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A study on customer loyalty program 2016

A Summer Internship Project Report

On

“A study on customer loyalty program of pantaloons at S.B.Road pune city”

Submitted in partial fulfilment of the requirement for the degree of

Post Graduate Diploma in Management – BIMHRD

By

VISHAL THAKUR

ROLL NO.-HRD1512463

(2014-2016)

A study conducted for

ADITYA BIRLA FASHION & RETAIL LTD

AT

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A study on customer loyalty program 2016

DECLARATION

I, hereby declare that this summer internship project on ‘‘a study on customer
loyalty program of pantaloons at S.B.Road’’ is the record of authentic work
carried out by me during academic year 2015-2017.

This is to declare that all my work indulged in the completion of this Project
Report is a profound and honest work of mine and it does not form a part of any
other work submitted to any other institution or university.

Date: 30/06/2016 Signature:

Place: Pune

Vishal Thakur

HRD1512463

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ACKNOWLEDGEMENT

As a part of curriculum at Sri Balaji Society, the “Summer Internship Program”


aims at overall development of the students by providing them an opportunity to
gain corporate exposure and space to apply their theoretical knowledge in
practice in a mutually beneficial manner. No summer internship can be
successful without the support of the people who keep themselves closely
involved with the student undergone the program.

I would like to extend my hearties Gratitude to all of them.


The wealth of knowledge and guidance shared and provided by these
professional is invaluable

First and foremost, I would like to thank Aditya Birla Fashion & Retail Ltd.
for giving me an opportunity to do my internship in their esteemed organization.
I express my sincere gratitude towards MR. SHOAIB SHAIKH(Department
Manager)

whose constant guidance was a major morale booster during my training.

This internship would not have been completed without the support of Dr. (Col)
A. Balasubramaniam, President of Sri Balaji Society. I would also like to
thank our Director Dr.G.Gopalakrishna for his guidance and unflinching
support throughout the phases of my Internship.

Last but not the least, my endless appreciation goes to my family who has stood
by my side and given me moral support whenever I was low and boosted my
will power.

Vishal Thakur

HRD1512463

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EXECUTIVE SUMMARY

This project report is carried on the topic “Customer Loyalty Program of pantaloons” where
in how frequently a loyal customers shop at pantaloons and how much they have awareness
about green card and what is perception and benefits or significance of green card. And is the
customer satisfies or not.

“Customer Loyalty Program” focuses more those customer who shop and those have green
card of pantaloons. I did a research using descriptive research design for analyzing and
studying impact of customer loyalty program of pantaloons. Target population is those have
payback green card of pantaloons, from different economical backgrounds was interviewed.
And here the sample size is 82 samples and it is limited to the pantaloons store, senapati
bapat road, pune. I used convenience sampling technique and data collected form of
structured questionnaire.

Through structured questionnaire. I find out most of the customer shop at pantaloons
occasionally, those customer have payback green card they aware of it, and customers were
agree on they shop at pantaloons because they have payback green card and they thought
customer loyalty program of pantaloons was beneficial for them and they satisfy.

From the above study, I give suggestion about customer loyalty program they should be
improved level of Instant discount, earn payback points at pantaloons and other services like
birthday discount. Employee should be properly trained and educate about payback green
card that will be helpful for customer as well as store also. And level of sale preview and use
of promotional techniques should be improved that will be helpful for increases customer
frequency of visit the store.

In this study it is clear that customer loyalty program can accelerate the frequency of
customer visit and various customers are attracted towards the services provided by customer
loyalty program that implies in to customer retention and increase the volume of purchase. It
plays a very important role in customer relationship management.

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INTRODUTION

1.1 INDUSTRY PROFILE

Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its
GDP. The Indian retail market is established to be US$ 500 billion and one of the top five
markets in the world by economic value. India is one of the fastest growing retail markets in
the world, with 1.2 billion people.

As of 2014, India’s retailing industry was essentially owner manned small shops. In 2010,
longer format convenience stores and supermarkets accounted for about 4 percent of the
industry, and these were present only in large urban centres. India’s retail and logistic
industry employs about 40 million Indian’s (3.3% of Indian population).

Until 2011, Indian central government denied foreign direct investment (FDI) in multi-brand
retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or
any retail outlets. Even single brand retail was limited to 51% ownership and bureaucratic
process.

In November 2011, India’s central government announced retail for both multi brand stores
and single brand stores. These market reforms paved the way for retail innovation and
competition with multi brand retails such as wall-mart, Carrefour and tesco, as well single
brand majors such as IKEA, Nike and apple. The announcement sparked intense activism,
both in opposition and in support of the reforms. In December 2011, under pressure from the
opposition and Indian government placed the retail reforms on hold till it reaches a
consensus.

In January 2012, India approved reforms for single-brand stores welcoming anyone in the
world to innovative in Indian retail market with 100% ownership, but imposed the
requirement that the single brand retailer source 30 percent of its goods from India. Indian
government continues the hold on retail reforms for multi-brand stores.

On September 2012, the government of India announced the opening of FDI in multi-brand
retail, subject to approvals by individual states. This decision was welcomed by economists
and markets, but caused protest and an upheaval in India’s central government’s political

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coalition structure. On 20 September 2012, the government of India formally notified the FDI
reforms for single and multi-brand retail, thereby making it effective under Indian law.

Food and beverage retail backed by huge potential and changing lifestyle, the food and
beverage retail market is growing at a robust 30-35 per cent year.

E-commerce or E-tailing the next big revolution with the advent of e-commerce in retail
industry, retail stores are facing stiff completion from e-stores.the rising demand for e-
shopping has lead to new debate cropping up in the world.

On 7 December 2012, the federal government of India allowed 51% FDI in multi-brand retail
in India.

India is the 5th largest market in the world. The country ranks fourth among the surveyed 30
countries in terms of global retail development. The market size of India retail industry is
about US$ 500 million (source: IBEF) and is expected to grow at the rate of 15-20% p.a. the
retail industry is expected to increase to US$ 750-850 bn by 2015 (according to a report by
Deloitte). Retailing has played a major role the world over in increasing productivity across a
wide range of consumer goods and services. In the developed countries, the organised retail
industry accounts for almost 80% of the total retail trade. In contrast, in India organised retail
trade accounts for merely 8-10% of the retail trade. This highlights a lot of scope for further
penetration of organised retail in India.

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PANTALOONS FASHION AND RETAIL LIMITED

Pantaloons, one of the fastest growing ,premium lifestyle apparel companies in India, is
constantly innovating designs, concepts and products by infusing the latest trends in fashion
and clothing styles.

Pantaloons is one of the fastest growing lifestyle apparel retail destination in India constantly
innovating designs, concepts and products by infusing the latest trends in fashion and
clothing styles. A chain of stores for every Indian, pantaloons has a repertoire of lifestyle
brand to cater to every consumer needs across multiple occasions. The warm and
personalized service offered by every store truly brings out the unique value proposition of
the format.

Pantaloons were launched amidst much fanfare in Gariahat, Kolkata in 1997. Over the years,
the brand has undergone several transitions therefore re-inventing itself to bring forth
compelling trends and styles for men, women and kids. It started as a discount format,
moving to a family concept store and finally evolved into a fashion destination with a sharp
focus on bringing the latest in fashion.

Pantaloons retails over 200 brands which comprise a mix of exclusive brands, licensed
brands, international brands and more in apparel as well as accessories leaving the consumer

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spoilt for choices. The greatest asset of pantaloons is our exclusive brands that keep
customers coming back to our stores. What sets these brands apart are that each of the
designs is crafted keeping the consumers fashion sensibilities and fashion needs in mind.

With a chain of 146 fashion stores across 49 cities and towns with 5300 valuable employees,
pantaloons are constantly extending its footprint into the rest of modern India. Its spans a
retail space of 1.7 million square feet which is amongst the largest in India.

Voted as India’s most trusted apparel retail brand in the prestigious brand equity survey 2014,
pantaloons continues to nurture trust and confidence.

Pantaloons is now an integral part of the prestigious Aditya Birla Group, a USD 40 billion
Indian multinational operating in 36 countries across the global with over 120000 employees.

All the stores are divided into four zones:

East zone

West zone

North zone

South zone

Each zone has their zone office, which takes care of the entire pantaloons store in the
respective zone.

Pune city has seven pantaloons stores currently:

1. Pune ICC Tech park

2. Phoenix market city

3. Season mall

4. Kumar specific mall

5. Baner

6. SGS mall

7.

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Pune ICC Tech Park:

Total area 66720sq.ft

Selling space 44200 sq. Ft

A pantaloon which was previously controlled by the future group has now been takes over by
Aditya Birla Nuvo Limited (ABNL). ABNL is a part of the prestigious Aditya Birla Group, a
$40 billion Indian multinational, operating in 36 countries across the global with over 136000
employees.

The Aditya Birla Group ranks high in the league of fortune 500 corporations of the world
with a strong mix of talented and capable personnel comprising 42 different nationalities,
who are credited with anchoring the organization and scripting one brilliant success story
after another.

With all these advancements, a pantaloon is one of the fastest growing apparel companies and
is poised to grow bigger and better.

The pantaloons green card, which is a unique loyalty program, has been designed exclusively
for pantaloons loyal customers to enhance customer experience. Presently offered to over 3.8
million members, the program entitles member to discounts, points and special privilege at all
pantaloons stores.

Customer will earn 1 payback point on every Rs.100 spent and sometimes its change
different offer to offer payback members will also get to enjoy exclusive privileges at each of
the pantaloons stores.

The card has 4 tires depending on the last 12 months of shopping. The four tires are 1 star,
3star, 5star and 7star. Shop and your card upgrades while privileges and discount increases
simultaneously.

The benefits covered under payback green card include discounts, 1 payback point earn per
Rs.100, earn payback points while shopping with others payback partners, redeem payback
points across brands, complimentary parking, complimentary home drop of altered apparel,
relaxed exchange policy, exclusive sale preview, exclusive billing counters.

Where you can earn points:

 National partner brands


 Big Bazaar
 Hindustan Petroleum
 ICICI Bank

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 Brand Factory
 Central
 Ezone
 Home Town
 Pantaloons
 Univer Cell
 Food Hall

Online partner brands:


 MakeMyTrip.com
 Bookmyshow.com
 Futurebazaar.com
 FernsnPetals
 Perfumetoorder.com
 Koovs.com
 babyoye.com

PANTALOONS GREEN CARD PROGRAM

Figure No. 4

(Source: www.pantaloons.com )

Benefits of having green card of pantaloons:-

 Enjoy exclusive birthday offers.


 Earn/redeem points at payback partners.
 Exclusive shopping days to get hold of latest merchandise.
 Regular updates on collections and promos via catalogues, sms and email.
 Special invites to the most happening events.
 Extended exchange periods and complimentary drops for alterations.
 Exclusive billing counters.

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The program has four tires- 1 star, 3 star, 5 star, and 7 star. Tire assignment depends on the
preceding 12 months shopping at pantaloons.

How to upgrade your pantaloons green card membership?

The preceding 12 months shopping is taken into account to upgrade. The table below
illustrates the same.

Table NO. 1

Amount shopped for in last Tier


12 months
0-7999 1 star
8000-19999 3 star
20000-39999 5 star
40000+ 7 star

(Source: www.pantaloons.com )

How to maintain your pantaloons green card tier?

From the day of tier assignment one need to maintain a minimum shopping account for the
next 12 months. This account varies from the tiers to tiers and is as follows.

Table No. 2

Amount shopped for in last Tiers


12 months.
8000-19999 3 star
20000-39999 5 star
40000+ 7 star

(Source: www.pantaloons.com )

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1.3 RESEARCH PROBLEM

Customer loyalty program at pantaloons are aimed of increasing customer loyalty and
retaining the customer. For any loyalty programme to be successful it is necessary to assess
the effectiveness of the programme periodically. On the basis of finding necessary
modification are possible in the programme.

This study is an attempt to access the effectiveness of customer loyalty programme of


pantaloons in senapati bapat road, pune.

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1.4 OBJECTIVES

1. To study the customer loyalty program and impact on repetitive customers.

2. To study the awareness of customer loyalty program.

3. To study the customer perception and benefits/significances of customer loyalty program.

4. To study the satisfaction level of customer towards customer loyalty program.

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1.5 LITRATURE REVIEW

Loyalty programs attempt to reward customers (and business) for sustaining such a
relationship by providing clear incentives for patronage. In fact, successful loyalty programs
can even accelerate the frequency of customer visits and volume of purchases, strengthening
the connection.

Sharp, Byron and Anne sharp. (1997). In their paper titled “Loyalty programs and their
impact on repeat purchase loyalty patterns”.they said currently popular marketing tools for
developing relationship, stimulating product usage, and retaining customers, loyalty programs
can take different forms, but one of the most common involves card-based programs that
enable clients to become members of the program and requires them to self-identify at every
purchase occasion.1

Boltan, Ruth N., P.K. Kannan and M.D Bramlett. (2000). In their titled “Implications of
loyalty program membership and services experiences for customer retention and value.”
They said although loyalty program have attention prominent positions, empirical evidence
about the managerial question of interest, that is the strength and direction of their effects on
customer behaviour, remain limited and contradictory. Loyalty program positively influence
company choice and in turn, transaction values and volumes, resistance to price sensitivity
and retention rates.2

Michael Lewis (2004). In his titled “The influence of loyalty programs and short-term
promotions on customer retention” they said despite the proliferation of loyalty programs in a
wide range of categories, there is little empirical research the focuses on the measurement of
such program. The key to measuring the influence of loyalty programs is that they operate as
dynamic incentive schemes by providing benefits based on cumulative purchasing over time.
As such, loyalty programs encourage consumers to shift from myopic or single period
decision making to dynamic or multiple period decisions making. In this study, the author
models customer response to loyalty program under the assumption that purchases represent
the sequential choices of customers who are solving a dynamic optimization problem.
Through simulation and policy experiments, it is possible to evaluate and compare the long-
term effects of the loyalty program and other marketing instruments on customer retention.3

Yuping Liu (2007). In his titled “The long-term impact of loyalty programs on consumer
purchase behaviour and loyalty”. He said despite the prevalent use of loyalty programs, there
is limited evidence on the long term effects of such programs, and their effectiveness is not
well established. Consumers whose initial patronage levels were low or moderate gradually
purchased more and become more loyal to the firm into other business areas.4

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Singh Roopa, Khan Imran Akhtar (2012). In their titled “An approach to increase customer
retention and loyalty in B2C world.” They said customers are always been important for the
business. With the high rate of competition in every market, it is critical to retain the
customer / loyal customers. The purpose of the paper is to highlight how short term actions
with bit compromise with the profit will turn into long term customer loyalty and hence long
term benefit. After analyze the importance of benefits, we will understand the approach of
how to increase customer retention and customer loyalty towards business.5

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CHAPTER NO.2

REASARCH METHODOLOGY

A research design is logical & systematic plan prepared for directing a research study. It is
the program that guides the investigator in the process of collecting, analyzing& interpreting
observations.

Here, descriptive research design is used for analyzing and studying impact of visual
merchandising on customer satisfaction. It is very simple & more specific than explanatory
study.

The descriptive study is a fact finding investigation with adequate interpretation. The
descriptive study aims at identifying the various characteristics of a problem under study. It
reveals potential relationships between variables and also setting the stage for further
investigation later.

2.1 Target population and Sample Size:

Target population is those have payback green card of pantaloons, Senapati Bapat Road,
Pune.

People from different economic backgrounds will be interviewed.

Here the sample size is 82 samples & it is limited to the pantaloons store, Senapati Bapat
Road, Pune.

2.2 Sampling technique and Data Collection method:

The convenience sampling technique will be adopted.

The data collected will be in the form of structured questionnaire.

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2.3 Data Sources:-

There was a need to gather primary as well as secondary data.

Primary Data:-

Primary data were collected on original information gathered for a specific purpose either
through questionnaire.

The present study has used survey method for collecting the primary data by directly with
questionnaire.

Secondary Data:-

Secondary data is collected from already existing sources in various organization broachers &
records.

Secondary data for the study were collected from the magazines, websites & other previous
studies.

2.4 Research Instrument:-

The research instrument was use structured questionnaire.

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CHAPTER NO.3

DATA PROCESSING, INTERPRETATION AND ANALYSIS

Table no. 3 Sex

Frequency Percent Cumulative


percent
Male 46 56.09 56.09

Female 36 43.90 100

Total 82 100

(Source: Field survey)

Interpretation: According to the survey conducted on 82 respondents, 46 respondents were


male and 36 female.

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Table no. 4 Age in years

Frequency Percent Cumulative


percent
Less than 20 13 15.85 15.85
21-30 64 78.04 93.89
31-40 04 4.87 98.76
More than 40 01 1.21 100
Total 82 100

(Source: Field survey)

Chart No. 1

Title: Age in Year


70 64
60

50
Axis Title

40

30

20 13
10 4
1
0
Less than 20 21-30 31-40 More than 40

(Source: Field survey)

Interpretation: According to survey conducted on 82 respondents, 64 people were between


the age of 21-30

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Table No. 5 Education

Frequency Percent Cumulative


percent
Illiterate 00 00 00
Primary 00 00 00
Secondary 03 3.65 3.65
Diploma 03 3.65 7.3
Higher Education 07 8.53 15.83

Graduation 46 56.09 71.92


Post Graduation 23 28.04 100
Total 82 100

(Source: Field Survey)

Chart No. 2

Title: Education
50 46
45
40
35
Axis Title

30 23
25
20
15
10 7
3 3
5 0 0
0

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 46 people were completed


graduation.

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Table No. 6 Occupation

Frequency Percent Cumulative


percent
Student 27 32.92 32.92
Employed 54 65.85 98.77
Unemployed 01 1.21 100
House works 00 00
Retired 00 00
Total 82 100

(Source: Field Survey)

Chart No. 3

Title: Occupation
60 54

50

40
Axis Title

30 27

20

10
1 0 0
0
Student Employed Unemployed House work Retired

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 54 people were


employed

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Table No. 7 Monthly Income

Frequency Percent Cumulative


percent
Less than 15 k 35 42.68 42.68

16-25k 18 21.95 64.63


26-35k 12 14.63 79.26
36-45k 08 9.75 89.02
More than 46k 09 10.97 100
Total 82 100

(Source: Field Survey)

Chart No. 4

Title: Monthly Income


40
35
35
30
25
Axis Title

20 18

15 12
8 9
10
5
0
Less than 15k 16-25k 26-35 36-46 More than 46k

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 35 people have their


monthly income is less than 15k.

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Table No. 8How frequently do you shop at pantaloons?

Frequency Percent Cumulative


percent
Daily 00 00 00
Weekly 09 10.97 10.97
Monthly 27 32.92 43.90
Occasionally 46 56.09 100
Total 82 100

(Source: Field Survey)

Chart No. 5

Title: How frequently do you shop at


pantaloons
50 46

40

27
Axis Title

30

20
9
10
0
0
Daily Weekly Monthly Occasionally

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 46 people shop


occasionally.

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Table No. 9 Do you aware about payback green card?

Frequency Percent Cumulative


percent
Yes 82 100 100
No 00 00
Total 82 100

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 82 people aware about


payback green card.

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Table No. 10 what is the first thing that strikes your mind about payback green card?

Frequency Percent Cumulative


percent
Instant discount 31 17.51 17.51
Earn payback 60 33.89 51.4
points at
pantaloons
Earn payback 20 11.29 62.69
points while
shopping at
other payback
partners
Redeem 21 11.86 74.58
payback point
across brands
Complimentary 10 5.64 80.22
parking
Complimentary 04 2.25 82.47
home drop of
altered apparel
Relaxed 11 6.21 88.68
exchange policy
Exclusive sale 13 7.34 96.03
preview
Exclusive bill 07 3.95 100
counter
Total 177 100

(Source: Field Survey)

Chart No. 6

Title: First thing that strickes your


mind about payback green card
70 60
60
50
Axis Title

40 31
30 20 21
20 10 11 13
4 7
10
0

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(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 60 people have first thing


strikes in their mind are Earn payback points at pantaloons.

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Table No. 13 I shop at pantaloons because it offers earn and redeem payback points across
brands

Frequency Percent Cumulative


percent
Strongly agree 16 19.51 19.51
Agree 60 73.17 92.68
Disagree 05 6.09 98.77
Strongly 01 1.21 100
disagree
Total 82 100

(Source: Field Survey)

Chart No. 9

Title: It offers Earn and Redeem


payback points across brands
70
60
60
50
Axis Title

40
30
20 16

10 5
1
0
Strongly Agree Agree Disagree Strongly Disagree

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 60 people are Agree on


they shop at pantaloons because it offers earn and redeem payback points across brands.

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Table No. 15 I shop at pantaloons because it offers relaxed exchange policy

Frequency Percent Cumulative


percent
Strongly agree 11 13.41 13.41
Agree 57 69.51 82.92
Disagree 10 12.19 95.12
Strongly 04 4.87 100
disagree
Total 82 100

(Source: Field Survey)

Chart No. 11

Title: It offers Relaxed exchange


policy
60 57

50

40
Axis Title

30

20
11 10
10 4
0
Strongly Agree Agree Disagree Strongly Disagree

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 57 people Agree on they


shop at pantaloons because it offers relaxed exchange policy.

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Table No. 16 I shop at pantaloons because it offers exclusive sale preview

Frequency Percent Cumulative


percent
Strongly agree 17 20.73 20.73
Agree 59 71.95 92.68
Disagree 05 6.09 98.77
Strongly 01 1.21 100
disagree
Total 82 100

(Source: Field Survey)

Chart No. 12

Title: It offers Exclusive sale preview


70
59
60

50
Axis Title

40

30

20 17

10 5
1
0
Strongly Agree Agree Disagree Strongly Disagree

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 59 people Agree on they


shop at pantaloons because it offers exclusive sale preview.

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Table No. 17 I shop at pantaloons because it offers birthday discount

Frequency Percent Cumulative


percent
Strongly agree 12 14.63 14.63
Agree 44 53.65 68.23
Disagree 19 23.17 91.46
Strongly 07 8.53 100
disagree
Total 82 100

(Source: Field Survey)

Chart No. 13

Title: It offers Birthday discount


50
44
45
40
35
30
Axis Title

25
19
20
15 12
10 7
5
0
Strongly Agree Agree Disagree Strongly Disagree

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 44 people Agree on they


shop at pantaloons because it offers birthday discount.

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Table No. 18 I shop at pantaloons because it offers additional offers on payback green card

Frequency Percent Cumulative


percent
Strongly agree 11 13.41 13.41
Agree 61 74.39 87.80
Disagree 08 9.75 97.56
Strongly 02 2.43 100
disagree
Total 82 100

(Source: Field Survey)

Chart No. 14

Title: It offers Additional offers


70
61
60

50
Axis Title

40

30

20
11
8
10
2
0
Strongly Agree Agree Disagree Strongly Disagree

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 61 people Agree on they


shop at pantaloons because it offers additional offers on payback green card.

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Table No. 19 I shop at pantaloons because I have payback green card

Frequency Percent Cumulative


percent
Strongly agree 32 39.02 39.02
Agree 48 58.53 97.56
Disagree 02 2.43 100
Strongly 00 00
disagree
Total 82 100

(Source: Field Survey)

Chart No. 15

Title: I have payback green card


60
48
50

40
32
Axis Title

30

20

10
2 0
0
Strongly Agree Agree Disagree Strongly Disagree

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 48 people Agree and 32


people are strongly agree on they shop at pantaloons because they have payback green card.

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Table No. 20 Which part of payback green card do you think needs the most improvement?

Frequency Percent Cumulative


percent
Instant discount 44 30.34 30.34
Earn payback 26 17.93 48.27
points t
pantaloons
Earn payback 15 10.34 58.61
points while
shopping at
other payback
partners
Redeem 13 8.96 67.57
payback point
across brands
Complimentary 11 7.58 75.15
parking
Complimentary 09 6.20 81.35
home drop of
altered apparel
Relaxed 04 2.75 84.1
exchange policy
Exclusive sale 13 8.96 93.06
preview
Exclusive bill 10 6.89 100
counter
Total 145 100

(Source: Field Survey)

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Chart No. 16

Title: Which part of payback green


card do you think needs the most
improvement
50 44
40
Axis Title

26
30
20 15 13 11 13
9 10
10 4
0

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 44 people thought Instant


Discount of payback green card needs the most improvement.

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A study on customer loyalty program 2016
Table No. 24 Relaxed exchange policy

Frequency Percent Cumulative


percent
Excellent 11 13.41 13.41
Very good 27 32.92 46.34
Good 32 39.02 85.36
Average 09 10.97 96.33
Poor 03 3.65 100
Total 82 100

(Source: Field Survey)

Chart No. 20

Title: Relaxed exchange policy


35 32
30 27
25
Axis Title

20

15
11
9
10

5 3

0
Excellent Very Good Good Average Poor

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 32 people were rate the


relaxed exchange policy is good.

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A study on customer loyalty program 2016
Table No. 25 Exclusive sale preview

Frequency Percent Cumulative


percent
Excellent 11 13.41 13.41
Very good 33 40.24 53.65
Good 32 39.02 92.68
Average 02 2.43 95.12
Poor 04 4.87 100
Total 82 100

(Source: Field Survey)

Chart No. 21

Title: Exclusive sale preview


35 33 32
30

25
Axis Title

20

15
11
10
4
5 2
0
Excellent Very Good Good Average Poor

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 33 people were rate the


exclusive sale preview is very good.

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A study on customer loyalty program 2016
Table No. 26 Birthday discount

Frequency Percent Cumulative


percent
Excellent 12 14.63 14.63
Very good 23 28.04 42.68
Good 28 34.14 76.82
Average 09 10.97 87.80
Poor 10 12.19 100
Total 82 100

(Source: Field Survey)

Chart No. 22

Title: Birthday discount


30 28

25 23

20
Axis Title

15 12
9 10
10

0
Excellent Very Good Good Average Poor

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 28 people were rate the


birthday discount is good.

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A study on customer loyalty program 2016
Table No. 27 Additional offers on payback green card

Frequency Percent Cumulative


percent
Excellent 09 10.97 10.97
Very good 29 35.36 46.34
Good 31 37.80 84.14
Average 10 12.19 96.33
Poor 03 3.65 100
Total 82 100

(Source: Field Survey)

Chart No. 23

Title: Additional offers on payback


green card
35 31
29
30
25
Axis Title

20
15
9 10
10
5 3

0
Excellent Very Good Good Average Poor

(Source: Field Survey)

Interpretation: According to survey conducted on 82 respondents, 31 people were rate the


additional offers on payback green card are good.

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A study on customer loyalty program 2016
CHAPTER NO.4

FINDINGS

1. Most of the customers are Graduate and their age is between the 21-30 year.

2. Most of the customers are employed and their monthly income is less than 15k.

3. Customers are shop at pantaloons occasionally and some of them monthly

4. Those customer have payback green card they aware of it.

5. Earn payback points at pantaloons is the first thing strikes in their mind about payback
green card.

6. Earn payback points service is mostly used by the customers of payback green card at
pantaloons.

7. Most of the people were agree on they shop at pantaloons because payback green card
services offer by pantaloons.

8. Customer thought instant discount part of payback green card services need to most
improvement.

9. Most of the customers are rate very good to complimentary parking and exclusive sale
preview.

10. Most of the customers are rate good to instant discount, earn and redeem payback points
across brands, relaxed exchange policy, birthday discount and additional offers on payback
green card.

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A study on customer loyalty program 2016
CHAPTER NO.05

SUGGESTIONS AND CONCLUSIONS

SUGGESTIONS

1. Level of earn payback points at pantaloons and should be improved.

2. Birthday discount service should be more improvement in there procedure.

3. Employee should be properly educated about payback green card that will be helpful for
customer as well as store also. (Refer Field Survey)

4. Level of sale preview and use of promotional techniques should be improved that will be
helpful for increases customers frequency of visit the store. (Refer table no. 20 and Field
Survey)

5. Relationship management with the customer should be frequent

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A study on customer loyalty program 2016
CONCLUSION

Loyalty programs in retail now a day’s play a very important role. This directly helps to be in
a sustainable position in current retail competition. In this study it is clear that customer
loyalty program can accelerate the frequency of customer visits and various customer are
attracted towards the services provided by customer loyalty program that implies in to
customer retention and increase the volume of purchase. It plays a very important role in
customer relationship management.

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A study on customer loyalty program 2016
06. BIBLOGRAPHY

Text Book::

1. 3rd Edition Mc Graw Hill, Retailing management , Swapna Pradhan

2. Research Methodology, Methods and Techniques (Second revised edition) C.R. Kothari
New Age International Publishers

3. Pantaloons files and registers.

Website:

1. www.pantaloons.com

2. https://www.payback.in/pb/redeemPartneroutlet?execution=e2s1

Research paper:

1. Sharp, Byron and Anne sharp. (1997). In their paper titled “Loyalty programs and their
impact on repeat purchase loyalty patterns”. International journal of research in
marketing.p14, 473-8

2. Boltan, Ruth N., P.K. Kannan and M.D Bramlett. (2000). In their paper titled
“Implications of loyalty program membership and services experiences for customer
retention and value.” Journal of the Academy of Marketing Science 28 (1): 95-108.

3. Michael lewis (august 2004). In their titled “The influence of loyalty programs and short-
term promotions on customer retention” Journal of marketing research vol. XLI (August
2004), 281-292

4. Yuping Liu (October 2007). In his titled “The long-term impact of loyalty programs on
consumer purchase behaviour and loyalty”. Journal of marketing Vol. 71

5. singh roopa, khan imran akhtar (june 2012). In their titled “An approach to increase
customer retention and loyalty in B2C world”. International journal of scientific and research
publication, volume 2. Issue 6 1ISSN 2250-3153

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A study on customer loyalty program 2016
07. ANNEXURE

Questionnaire

NAME:

SEX: Male Female

AGE IN YEARS: Less than 20 21-30 31-40 more than 40

EDUCATION: Illiterate Primary Secondary Diploma

Higher Education Graduation Post Graduation

OCCUPATION: Student Employed Unemployed House works

Retired

MONTHLY INCOME: Less than 15k 16-25 k 26-35k 36-45k

More than 46k

1. How frequently do you shop at pantaloons?

Daily Weekly Monthly Occasionally

2. Do you aware about payback Green card?

Yes No

3. What is the first thing that strikes your mind about payback Green card of pantaloons?

Instant discount Earn payback points at pantaloons

Earn payback points while shopping at other payback partners

Redeem payback point cross brands Complimentary parking

Complimentary home drop of altered apparel Relaxed exchange police

Exclusive sale preview Exclusive billing counters

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A study on customer loyalty program 2016
4. Which are the payback Green Card services of pantaloons you use mostly?

Instant discount Earn payback points at pantaloons

Earn payback points while shopping at other payback partners

Redeem payback point cross brands Complimentary parking

Complimentary home drop of altered apparel Relaxed exchange police

Exclusive sale preview Exclusive billing counters

5. Express your agreement or disagreement toward following statements.

Sr. Particulars Strongly Agree Disagree Strongly


No I shop at pantaloons agree disagree
because
I It offers Instant discount

II It offers Earn and redeem


payback points across
brands
III It offers Complimentary
parking
IV It offers Relaxed
exchange police
V It offers Exclusive sale
preview
VI It offers Birthday
discount
VII It offers Additional offers
on green card
VII I have payback Green
I card

6. Which part of payback Green Card do you think needs the most improvement?

Instant discount Earn payback points at pantaloons

Earn payback points while shopping at other payback partners

Redeem payback point cross brands Complimentary parking

Complimentary home drop of altered apparel Relaxed exchange police

Exclusive sale preview Exclusive billing counters

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A study on customer loyalty program 2016

7. Rate the payback Green card of pantaloons?

Sr. No Particulars Excellent Very good Good Average Poor

I Instant
discount
II Earn and
redeem
payback points
across brands
III Complimentary
parking
IV Relaxed
exchange
police
V Exclusive sale
preview
VI Birthday
discount
VII Additional
offers on green
card

8. Any suggestion would you like to give about payback Green Card of pantaloons?

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A study on customer loyalty program 2016

CONCLUSION

Loyalty programs in retail now a day’s play a very important role. This directly helps to be in
a sustainable position in current retail competition. In this study it is clear that customer
loyalty program can accelerate the frequency of customer visits and various customer are
attracted towards the services provided by customer loyalty program that implies in to
customer retention and increase the volume of purchase. It plays a very important role in
customer relationship management.

47 | P a g e