CRM Project
CRM Project
CRM Project
A Project Report Submitted in Partial Fulfilment for the Award of the Degree of
Submitted By
Prof. P. VISHWANADHAM
M.Com, M.B.A, Ph.D.
CERTIFICATE
(Project Guide)
During the period she had done a report with the title of “CUSTOMER
RELATIONSHIP MANAGEMENT AND CUSTOMER SATISFACTION”
under the guidance of Mr. RAMESH, Store Manager.
While during the project, we found her enthusiastic, diligent and creative.
For Pantaloons
RAMESH
(STORE MANAGER)
DECLARATION
ANDHRA UNIVERSITY. I further declare that the dissertation or any part of it has
not been submitted anywhere for any degree or diploma.
All care has been taken to keep this report error free and I sincerely
regret for any unintended discrepancies that might have crept into this report.
Date
ACKNOWLEDGEMENTS
Last but not the least I’ll mention my family and friends who have
always been a source of motivation and support for me.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION 6
REFERENCES -----------------------------------------------------------------------------------------------46
ANNEXURE ---------------------------------------------------------------------------------------------------- 47
CHAPTER-1
INTRODUCTION
CHAPTER-1
INTRODUCTION
CRM system provides a well defined platform for all business units to interact with their clients
and fulfill all their needs and demands very effectively and to build long-term relationship.
1 . 2 I M P O RTA N C E O F C U S TO M E R R E L AT I O N S H I P
M A N A G E M E N T:
Customer Relationship management is the strongest and the most efficient approach in
maintaining and creating relationships with customers. Customer relationship management is not
only pure business but also ideate strong personal bonding within people. Development of this
type of bonding drives the business to new levels of success.
Once this personal and emotional linkage is built, it is very easy for any organization to identify
the actual needs of customer and help them to serve them in a better way. It is a belief that more
the sophisticated strategies involved in implementing the customer relationship management, the
more strong and fruitful is the business. Most of the organizations have dedicated world class
tools for maintaining CRM systems into their workplace. Some of the efficient tools used in most
of the renowned organization are BatchBook, Salesforce, Buzzstream, Sugar CRM etc.
Looking at some broader perspectives given as below we can easily determine why a CRM
System is always important for an organization.
1. A CRM system consists of a historical view and analysis of all the acquired or to be
acquired customers. This helps in reduced searching and correlating customers and to
foresee customer needs effectively and increase business.
2. CRM contains each and every bit of details of a customer, hence it is very easy for track a
customer accordingly and can be used to determine which customer can be profitable and
which not.
3. In CRM system, customers are grouped according to different aspects according to the
type of business they do or according to physical location and are allocated to different
customer managers often called as account managers. This helps in focusing and
concentrating on each and every customer separately.
4. A CRM system is not only used to deal with the existing customers but is also useful in
acquiring new customers. The process first starts with identifying a customer and
maintaining all the corresponding details into the CRM system which is also called an
‘Opportunity of Business’. The Sales and Field representatives then try getting business
out of these customers by sophistically following up with them and converting them into
a winning deal. All this is very easily and efficiently done by an integrated CRM system.
5. The strongest aspect of Customer Relationship Management is that it is very cost-
effective. The advantage of decently implemented CRM system is that there is very less
need of paper and manual work which requires lesser staff to manage and lesser resources
to deal with. The technologies used in implementing a CRM system are also very cheap
and smooth as compared to the traditional way of business.
6. All the details in CRM system is kept centralized which is available anytime on
fingertips. This reduces the process time and increases productivity.
7. Efficiently dealing with all the customers and providing them what they actually need
increases the customer satisfaction. This increases the chance of getting more business
which ultimately enhances turnover and profit.
8. If the customer is satisfied they will always be loyal to you and will remain in business
forever resulting in increasing customer base and ultimately enhancing net growth of
business.
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CRM leverages and amplifies customer base of an organization through efficacious and efficient
marketing. In fact CRM has brought up new dimensions in the field of marketing by significantly
improving marketing functioning and execution. Intuitive CRM associated marketing strategies
like direct marketing, web marketing, e-mail marketing etc. have been matured during the recent
past. These marketing strategies are more promising as compared to the traditional ways on
marketing as they help delivering higher-up performance and walloping business. They also help
meliorating response rates in marketing campaigns, cut cost on promotions due to low asset
values and provide higher scrutiny on organizational investments.
1. Web Marketing- With the growing popularity of web, customers are tending towards
web marketing or web shopping. This helps both customers and suppliers to transact in a
real time environment irrespective of their locations. Some of the major advantages of
Web Marketing are listed below:
It is relatively very inexpensive as it reduces the cost for physically reaching to
the target customers for interaction.
Suppliers can reach to more number of customers in lesser amount of time.
The online marketing campaigns can be easily tracked, traced, calculated and
tested.
The selection process of any product or brand is simplified due to proven online
research and analysis techniques.
Online marketing campaigns are more promotional as compared to manual
campaigns.
2. Email Marketing- Email marketing has turned out to be more efficacious and
inexpensive as compared to mail or phone based marketing strategies. Email marketing is
direct marketing which is data driven and leads to more accurate customer response and
effective fulfillment of customer needs. More attractive features include newsletters,
sending of eCoupons, eCards, provision of saving events into calendars etc.
3. Analyzing customers buying behavior online- A CRM system provides a platform to
analyze the customers buying behavior online. This interactive strategy provides great
accuracy with high speed which includes profiling services furnishing elaborated bits of
information regarding customers purchasing habits or behavior. Individualized analysis of
this behavior also helps to identify to which product or brand the customers are more
tended. For example an online selling website www.xyz.com can analyze the customers
buying behavior by installing an in-house service with the help of a full-fledged CRM
that checks what all products are being purchased by a particular customer and under
which specific group they fall. This is achieved by personalized analyzing the buying
history of customers in the past which predicts the future business with those customers
also. This accomplishes to build a long-term relationship with customers by properly
canvassing customer needs and resulting in customer satisfaction. Analyzing this
particular buying behavior of customers online also helps to fix or change of marketing
techniques or strategies to mould the system according to the future perspectives.
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4. Forecasting future marketing strategies- Down the line marketing strategies keeps on
changing according to the emotional behavioral change of customers. CRM market
forecasting techniques help to understand this change through regression and statistical
analysis of customer behavior online. These are some complex but more accurate analysis
techniques provided by CRM system which are proved to be one of best marketing
strategies. This innovative approach is carried out with greater risks but is believed to
outturn astonishing rewards.
5. Building business impact models- It is important for an organization to have check on
marketing performance regularly so that the techniques never deteriorate and always
match to yield greater results. These CRM oriented models help in delivering accurate
measurement of marketing performance throughout the organization and to do better
every time.
These synergistic marketing strategies make a part of CRM system to develop high-end
marketing business. Hence it is very important for an organization to incorporate them by
carefully anticipating change, testing their performance and assembling the best possible
combination of these strategies to meet the needs of the customers and maximize its marketing
growth.
Objective of the study of customer services as a part of customer experience is to put things in
mind as to how customer service affects the whole shopping experience of the customers and
what all is needed on the part of retailer to make that experience a remembering one for every
individual customer.
I have got an idea that before setting up any services it is very much essential to know certain
things and these are as follows:
Objective of the Retail store Marketing was to make customers aware about the Sale
offers during Denim Exchange and EOSS i.e. End Of Season Sale provided by
Pantaloon and also to achieve the Green Card target of Customer loyalty
Program during EOSS.
To provide extra privileges to Pantaloons Payback Green Card customers - keeping inmind that
they get extra privileges not only inside the store of Pantaloons, but alsooutside the store and to
make the Pantaloon Customer Loyalty Program more powerfulby doing tie-ups with Restaurants,
Health-Clubs, Saloons, Pubs, colleges, Laundries,Tattoos Makers.
To make Payback Green Card Members realize that they are Special customers for
thecompany.
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To Migrate the Green card into Payback Green Card according to discount level.
iii. Data Collection: Data is the information which will be collected from various sources.
Data Collection Mode: Two methods were used to collect the relevant data, they are:
1. Primary Data- Primary data is the data which is collected first hand specially for the
purpose of study. It is collected for addressing the problem at hand. Thus, primary data is
original data collected by researcher first hand.
2. Secondary Data- Secondary data is the data that have been already collected by and readily
available from other sources. Such data are cheaper and more quickly obtainable than the
primary data and also may be available when primary data cannot be obtained at all.
News papers
Magazines
Journals
Internet sites
Books
The method used for study is observational and questionnaire for the study.
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Questionnaires:
Questionnaires are a good way to obtain information from a large number of people and/or
people who may not have the time to attend an interview or take part in experiments. They
enable people to take their time, think about it and come back to the questionnaire later.
Participants can state their views or feelings privately without worrying about the possible
reaction of the researcher. Questionnaires typically contain multiple choice questions, attitude
scales, closed questions and open-ended questions.
Sampling Plan Target Population: Individuals between the age group of 18 to 75 years, chosen
as the target population.
Sampling Procedure: The sampling procedure used is simple random sampling. Simple random
sampling means each sample in the population has equal chance to be picked up for the study.
Sample Size: A sample of 100 customers is taken in order to carry the study.
Sample Elements: The sample elements will consist of people who visit and shop from
Pantaloons.
iv. Analysis and interpretation
The data collected must be properly analysed to evaluate and enhance the data quality. The
analysis is done to identify the actual meaning of data which helps in proper interpretation of
data.
v. Documentation
After the analysis and interpretation of the data, the information is documented in the form of
study report, which gives elaborate report on the organization study.
The Time limit was less to study and to analyze the topic perfectly
The study is based on a questionnaire method by including 100 people.
The study has been conducted within the boundaries of particular branch of Pantaloons.
The study has not been related to any other retail stores.
Respondents were not eager to respond to questions.
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CHAPTER-2
COMPANY PROFILE
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CHAPTER-2
COMPANY PROFILE
A US $40 billion corporation, the Aditya Birla Group is in the League of Fortune
500. It is anchored by an extraordinary force of over 136,000 employees belonging to 42
different nationalities. The Group has been ranked Number 4 in the global 'Top Companies for
Leaders' survey and ranked Number 1 in Asia Pacific for 2011.The Group has topped the
Nielsen's Corporate Image Monitor 2012-13 and emerged as the Number 1 corporate, the 'Best in
Class' 50 per cent of the Aditya Birla Group's revenues flow from its overseas operations.
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viscose staple fiber, the group also owns acrylic fiber businesses in Egypt and Thailand, viscose
filament yarn businesses and spinning mills in India and South East Asia. The group has pulp
and plantation interests in Canada and Laos. Its two companies i.e. Aditya Birla Nuvo Ltd. and
Grasim Bhiwani Textiles Ltd. which is a subsidiary of Grasim Industries are in textile business.
VISION:
MISSION:
To deliver superior value to our customers, shareholders, employees and society at large.
VALUES:
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Pantaloons voted as 'India's Most Trusted Apparel Retail Brand' (Brand Equity
Survey 2014-15), Pantaloons, a division of ABFRL, is one of the most loved large format fashion
retailers in India. Post-acquisition by Aditya Birla Nuvo Limited in 2013, Pantaloons is today the
fastest growing large format retailer in the country.
The rate of new store openings has increased from one every two months to one
every two weeks. The brand is now present in 78 Indian cities/towns. Pantaloons offer a wide
range of brand offerings across apparel and non-apparel categories and across varied price
points. It operates across categories of casual wear, ethnic wear, formal wear, party wear and
active wear for men, women and kids. Women wear is the lead category contributing to half of
total apparel sales. Non-apparel products include footwear, handbags, cosmetics, perfumes,
fashion jewellery and watches.
Pantaloons began in 1997 as a Future Group company in the quest to equip the
emerging Indian middle-class with an indigenous fashion retail format. Consistent with the
times, the model was of a discount fashion retailer.
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Industry Retail
Founded 1997
Website http://pantaloons.com/
Pantaloons group represented all departments as a word called “WORLD”, the Pantaloons WORLD
consists of:
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Kids Wear
Men’s wear
Non-Apparels
Here Brands are categorized on the basis of Age, ethnic wear, western wear,
sportswear, office wear, party wear etc.
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21
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COMPANY HIERARCHY:
STORE HIERARCHY:
Store
Manager
Support
Operations
Function
CustomerVisual
Operation Department Marketing HR
Commercial Service Merchan
ExecutiveManager Manager Manager Desk ndiser
nndis
Manager nser
Assistant
Administara
Department Cashier Information
tion
Manager
Team Maintenanc
Security
Leader e
Floor House
Assistant Keeping
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SWOT ANALYSIS:
Strength:
Pantaloons have wider range of products with better quality and price.
Creativity in design and always known for fresh fashion.
Pantaloon has ability to supply according to the demand of customers.
Pantaloon is very friendly to their business clients even small business clients.
It has ability to understand the needs of buyers.
Good communication and cooperation among staff members.
Entertainment programs run in the store to motivate the employees.
Weakness:
Competitors have widest range of the product.
Long exchange process, which waste the time of customers.
Lack of work force
Communication Gap between employee and customers.
Customers are not satisfied by the schemes running in the store.
Store is not for the low middle class customers because of high range of prices.
There is no incentive program for employees, which can motivate them to work hard.
Opportunities:
More consumers’ preference for retail shopping, because of better quality and prices
Pantaloons provide better services to their Green card members.
More investments in machineries, men and in management to improve quality standards.
Expansions in the product range and value addition.
Threats:
Pantaloon is facing strong competition from Shoppers’ Stop and Life Style.
Pricing pressure.
More variety of products range offered by competitor.
The Organized retail industry in India did not evolve till the early 1990s.
Until then, the industry was dominated by the un-organized sector. It was a seller market, with a
limited number of brands, and little choice available to customers. Lack of trained manpower, tax
laws and government regulations all discouraged the growth of organized retailing in India
during that period. Lack of consumer awareness and restrictions over entry of foreign players
into the sector also contributed to the delay in the growth of organized retailing. This allowed the
un-organized sector to rule the Indian retailing industry. It was during this time that the
foundation of PRIL was laid by Biyani.
The history of PRIL can be traced to the mid -1980s, when Biyani, a
commerce graduate quit his family business of trading textiles and yarn to start manufacturing
apparels. In 1987, PRIL was incorporated as Manz Wear Pvt Ltd and manufactured readymade
trousers under the „Pantaloons‟ brand. On September 20, 1991, Manz Wear Pvt Ltd, went public
and in 1992, the Name was changed to Pantaloons Fashions (India) Limited (PFIL). At that time,
the company was distributing its garments across India through multi-brand garments stores.
Time Line:
In 1992:
The company inaugurated its first exclusive men’s store called Pantaloons Shoppe and by 1995,
the number of stores had grown to 70, with most of them being franchisee outlets .Biyani felt
that the best way to realize the potential of the retail sector was to launch departmental stores
owned and managed by the company.
In August 1997:
The first departmental store called Pantaloons was opened in the city of Kolkata with an
investment of Rs 0.7 million. Later the investment in this store was raised to Rs 50 million and
Rs 0.4 million was spent on advertising it, an unheard sum for a retailer to spend on advertising
at that time. The store was a success and recorded revenues of Rs 100 million within the first
year of operations. It was the first retail store in India that marketed apparel for the entire family,
unlike other stores, which catered to a single market segment such as men, women, or kids. In
1999, the company’s name was changed to Pantaloons Retail (India) Limited (PRIL).
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In 2000:
The company share transfer committee, have allotted 10, 00,000 No. of equity shares of Rs. 10/-
each at a premium of Rs. 33/- per share on private Placement basis to ICICI Ltd. A/c. Structured
Products Fund. The total paid up capital of the company is 1, 25, 19,413 No. of equity shares of
Rs. 10/- each, ICICI Ltd. A/c Structured Products Fund will be holding 7.99% of the enhanced
share capital. Pantaloons Retail (India) Ltd. has launched stain free with Scotchgard, a new range
of formal shirts and trousers.
In 2002:
Pantaloons Retail India Ltd has informed that the Board of Directors of the company has allotted
40 lac equity shares to the promoters and their associates on preferential basis at a price of
Rs.31.50 per share. Promoters sell 584098 shares Pantaloons has launched a range of the movie-
specific merchandise such as notebooks, folders, pens, mouse pads etc. Incidence of fire
occurred at one of ATM centre in Maheshwari Plaza Mall/Big Bazaar at Abids, Hyderabad.
Preferential Issue of 8, 65,000 Equity shares of Rs.10 each at a premium of Rs.40 per share to
Promoters & Associates.
In 2003:
Allotment of 8,65,000 equity shares to the promoters and their associates on preferential basis at
a price of Rs.50/- per shares as approved by the members of the company at their meeting held
on December 20, 2002.
In 2004:
Pantaloons Retail (I) Ltd. enters into Strategic alliance with Arvind Brands Ltd. Pantaloons
Retail calls off strategic alliance with Arcus Ltd. Appoints Mr. Ved Prakash Arya as Chief
Operating Officer. Mr. Arya will take charge of the retail operations of the company. Ties up
Arvind Brands Ltd for Ruf&Tuf brand at its Big Bazaar outlets across the country. Pantaloons
Retail (India) Ltd has signed a memorandum of understanding (MoU) with K.J.
In 2005:
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The Pantaloons has made an offer under Regulation 10 of the SEBI Regulations to the Public
shareholders of Galaxy Entertainment Corporation Ltd to acquire up to 2,542,400 fully paid
equity shares of Rs 10/- each, representing in the aggregate 20% of the post issue voting capital
at a price of Rs 51/- per share payable in cash subject to the terms & conditions mentioned.
In 2006:
IN 2007:
Pantaloons Retail India Ltd has entered into a 50:50 joint venture (JV) with Axiom Telecom
LLC, UAE, to do sourcing and wholesale distribution of mobile handsets, accessories and setting
up service centres and Authorised after Sales Service Centres for mobile handsets in India.
In 2008:
Pantaloons Retail (India) Ltd. has appointment Mr. Deepak Tanna as Deputy Company Secretary
and he shall be Compliance Officer with immediate effect. Pantaloons Retail has inked a 50-50
joint venture pact with French apparel firm Celio to add to its garment retailing in India. The
Company has issued Bonus Shares in the Ratio of 1:10.
In 2012:
Pantaloons Fashion & Retail Ltd. which was previously controlled by the Future Group has now
been taken 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 globe
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CHAPTER-3
THEORETICAL FRAMEWORK OF
VISUAL MERCHANDISING AND
MARKETING STRATEGY
CHAPTER-3
THEORETICAL FRAMEWORK OF VISUAL MERCHANDISING AND
MARKETING STRATEGY
The sole objective of every business concern in ancient period was making
profit but now it takes deviation with maximization in terms of profit, value and wealth. The
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business, trading or the marketing is not confined with only buying and selling of goods and
services it is more than that. So in the modern marketing era the functionalism of marketing has
wider scope, means buying and selling of goods and services by creating value. On this context
the scenario of ancient consumerism was shifted with dynamic changes as customer
satisfaction,customer delightedness, and customer oriented business culture and dedicated
approach towards retaining customer helps to gain competitive advantage there by the company
will grab the market share ,marketability, and product positioning etc. So on this context the
present study addresses the conceptual framework about customer relationship management.
The term CRM acronym as customer relationship management which consists of three words
such as customer, relationship, and management? The first component is the
customer or a potential buyer; the second one the relationship means the connection or
association between customer and firm, and finally, the management which is concerned about
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identifying, creating, attracting, developing and retaining the customers. So the customer
relationship management means an integrated strategic decision process which is concerned
about identifying the target customers, developing strategies for attracting the customers, and
retaining the existing customers by creating and delivering value to the customers with long term
relationship.
Types of customer relationship management
Analytical CRM: The name itself says that it is the process which concerned about identifying
target customers, collecting feedback from them, and analysing the customer information
thereby creating and delivering value to the customers.
Strategic CRM: The branch of customer relationship management which is concerned about the
strategic focus on customers. It is contingency approach with customer-centric
business strategy supported by all departments in the organization while determining the
strategies.
Operational CRM: It is a modernised business process with the support of information and
communication technology. It includes sales automation, marketing automation, and service
automation.
Collaborative CRM: It involves the strategic aspects which enable to share the customer
information within organization network thereby focused on targeted customers, sometimes it
can also be called as strategic customer relationship management.
Customer satisfaction: The modern marketers’ key ambitious task is to attract the customers by
using strategic sales promotion techniques; customer satisfaction means a positive
feeling by potential buyers towards any product or service. It is an act of gratifying the desire or
need or expectations of the final user.
Customer loyalty: The key objective of customer relationship management in every organization
is creating loyalty. It means the fidelity of the activities by the sellers in the consumer
mind through customer loyalty programmes there by motivating the customers for a repeat
purchase.
Relationship marketing: The Marketing functionalism aims’ at identifying creating developing
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Mobile CRM: The term mCRM acronym as mobile customer relationship management which
enables the marketers to provide services such as identifying, creating, building and maintaining
customer relationship by using wireless networks.
Virtual CRM: The term vCRM acronym as virtual customer relationship management refers to
the process virtual communication of marketing product or service by using digital channels.
Social CRM: The term social customer relationship management is relationship marketing
technique by using social media as a technique which enables the business firm to create,
develop and build a relationship with its customers.
Automation: The operational CRM consists of three different automations, such as sales
automation help automate sales function, market automation helps to find tract to approach the
customers and service automation which deals with retention of existing customers.
Customer relationship management (CRM) is a term used to describe all activities, strategies,
and tools used by a company to manage the way it interacts with its customer base. The right
CRM strategy can help you build solid relationships with your customers and increase customer
loyalty and retention. However, for it to work, your strategy must align with your sales
and marketing plan and your customer service department. It also needs to take into account
the four core areas of CRM: technology, strategy, processes, and people.
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The aim of CRM is to improve customer relationships, increase loyalty and retention, and drive
sales. However, for it to succeed, your CRM strategy needs to take into account the following
key elements:
Technology: applications and infrastructure. When people talk about CRM, they are
usually referring to a CRM system, used to manage digital interactions with current and
potential customers. Data is collected from the entire customer lifecycle, including
marketing and sales platforms, digital commerce, and customer service interactions.
Strategy: business goals and objectives. Your CRM strategy should be based on clear
goals and objectives. It should also align with your company’s positioning, culture, vision
and values.
Processes: procedures and business rules. For a CRM strategy to work, all internal and
external processes should be customer centric. Do they provide the best possible
customer experience? Do customers trust what you do with their data?
People: organizational structure, skills and incentives. People form the core of any CRM
strategy. Are employees focused on customer engagement? Are departments cross-
functional? Is there a top-down commitment from the entire staff? Are bonuses connected
to customer satisfaction goals?
CRM is so much more than technology. Think of it as a business philosophy based on listening
to customer needs and behaviors and using that information to build stronger relationships and
generate more leads. It should form the foundation of your business strategy.
A good CRM system takes into account all touchpoints in the customer lifecycle. This might
include phone calls, messages through social media, website interactions, and emails. It gathers
data when a client Tweets about your company, files a complaint, submits a review or raises an
issue. By analyzing this data, you can build a picture of who your target customer is, how they
typically behave, what they want and expect from your business, and how you can win them
over.
A CRM system can also help you organize, streamline and automate your processes so that you
collect the right data and have the right information at your fingertips whenever you need it.
For a company to succeed in business, it needs to understand its customers. The data you collect
through your CRM solution can help you understand what makes your customers tick, and how
you can keep them happy. You can then use this information to communicate in a way that
addresses their needs and wants. This will create an increased sense of trust and loyalty and help
to cement a long-lasting relationship with all of your customers.
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Customer relationship management data can be used to optimize marketing campaigns using a
data-driven approach. This can help you better understand your sales pipelines and provide you
with a clear vision of all leads and opportunities so that you know which are worth investing
your time and attention in.
Implementing a CRM system can provide your company with a great number of benefits.
Customer relationship management can help you get to know your customer base and build
better relationships. A CRM tool can be used to manage and analyze your customer data more
effectively and automate and optimize your customer relationship management processes. It also
makes it easier for your employees to identify sales opportunities and manage marketing
campaigns, driving the bottom line of your business.
Access to more comprehensive analytics will help you understand market trends and customer
wants and needs. Customer relationship management data can help you gain valuable insight into
your typical customer so that you can build a better customer experience for them. When a
customer sees that you care about the experience they have with your company, it helps build a
sense of trust and loyalty.
CRM data doesn’t just stop there. The better the relationship you have with a customer, the more
likely they are to have a positive experience with you and return. What’s more, a CRM solution
centralizes all your customer data so you can access what you need at the drop of a hat. This
makes it far easier for your customer service reps to address any issues that crop up so that all
your customers walk away with smiles on their faces.
Of course, the bottom line is that happy customers mean increased retention, loyalty and profit.
The better the experience a customer has with you - whether it’s their first visit or they are a
long-time customer - the more likely they are to come back. You are only as good as your last
transaction with someone, so you need to keep your customers satisfied to keep them coming
back. This is what customer relationship management is all about. A good CRM system can also
help you keep in touch with past customers and incentivize them to visit you again. After all, it is
far cheaper, in the long run, to keep a customer than it is to find a new one.
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Your CRM, when proper techniques are used, can massively benefit your marketing strategy too.
Here’s how –
Some research has shown that a good CRM strategy can help your customer retention and retain
up to 30% of past customers. By keeping your customer’s data online and analyzing it, marketers
are able to retain their customers by learning about them and using the information to form
personal and bespoke relationships with each and every customer and demographic.
It’s becoming more common for companies to send out emails to their past customers which are
very personal and written to the point where it is difficult to tell that it is a mass email. This can
be achieved by using CRM fields within your contact forms which lets you, the content creator,
write a generic email that is sent to your email list. The fields are then filled in with personal
customer information.
Examples of these contact fields include name, city, the last product the customer purchased,
whether they used a discount code… you get the picture.
It is possible for you to create custom alerts and triggers within your CRM software. These
enable you to create alerts whenever an action or event happens so that it can be acted upon
accordingly. If, for example, you want to know when somebody subscribes to your email
newsletter so you can call them up further down the line, you can create an automated alert
which does this and then notifies a member of your team who deals with customer service or
relationship management.
How does this improve your marketing strategy? Well, in this instance, it helps to accelerate your
sales cycle by reminding the subscriber about your business.
When you grow accustomed to using a CRM for gathering and analyzing accurate pieces of data,
you start to learn more about your customers and have a real insight to who they are as people.
This helps you improve your company’s performance and growth by making commercial
decisions which take the wants, needs, and concerns of your customers into account.
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With CRM, you should begin to see over time that your overall customer engagement has
improved. This is happening because you are using your CRM data to listen to, understand and
engage with your customers. Customers appreciate feeling like a brand or company cares about
them, and this is reflected with increased engagement through social media channels, your
website and through sales. Improved engagement means increased conversions, more leads and
customer loyalty. This helps benefit your marketing strategy because people will be eager to
share your business with their friends, family, and co-workers.
Performing proper CRM using a robust CRM solution is important. It is more important today
than it ever has been to understand, engage with and cater to the specific demographics within
your base of customers. If you fail to do this then you will struggle to remain competitive and
operate in the modern commercial climate.
Customer relationship management (CRM for short) is a marketing strategy whereby firms
concentrate on existing customers. Customer relationship management gained prominence in
developing marketing strategies, in part, because existing customers are 5 times more valuable to
a business than new customers, according to market research. They are also more likely to be
loyal and to spread positive information about your firm to their social network.
There are two marketing strategy approaches to CRM — data mining and relationship building.
Data Mining
Data mining involves gathering massive amounts of data about your customers, especially their
buying behavior and demographics. Commonly, this information comes from your own sales
information, such as scanner data or credit card purchases. Internal data might be supplemented
by data purchased from other sources. For instance, credit card companies commonly sell
purchase data about cardholders. Even the government sells data such as DMV records of car
ownership. It’s important to note that this data is NOT market research about customers, but
secondary data originally collected for some other purpose.
Data are aggregated, then statistical analysis gleans insights into behavioral linkages. A number
of companies sell enterprise software to analyze data or software to help build these massive
databases, such as SAP and SAS.
35
Data mining is fashionable, made more so by software and skills to analyze massive amounts of
data.
The more you know about customers, the better you are at building marketing strategies to reach
them. For instance, if your scanner data shows your customers prefer certain brands of orange
juice, you might benefit by stocking additional varieties of that brand or you might use a sale on
this brand as a loss leader to get customers into your store for their weekly grocery trip.
You can also use individual-level data mining. For instance, you might have a baby week sale,
where you offer discounts for baby-related items If you identify which customers have babies
based on prior purchases, you can reduce your costs dramatically by only sending flyers to those
customers.
More sophisticated data analysis builds forecasting models that predict the probabilities of
behavior among your customers. Such forecasts form the basis for budgeting. You can then build
marketing strategies to maximize success based on these models.
For instance, noting that advertising in a particular media two days before an event yields
maximum sales is useful for planning future media buys. Knowing that sales of a brand are
higher among young males allows you to better target them in developing advertising strategies.
A good example is a domestic beer where a dominant buyer is a young man working a blue-
collar job. Using messages appealing to this target market drive increased sales, even if the
message doesn’t resonate with other types of buyers.
Data is also the starting point for developing marketing strategies based on customer lifetime
value (CLV). The graphic below shows how to implement customer lifetime value in decision-
making. You can use this data to segment buyers allowing you to focus on those who represent
the most value to the organization or to highlight opportunities to increase revenue by increasing
things like customer retention.
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Relationship Building
An alternative to data mining is building a strong relationship with customers. Some strategies
for accomplishing this are:
Probably the most successful relationship-building strategies are those designed to develop
interpersonal relationships — being friendly, using customer’s names, exchanging non-
commercial conversation, being empathetic, handling customer complaints effectively, listening
to customers, building trust, etc.
Customers who believe they have strong interpersonal relationships with commercial enterprises
give the enterprise more of their business, they complain less, they recommend the business, they
are loyal, and they are willing to help the business by defending them against critics, pointing out
situations where the firm might lose money, suggest improvements, etc.
While there are enormous benefits to CRM, some issues need attention.
37
provides only historic behaviors which are imperfect predictors of future behaviors
is more appropriate for predicting how a group might respond, not a single individual or
smaller group
behavior is only partially indicative of attitudes
consumers purchase behavior might not be indicative of their own needs, but for gifts,
etc. which complicates projections
data may be more costly to obtain than the value-added
Relationship dangers:
customers may be more loyal to the provider than the company, so when the provider
leaves, they take the customers
it’s time-consuming
it might create expectations that the firm can not deliver on
some consumers don’t want a relationship with commercial enterprises (this has
important implications for those employing social network marketing strategies)
relationship-building efforts often come across as insincere, which is worse than not
doing relationship-building at all.
38
CRM Strategy
Set a target
Be a customer-centric company
Remove all communication barriers
Track your customer interaction
Sync every data on your system
Measure, analyze and improve
Examples
Social CRM: It includes attracting potential customers directly from social media like Facebook,
Twitter, LinkedIn, etc. social media is an open platform for all customers to share experiences
and promote your products as well.
Contact Centre: Sales and marketing teams acquire data and update the CRS system with
information throughout the customer lifecycle.
The agents of contact centres collect data and revise customer records through service calls and
technical support interactions.
Mobile CRM: These applications are made for smartphones, and tabs are a tool for sales and
marketing employees. Through mobile CRM, they can access customer data anywhere and do
their work when they are not in the office.
39
CHAPTER-4
CUSTOMER RELATIONSHIP
MANAGEMENT AND CUSTOMER
SATISFACTION IN PANTALOONS
40
CHAPTER-4
We have been hearing a lot about CRM aka Customer Relationship Management in almost all we
come across in our day to day life. Whether it is Newspaper, Outdoor Hoardings or Mailers we
receive from hundreds of places etc. What exactly does this connote to a layman? The simple
answer to it is a way of differentiation between customers to provide greater value to more
valuable customers. The meaning of more valuable would be in terms of the monetary spending
received from the customer along with regency and frequency of visit.
Every retailer today is aiming at an attempt to make a casual customer into a loyal customer who
develops a bond with the retail store he/she visits. Customer relationship management as a
transactional exchange helps the marketer to understand the customer's sentiments and buying
habits so that the customer can be provided with products and services before he starts
demanding them.
This project throws light on the role of Customer Relationship Management (CRM) in enhancing
the Customer Lifetime Value (CLV). A successful and effective CRM programme results in
increase of Customers Lifetime Value for the store. The importance of the tangible and the
intangible offerings are also discussed. A good CRM Strategy should focus on Building dynamic
relationship with the customer, making CRM the key element to building customer loyalty to a
store brand and to build a significant competitive advantage.
Role of CRM
Expectations of customer is increasing, he asks for more and more value for the same price, and
whoever provides him increasing value for money, he buys products from that marketer. Every
retailer today is aiming at an attempt to make a casual customer into a loyal customer who
develops a bond with the retail store he/she visits.
The entire concept of CRM today has also evolved over a period of time. Customer relationship
management is ahead of the transactional exchange and facilitates the marketer to understand the
customer's sentiments and buying habits so that the customer can be provided with products and
services before he starts demanding. This is possible through the integration of four important
components i.e. people, process, technology and data. Today the term CRM has become a
buzzword in the Indian Retail world.
There are a host of reasons which can be attributed to the changing consumer paradigm and the
role played by the organized retailers in making CRM a happening phenomenon. Every retailer
in India today is looking at some or the other form of CRM or its prime constituent loyalty based
programme.
41
In the retail milieu, where generating and retaining footfalls is the greatest impediment to
success, the challenge lies in constantly innovating methods of attracting new customers and
keeping there interests alive. Loyalty programmers as part of CRM based activity are one of the
ways of overcoming this challenge.
Customer Relationship Management (CRM) to Customer Lifetime Value
(CLV)
The variety of activities together play an important role in bringing repeat customers and in turn
generating positive word of mouth to also increase new footfalls into the store. This leads to the
development of an enthusiastic set of customers who can be approached to convey all new
developments, events and promotions. Data mining activities through CRM also provides
insights and knowledge about the retailers most valuable customers who result in maximum
sales. We also understand the Pareto's Principle which talks about generating 80% of sales from
20% of the customers. This can only happen if the retailer has the 20% as its most profitable
customers and not just normal customers. This completely depends upon the kind of business the
retailer is into and there is nothing sacrosanct about this understanding.
A successful and effective CRM programme results in increase of Customers Lifetime Value for
the store.
Examples:
Today these and similar kinds of programmer are being run all across India by local as well as
national retailers. Let's understand the kind of CRM programme offered by the Pantaloons
having a national presence to lure its customers:
Pantaloons
Known as the Green Card it is divided hierarchically into one star, three star, five star and seven
star. Criteria for star generation are:
On Purchase of Rs.2500/- 1 Star Members Gift Voucher worth Rs. 150 on enrolment On
Purchase of Rs.7500/- 3 Star Members
Green Card is just like passport to a whole new world of exclusive benefits and privileges.
• Instant discounts* for every time you shop at Pantaloons.
•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 and much more.
Green-Add-on-Card
Green Card benefits can now be shared with members of Green card members’ family. Family of
Green card members also be entitled to direct discount and other privileges that we have to offer.
A 1 and 3 star member is entitled to have 1 add-on card. However a 5 and 7 star member is
entitled to have 2 add-on cards.
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Green-Days
Exclusive Green Card shopping day gives a preview of End Of Season Sale, so that Green card
members are first to get hold of the latest merchandise.
Green-Channel
Our special billing counter is open to all Green Card members during End of Season sale. Now
Green card members can avoid the rush at the regular billing counter.
Green-Offers Promotions
These are exclusive shopping offers sent to Green card members on a regular basis. Flash Green
Card and claim the special offers and promotions. At times, offers open to all customers are
further enhanced for our esteemed Green Card members.
Green-Service-Desk
For all queries, information and services, contact the Green Service Desk at any Pantaloon Store.
Green-Exchange
Now Green card members can exchange their products within 60 days of purchase. (90 days for
Seven Star members)
Green-Drop
Busy schedule of Green card members may not permit them to collect their alterations or
purchases. Green card members can ask for the Green Drop Service and purchases will be home-
delivered to them. This service is exclusively available to the 7 star members all round the year
and also to the 5 star members except for end of season sale period.
Reserved Car Parking
Offering them space for car parking is like inviting people with arms wide open. The reason for
this is the increasing inconvenience customers face to shop on weekends due to non-availability
of parking when the stores are huge crowd pullers.
Birthday and Anniversary Greetings
To make the Green card members feel special the stores send greetings and special customized
offers to Green card members
Special movie shows
Green card members are sent passes of movie shows from time to time by Pantaloon store
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CHAPTER- 5
DATA ANALYSIS
AND
INTERPRETATIONS
44
CHAPTER-5
DATA ANALYSIS AND INTERPRETATIONS
RESEARCH DESIGN:
The research design used in this project is the descriptive research design.
DESCRIPTIVE RESEARCH:
It is a study designed to depict the participants in an accurate way. More simply put, descriptive
research is all about describing people who take part in the study.
There are three ways a researcher can go about doing a descriptive research project, and they are:
SAMPLING TECHNIQUE:
The kind of sampling technique used in this project is the convenience sampling.
CONVENIENCE SAMPLING:
Convenience sampling is a type of sampling where the first available primary data source
will be used for the research without additional requirements. In other words, this sampling method
involves getting participants wherever you can find them and typically wherever is convenient. In
convenience sampling no inclusion criteria identified prior to the selection of subjects. All subjects
are invited to participate.
SAMPLING PROCEDURE:
The sample was collected from Daba Gardens-Visakhapatnam irrespective of them being
availing the services from Pantaloons Ltd. or not. It was also collected through personal visits to
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persons, by formal and informal talks and through filling up the questionnaire prepared. The data has
been analyzed by using mathematical/Statistical tool.
DATA RESOURCES:
Research is totally based on primary data. Secondary data can be used only for the
reference. Research has been done by primary data collection, and primary data has been collected
by interacting with various people. The secondary d a t a has been collected through various journals
and websites.
SAMPLE SIZE:
SAMPLE DESIGN:
SAMPLING AREA:
Daba Gardens-Visakhapatnam
It is hub for shopping malls, electronic shopping especially, shopping for cell phones,
restaurants, educational institutes etc. LIC building is the main landmark in this area. BSNL
office is also situated here.
DURATION OF STUDY:
The study was carried out for a period of 45 Days, from 20th October 2021 – 7th December 2021.
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d. Rarely
Frequency of Visit
d. Rarely;
15.00% a. Once a week
a. Once a
week; 17.50%b. More than a week
c. Only on offer days
c. Only on of - b. More than
fer days; 37.50% a week; 30.00%
d. Rarely
Interpretation: From the above pie chart we can see that, 38% respondents say that they visit
the store only on offer days, and 30% respondents say that they visit the store more than
week.17% respondents say they visit once a week, and lowest 15% say they rarely visit the store.
So, we can conclude that major numbers of customers were like to visit the store on offer days.
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a. Yes;
25.00% a. Yes
d. Can’t say;
27.50% b. No
c. Don’t know
d. Can’t say
c. Don’t b. No;
know; 25.00% 22.50%
Interpretation: From the above pie chart, 28% respondents replied that that they can’t say, and
25% respondents agreed that the store is appealing, 25% respondents said that they don’t know
and the least 22% respondents said that No, the store is not appealing. So, we can conclude that
display of the store is doing a fine job.
48
b. No;
25.00%
Interpretation: From the above pie chart it shows, 32% respondents agreed that the signage are
helpful, and 25% respondents said that no, they are not helpful, 23% respondents said that they
can’t say and least 20% said that they don’t know. So, we can conclude that major number of
people feels that signage are helpful.
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a. Yes; a. Yes
d. Never; 22.50%
22.50% b. No
c. Sometimes
c. d. Never
Sometimes;
25.00% b. No;
30.00%
Interpretation: From the above data, 30% respondents replied that they don’t purchase the
products displayed on mannequin.25% respondents replied sometimes, and 23% respondents
replied never, and 22% respondents replied yes they purchase products on mannequins. So, we
can conclude that mannequins are doing a fine job.
50
d. Don’t a. Yes
know; 25.00% b. No
a. Yes; 37.50% c. Can’t say
c. Can’t say;
d. Don’t know
17.50%
b. No; 20.00%
Interpretation: From the above data, we can see that 37% respondents replied they like the
fragrance and music of the store.25% respondents replied they don’t know, and 20% respondents
replied no, they don’t like the music and fragrance, and 18% respondents they can’t say. So, we
can conclude that majority of people like the music and fragrance in the store.
Excellent 36
Good 48
Average 16
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Bad 0
Excellent
Good
Average
Bad
48
Interpretation: From the above pie chart it is clear that brand and product available in Pantaloons is
up to the mark. Out of 100 respondent 36 respondents liked excellent option where as 48 respondent
view good options. It means that brand and product in Pantaloons is qualitative and doing fine job.
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18.00% 20.00%
Price
Quality
Easy Availability
Others
30.00%
32.00%
Interpretation: PANTALOON RETAIL (INDIA) LIMITED being a relatively new company in the
market and having high competition. the respondents agreed to a certain level that the easy
availability and quality of the product is the main and leading beat selling point. A cumulative of
62% (30% and 32%) respectively agreed to the same, where as a healthy percentage of 38% came to
the decision that the price and various other factors were the main selling point of the product.
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Target Audience
14.00% 18.00%
40.00%
Interpretation: In the questionnaire the main question was the target audience of PANTALOON
RETAIL (INDIA) LIMITED Being a fashion industry firm it is very important for the company to set
their preferences in regard to target audience. The respondents agreed to the point that the company
should focus more on the Middle income group people. Nearly 40% of the respondents agreed to
that point. 28% respondents also agreed to the fact that lower income group can also be targeted.14%
favoured the high income group people to be the target audience keeping in mind the business of the
luxury products.
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Place of Selling
15.00%
45.00%
Interpretation: According to the respondents the main place of selling for PANTALOON RETAIL
(INDIA) LIMITED is within their business premises. 30% agreed to the point that the main business
is generated within the premises this is because the purchasers visit the store so as to view the
products. The company also sell the products through the agents on the commission basis. This helps
them to obtain good volume of sales, which in turn have link with the company, 45% selling is done
through these dealers. With the growing use of internet for various purchases the company had also
started online procedures for sales through internet.
10. What Does the International Marketing plan of PANTALOON RETAIL (INDIA) LIMITED
covers?
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Market Plan
9.00% 13.00%
Internet
Advertisement
Sales Promotion
29.00%
Direct Marketing
28.00%
Public Relations
21.00%
Interpretation: The main aims of the marketing plan that PANTALOON RETAIL (INDIA)
LIMITED has is to advertise their product in the market and to do direct marketing at the same time.
28% and 29% of the respondents agreed to the same point. Then main focus is on sales promotion of
the products, later comes the use of internet to advertise and market the product so as to grow
public relations with more and more customers which in turn will be a great help increasing the
turnover of the company.
11. How can marketing helps increase in sale for PANTALOON RETAIL (INDIA) LIMITED
abroad?
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Marketing helps in
8.00%
Increase in Profit
38.00% Increasing Customer's
Knowledge
31.00%
Building a Brand Name
No Use
23.00%
Interpretation: Marketing has a core aim of increasing the sale of the company. According to a
large number of respondents (38%) marketing will help the company to increase sale which will
result in increasing the profit of the company which can be further used for expansion of the
business. More over PANTALOON RETAIL (INDIA) LIMITED being a new brand in the market
has to also understand the importance of building a potential and sustainable brand name in the
market. Marketing will contribute in the cause according to 31% of the respondents. Marketing
and proper advertisement will also make the customers aware of the upcoming products and will
provide them with the knowledge.
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12. What is the best medium for the advertisement according to your point of view in the
international markets?
(e) Internet
Medium of Advertisement
7.00%
23.00%
18.00%
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13. What according to you can be other modes of marketing that can be used by PANTALOON
RETAIL (INDIA) LIMITED?
Mode of Marketing
12.00% 16.00%
Direct Mail
Brand Marketing
Social Media Marketing
Mobile Web Marketing
39.00%
33.00%
Interpretation: Ways of marketing is another important segment of marketing. The various modes
can be direct mail, brand marketing, social media marketing and mobile web marketing. 39% of the
respondents agreed to the point that social media marketing can be a perfect way of marketing.
Whereas 33% approved that brand marketing can be used as the mode, which states that the
company should use its brand name for marketing the product. A cumulative of 28% agreed that
direct mail and mobile web marketing that is marketing through SMS and cold calling can also turn as
an effective way of marketing.
59
14. Are you satisfied with the fabric PANTALOON RETAIL (INDIA) LIMITED use in their
products?
35.00%
Yes
No
65.00%
Interpretation: About 65% of the consumers are satisfied with fabric used by PANTALOON
RETAIL (INDIA) LIMITED in their products where as 35% are dissatisfied.
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Effectiveness of Advertisement
7.00%
18.00%
Funny
Interesting
Informative
42.00% Boring
33.00%
Interpretation: When the respondents were questioned regarding the effectiveness of the current
advertisement, 42% of them said that the advertisement is informative and provides knowledge about
the product. 33% agreed that the advertisement was interested enough to pay attention on the
advertisement. On the other hand 18% and 7% respondents respectively replied the advertisement
was funny and boring.
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CHAPTER-6
62
CHAPTER-6
63
64
It is suggested that number of brands to be increased for existing customers satisfaction and to
increase the satisfaction levels of new customers.
10. Satisfaction to services
Finding
It is found that majority of the customers are satisfied with the services provided by pantaloons.
Suggestion
It is suggested that current providing services are to be improved so that each and every
customer satisfies to the services.
11. Satisfaction to price
Finding
It is found that customers are satisfied with the prices of the products.
Suggestion
It is suggested that products should have a reasonable prices to attract all range of customers.
12. Satisfaction to sales promotion schemes
Finding
It is found that majority of the customers are satisfied with the sales promotion schemes.
Suggestion
It is suggested that more number of sales promotion schemes are to be increased to attract more
customers.
13. Information about the fresh arrivals
Finding
It is found that most number of customers are not informed with the fresh arrivals at the store.
Suggestion
It is suggested that each and every existing customers are to be informed with the fresh arrivals
at the store.
14. Expectations of customers
Finding
It is found that majority of the customers need more variety and discount to shop more than
quality and services offered.
Suggestion
65
It is suggested that more variety’s are to be placed and special discounts are to be given to
customers in order to meet the expectations of customers.
15. Spending levels by customers
Finding
It is found that most number of customers spend between 5000-10000 followed by the
customers who spend between 1000-5000.
Suggestion
It is suggested that prices are to be decreased and special offers are to be introduced to increase
the purchasing level of the customers.
16. Other outlets
Finding
It is found that majority of customers visit max and Lifestyle because of more varieties and
more offers.
Suggestion
It is suggested that variety is to be increased and better offers are to be introduced in order to
retain the existing customers and also to attract the new customers into the outlet.
17. Factors affecting to drive to other places
Finding
It is found that price plays a vital role than product and ambience.
Suggestion
It is suggested that pricing strategy of the products to be changed to attract new customers and to
retain the existing customers.
18. Service experience with the store associates
Finding
It is found that customers experience with the store associates is good.
Suggestion
It is suggested that store associates are to be trained well to make the experience outstanding.
19. Overall experience
Finding
It is found that overall experience of the customers at the store is good.
Suggestion
66
It is suggested that to increase certain parameters such as fashion assistants interaction and their
explanation about the products will satisfy all the customers.
20. Loyalty card
Finding
It is found that majority of the existing customers are having the Green card.
Suggestion
It is suggested that every customer is to be given a Green card so that customer can use the
benefits of Green card.
21. Issues at billing counter
Finding
It is found that maximum number of customers didn’t face any issues at billing counter.
Suggestion
It is suggested that more bill counters are to be opened for customer convenience.
22. Consideration of feedback
Finding
It is found that feedback given by the customers is considered and is implemented at the stores.
Suggestion
It is suggested that taking of regular feedback is to be taken for further implementation so as to
increase the relationship between the customers and the company.
23. Calls regarding the feedback
Finding
It is found that customers are not getting any calls regarding the feedback given.
Suggestion
It is suggested that a contact is to be maintained regularly by making calls to the customers
regarding the feedback given.
24. Next time shopping
Finding
It is found that customers may or may not visit the store to shop at pantaloons for the next time
rather than visiting the store certainly.
Suggestion
67
It is suggested that more offers and better services and price reduction is to be introduced to
make sure that customers will buy at pantaloons.
25. Suggesting pantaloons to others
Finding
It is found that based on the experience of the customers majority of the customers are willing to
suggest pantaloons to others.
Suggestion
It is suggested that by providing better services, by offering more discounts, good relation with
customers helps customers to suggest pantaloons to others.
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69
ANNEXURE
Name of the store – Pantaloons retail Ltd
Location of the store – Daba Gardens, Visakhapatnam
1. Are you shopping at pantaloons for the first time?
i. Yes
ii. No
2. Which type of clothes you like most?
i. Formal
ii. Casual
iii. Ethnic
3. Which section you like most in respect of quality?
i. Men
ii. Women
iii. Kid
4. How often do you shop?
i. Weekly
ii. Monthly
iii. Annually
5. Are you getting updates of the current offers running at pantaloons?
i. Yes
ii. No
6. Did the fashion assistants explain about the product?
70
i. Yes
ii. No
7. Are you encouraged to try products at the store?
i. Yes
ii. No
8. Are you satisfied with the variety available in each brand?
i. Yes
ii. No
9. Are you satisfied with the brands available in the store?
i. Yes
ii. No
10. Are you satisfied with the services provided by the pantaloons?
i. Yes
ii. No
11. Are you satisfied with the price?
i. Yes
ii. No
12. Are you satisfied with the sales promotion schemes running in the pantaloons?
i. Yes
ii. No
13. Do you get information about the fresh arrivals at the store?
i. Yes
ii. No
14. What things you would like to see in pantaloons so that you can shop more from here?
i. Discount
ii. Quality
iii. Variety
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i. 1000-5000
ii. 5000-10000
iii. 10000+
i. Life style
iii. Max
i. Ambience
ii. Product
iii. Price
iv. Service
18. What was the service experience with pantaloons store associates?
i. Out standing
ii. Good
iii. Average
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ii. No
21. Do you face any issues while you are at billing counter?
i. Yes
ii. No
22. Does your feedback taken in to consideration?
i. Yes
ii. No
23. Are you getting calls regarding the feedback you gave at pantaloons?
i. Yes
ii. No
24. Will you shop again?
i. Certainly
ii. May be
iii. Not very likely
25. Are you going to suggest pantaloons based on your experience?
i. Yes
ii. No
BIBILOGRAPHY
PRIMARY:
http://www.adityabirlagroup.com
http://www.pantaloons.com
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http://www.slideshare.net/gagani4u/a-study-on-CUSTOMER RELATIONSHIP
MANAGEMENT/
http://drmpuo.blogspot.in/2009/08/p4720-chapter-1-notes.html
http://research-methodology.net/research-methodology/research-types/
https://www.thebalance.com/what-is-retail-2892238
https://www.scribd.com/document/131453284/TERM-II-marketing strategy-Retail
PUBLICATIONS
1. Philip Kotler, Principles of the Marketing, 11th revised edition, Pg. No. 242-244,2013,Pearson
Education, prentice hall, United states.
2. Francis Buttle Customer Relationship Management,2nd revised edition, Pg.No.3,14,Elsevier
Ltd, Houston, Texas, U.S.A.
NEWSPAPERS
1. ECONOMIC TIMES: 07-Apr-2017
2. BUSINESS STANDARD: 05-Sep-2016
WEBSITES
1. www.indianmirror.com
2. www.crosscreek.in
3. www.citeman.com
4. www.ibef.org
5. www.abfrl.com
6. www.itinfo.am
7. www.thinkaboutcrm.com
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