loyalty over time.

15. How important is it for you to feel valued as a customer at Reliance?

Table No.15 How important is it for you to feel valued as a customer at Reliance
Questions Option Responses

How important is it for you to feel valued as a Not at all important 7

customer at Reliance? Slightly important 9
Moderately important 12
Very important 44
Extremely important 28

How important is it for you to feel valued as a customer at Reliance?

7%
28% 9%
Not at all important
12%
Slightly important
Moderately important
Very important
44%
Extremely important

Figure No.17 How important is it for you to feel valued as a customer at Reliance

Based on the responses provided, it seems that feeling valued as a customer at Reliance is very
important to the majority of customers, with 44 of them selecting "very important" and another
28 selecting "extremely important". This indicates that customers place a high value on their
experience and interactions with the store and its employees. Only a small number of customers
(7) indicated that feeling valued is not at all important to them, while others had varying degrees
of importance.

60
16. Have you ever had a negative experience at Reliance?
Table No.16 Have you ever had a negative experience at Reliance
Questions Option Responses

Have you ever had a negative experience at Reliance? Yes 22

No 78

Have you ever had a negative experience at Reliance?

22%

Yes
78% No

Figure No.18 Have you ever had a negative experience at Reliance

Based on the given Figure, out of the total respondents, 22 individuals (or 22%) have had a
negative experience at Reliance in Hyderabad, while 78 individuals (or 78%) have not had a
negative experience. This suggests that a majority of the respondents have had a positive
experience at Reliance in Hyderabad and may be more likely to continue shopping there in the
future. However, the negative experiences of some customers may impact their brand loyalty and
willingness to recommend the store to others.

17. What would make you more likely to recommend Reliance to others?
Table No.17 What would make you more likely to recommend Reliance to others
Questions Option Responses

What would make you more likely to Better prices 35

recommend Reliance to others? More product variety 26
Enhanced customer service 21
Better store environment 15
Other 3

61
 What would make you more likely to recommend Reliance to others?

15% 3% Better prices

35%
More product variety
21%
Enhanced customer service
26% Better store environment
Other

Figure No.19 What would make you more likely to recommend Reliance to others
The Figure shows the responses of customers in Hyderabad regarding what would make them
more likely to recommend Reliance to others. Out of the total respondents, 35 chose better prices
as the factor that would make them more likely to recommend the store, followed by 26 who
preferred more product variety. 21 respondents said enhanced customer service would make
them more likely to recommend Reliance, while 15 preferred a better store environment. Only 3
respondents chose "Other" as their response, which is not specified in the Figure.From the
results, it appears that competitive pricing and a diverse product range are the key factors that
would increase the likelihood of customers recommending Reliance to others. Therefore, the
store may need to focus on ensuring that their prices are competitive and their product range is
varied to improve customer loyalty and increase word-of-mouth recommendations. Additionally,
enhancing customer service and improving the store environment may also contribute to
increasing customer satisfaction and loyalty.

18. How likely are you to engage with Reliance on social media?
Table No.18 How likely are you to engage with Reliance on social media
Questions Option Responses

How likely are you to engage with Reliance? Very likely 56

on social media? Somewhat likely 21
Neutral 6
Somewhat unlikely 8
Very unlikely 9

62
 How likely are you to engage with Reliance on social media?

9% Very likely
8%
6% Somewhat likely
56%
21% Neutral
Somewhat unlikely
Very unlikely

Figure No.20 How likely are you to engage with Reliance on social media
The above Figure shows the responses of a survey question asking about the likelihood of
individuals engaging with Reliance on social media. Out of the total respondents, 56 individuals
responded that they are very likely to engage with Reliance on social media, 21 individuals
responded that they are somewhat likely, 6 individuals were neutral, 8 individuals were
somewhat unlikely, and 9 individuals responded that they are very unlikely to engage with
Reliance on social media. Overall, a majority of respondents indicated a positive inclination
towards engaging with Reliance on social media.

19. How satisfied are you with the current loyalty programs and rewards offered by
Reliance?
Table No.19 How satisfied are you with the current loyalty programs and rewards offered
by Reliance
Questions Option Responses

How satisfied are you with the current loyalty Very satisfied 45
programs and rewards offered by Reliance? Somewhat satisfied 29
Neutral 17
Somewhat dissatisfied 3
Very dissatisfied 6

63
 How satisfied are you with the current loyalty programs and rewards
offered by Reliance?

3% 6%
17% Very satisfied
45%
Somewhat satisfied
Neutral
29% Somewhat dissatisfied
Very dissatisfied

Figure No.21 How satisfied are you with the current loyalty programs and rewards offered
by Reliance
The Figure shows the responses of customers to a question about their satisfaction with the
current loyalty programs and rewards offered by Reliance. Out of the total respondents, 45
indicated that they are very satisfied with the loyalty programs and rewards, while 29 said they
are somewhat satisfied. 17 respondents were neutral about the loyalty programs and rewards
offered by Reliance. Only 3 respondents indicated that they are somewhat dissatisfied, while 6
respondents said they are very dissatisfied with the loyalty programs and rewards offered by
Reliance. Overall, the majority of respondents expressed satisfaction with the loyalty programs
and rewards offered by Reliance, with only a small percentage of dissatisfied customers.

64
 CHAPTER 5

FINDINGS AND CONCLUSION

46
5.1 Findings
One of the main findings regarding brand loyalty at Reliance is that customers are drawn to the
store's wide range of products. Reliance offers a diverse selection of items, ranging from
groceries and household essentials to clothing and electronics. This variety appeals to customers
who prefer to shop at one location for all of their needs, rather than having to visit multiple
stores. Additionally, the store's consistent pricing strategy is another factor that contributes to its
brand loyalty. Reliance's everyday low prices are attractive to customers who are looking to save
money, and the store frequently runs sales and promotions to entice customers further.

Another key finding regarding Reliance's brand loyalty is the importance of customer service.
The store's staff is trained to provide excellent customer service, and customers appreciate the
helpful and friendly attitude of the employees. The store also offers a variety of services, such as
home delivery and installation services, which make the shopping experience more convenient
for customers.

The brand image of Reliance is also a significant factor in its brand loyalty. The store is often
associated with being a one-stop-shop for all needs, and customers perceive it as a reliable and
trustworthy retailer. Additionally, Reliance's focus on providing quality products at affordable
prices has earned it a positive reputation among consumers.

Reliance in Hyderabad, 10 have an education level below intermediate, 23 have an under

graduate degree, and 67 have a master level degree. It is important to note that the Figure only
provides information on the education level of loyal customers and does not give any indication
of the total number of customers or the percentage of loyal customers among the total customer
base.

individuals from Hyderabad to a survey question about their occupation and brand loyalty
towards Reliance. Out of the total respondents, 21 were students, 11 were government
employees, 56 were private employees, and 12 were in other occupations. The Figure does not
provide any information on the brand loyalty of the respondents towards Reliance.

64
5.2 Conclusion
Brand loyalty is the tendency of a consumer to repeatedly purchase products or services from a
particular brand. It is a significant element in the success of any business, and it is especially true
for retail stores like Reliance, which rely on repeat customers to sustain their operations.
Reliance, one of the largest retail chains in India, has been successful in creating brand loyalty
among its customers over the years. In this essay, we will explore the various factors that
contribute to Reliance's brand loyalty.

The first and foremost reason for Reliance's brand loyalty is its customer-centric approach.
Reliance has always focused on providing a memorable shopping experience to its customers.
From the time a customer enters the store until they leave, they are pampered with a wide range
of products, attractive discounts, and personalized services. Reliance understands that customers
are the backbone of their business and goes out of its way to ensure that their needs are met. The
company's employees are trained to engage with customers, understand their requirements, and
offer customized solutions that suit their preferences.

Another significant factor that contributes to Reliance's brand loyalty is its product range. The
company offers a diverse range of products across multiple categories, from groceries to fashion,
electronics, and home appliances. Customers can find almost everything they need under one
roof. This not only saves them time but also provides them with a sense of convenience.
Reliance's product range is constantly updated to keep up with the latest trends and customer
preferences. This ensures that customers keep coming back to the store to explore new products.

65
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Annexure

Detailed Study of Brand Loyalty with reference to Reliance

1. Gender

a. Male
b. Female

2. Age

a. Below 25
b. 26-35
c. 36-45
d. Above 45

3. Education

a. Below Intermediate
b. Under Graduate
c. Master Level

4. Occupation

a. Student
b. Govt. Employee
c. Private Employee
d. Other

5. Income

a. Below 20,000
b. 20001-30000

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c. Above 30000

6. How often do you shop at Big Bazaar?

a. Daily
b. Weekly
c. Monthly
d. Occasionally
e. Rarely

7. How satisfied are you with the products and services offered by Big Bazaar

a. Extremely satisfied
b. Somewhat satisfied
c. Neutral
d. Somewhat dissatisfied
e. Extremely dissatisfied

8. How would you rate the product quality at Big Bazaar?

a. Poor
b. Fair
c. Average
d. Good
e. Excellent

9. How important is the price factor while making a purchase decision at Big Bazaar?

a. Not at all important

b. Slightly important
c. Moderately important
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d. Very important
e. Extremely important

10. How would you rate the store environment at Big Bazaar?

a. Poor
b. Fair
c. Average
d. Good
e. Excellent

11. How likely are you to recommend Big Bazaar to others?

a. Not at all likely

b. Slightly likely
c. Moderately likely
d. Very likely
e. Extremely likely

12. How often do you shop at Big Bazaar compared to other retail stores?

a. Always shop at Big Bazaar

b. Mostly shop at Big Bazaar
c. Sometimes shop at Big Bazaar
d. Rarely shop at Big Bazaar
e. Never shop at Big Bazaar

13. How likely are you to switch to a different retail store than Big Bazaar?

a. Very likely
b. Somewhat likely
72
c. Neutral
d. Somewhat unlikely
e. Very unlikely

14. Which of the following factors do you think Big Bazaar should improve upon to
enhance brand loyalty?

a. Product quality
b. Price
c. Store environment
d. Product design
e. Customer service

15. Would you be more likely to shop at Big Bazaar if they offered loyalty programs or
rewards for repeat customers?

a. Yes
b. No
c. Maybe

16. How important is it for you to feel valued as a customer at Big Bazaar?

a. Not at all important

b. Slightly important
c. Moderately important
d. Very important
e. Extremely important

17. Have you ever had a negative experience at Big Bazaar?

a. Yes
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b. No

18. What would make you more likely to recommend Big Bazaar to others?

a. Better prices
b. More product variety
c. Enhanced customer service
d. Better store environment
e. Other

19. How likely are you to engage with Big Bazaar on social media?

a. Very likely
b. Somewhat likely
c. Neutral
d. Somewhat unlikely
e. Very unlikely

20. How satisfied are you with the current loyalty programs and rewards offered by Big
Bazaar?

a. Very satisfied
b. Somewhat satisfied
c. Neutral
d. Somewhat dissatisfied
e. Very dissatisfied

74