SIGNIFICANT OF STUDY

Significance of study is important for the retail companies. Who fail or lack in customer loyalty program in convenience store. It is to study that how the loyalty programs attract to the customers and effects of loyalty program on customers. For to study the following objectives: To study the Customer Loyalty Programs in different convenience stores. To know that how they attract to the Customers for purchasing in the convenience stores. To know the Effect of Loyalty program on customers.

OBJECTIVES OF STUDY
The main objective of any kind of research is to understand the reality behind a phenomenon. It involves a systematic investigation involved to add to the available information through scientific procedures.

To study the Customer Loyalty Programs in different convenience stores. To know that how they attract to the Customers for purchasing in the convenience stores. To know the Effect of Loyalty program on customers.

REVIEW EXISITING LITERATURE

The literature review section examines recent (or historically significant) research studies, company data or industry reports that act as a basis for the proposed study.

Source 1:
Airtel to reward customer loyalty (Tanzania) - Wireless Federation: Publication Date: February 17, 2012 Airtel to reward customer loyalty (Tanzania)Wireless FederationAirtel introduced a new campaign to reward its loyal customers. The new campaign named as Nani Mkali (who's the best) will be operational for three months. Through Nani MKali campaign, Airtel customers will be rewarded with cash prizes.

Source-2:
ASSOCHAM: Designer Wear ready for major growth: Publication Date: 02-Jul-2012 The ASSOCHAM (Associated Chambers of Commerce & Industry) has predicted an exponential growth in the designer wear industry in India by the end of the decade! According to a report entitled Trend in Indian Designer Wear Industry commissioned by them, the current domestic market of Rs700 crores will rise to Rs 11,000 crores by the year 2020. This works out to a stupendous CAGR of 40%. The report indicates that the growth drivers are higher disposable income, the prevailing mall culture and growing awareness about fashion even in Tier 2 and 3 towns. The global designer wear industry, currently at Rs2.2 lakh crores is growing at a CAGR of 12%. Of this India share is a minimal 0.32% but is likely to grow to 1.7% by 2020.

SOURCE-3:
Major changes at Pantaloon Retail: Publication Date: 14-Feb-2012 Kailash Bhatia, a whole time director at Pantaloon Retail has stepped down from the Board. He will, however, continue as CEO of the Fashion Business. The Company is reeling under a huge debt of Rs 4,200 cr. This has prompted the Company to look at major restructuring, strategic partnerships and divestments. In recent times, Future Group has lost four senior professionals including Pankaj Tibrewal, COO Pantaloon Retail, who has moved to HT Media; Mayur Toshniwal, CEO of Future Telecom, now turned entrepreneur; Manoj Kumar, CEO eZone, electronics division of Future Group, and Mahesh Shah, head of sourcing of Home Town, home retail division of Future group, joined Landmark Groups LifeStyle. Future Group has reappointed family member, Rakesh Biyani as joint MD with effect from 1st April, 2012.

Source-4:
Trent closes down Fashion Yatra, re-looks at Sisley: Publication Date: 14-Feb-2012 The Tata groups retail arm, Trent has decided to close down its loss making chain, Fashion Yatra. Currently there are five stores located at Kalyan, Ujjain, Nanded, Sangli and Hyderabad. Launched in Oct 2008, the chain targets low income shoppers in Tier 2 4 towns. Trent has also been slow in the expansion of Sisley an upper end fashion chain under license from Benetton of Italy. It has fallen far short of the 20 store targeted in the first five years (from 2007). The future of this chain is being re-evaluated and is still uncertain.

Source-5:
Airport retailing takes off in Delhi: Publication Date: 02-Feb-2012 Airport retailing in India seems to be finally taking off with stores at Delhis IGI reporting Rs 1200cr of sales last year making it the fourth largest retail hub in the country. The positive results have been announced by Swarovski, Marks & Spencer, Samsonite, Hidesign and Kimaya. The latter claimed that their airport store recorded the best sales figure in their chain last year with sales of 5,000 per sq.ft. per month. Swarovski's outlet at the T3 terminal of the Delhi airport now ranks among its top stores by sales globally. One of the reasons, attributed to the success of these stores is that the Delhi airport is the largest and busiest airport in South Asia with more than 35 million passengers using it last year.

Source-6:
Apple looking at opening stores in India: Publication Date: 30-Jan-2012 Reportedly, Apple Inc has been talking to the Department of Industrial Policy & Promotion (DIPP) to obtain permission for opening a chain of exclusive stores. This is now possible with the Government permitting 100% FDI in single brand retail outlets. However, this comes with a rider that 30% of the merchandise value would be sourced from small and cottage industries in India. This may be a hurdle which will have to be addressed. Currently Apple exclusive Apple stores are run by franchisees, Imagine and iStore (owned by Reliance Digital)

Source-7:
With over 40 Reliance Fresh stores: Publication Date: January 30, 2007 With over 40 Reliance Fresh stores already launched in Chennai, Hyderabad and Jaipur, Reliance Retail began its assault of the National Capital Region market with the recent opening of nine new stores in Ghaziabad, Noida, Faridabad and Gurgaon. The company is targeting to open 100 more Reliance Fresh stores in New Delhi alone within four months, and a 1,000 new stores in 35 cities nationwide by the end of the year with a built-up area of over 4 million sq.ft. An investment of Rs.8,000 crore is envisaged for the NCR region alone.

Reliance Fresh stocks fresh fruits and vegetables, staples, fast moving consumer goods and dairy products. The stores are already selling over 1,000 tonnes of fresh produce daily and also 250 categories of commodities.

Source-8:
Reliance Retail opens its new Mart in Jamnagar: Publication Date: FEB. 1 2008 In an event devoid of its characteristic pomp, Reliance Retail on Wednesday opened its second retail outlet Reliance Mart in Jamnagar.

The Jamnagar outlet is spread over 83,000 sq feet and after the second phase, the total area will be close to 3 lakh square feet, almost double of its Ahmedabad stores which have come up over 1.65 lakh square feet.

The company is keen to take faster strides in the growing retail sector in Gujarat by opening numerous hyper marts including one in the IPCL campus at Vadodara.

FOCUS OF PROBLEM
Till a few years ago the American economy fuelled economic growth in many parts of the world. However the recent economic slowdown there has forced many retailers to start looking at other economies. Rising fuel prices have also had a negative effect on the rapid expansion of the trade in various parts of the world. Retailers at a global level are reality which has to be understood and faced by retailers.

CONCEPTUALISATION

Loyalty:
A deeply held commitment to rebuy or repatronize a preferred product/service consistently in the future, thereby causing repetitive behaviour reflecting purchase of the brand despite situational influences and marketing efforts having the potential to cause a switching behavior. loyalty is, in simpler terms, a reliance on a particular brand or company even though numerous satisfactory alternatives may exist. Loyalty helps build relationships. What is Customer Loyalty? Customer loyalty is all about attracting the right customer, getting them to buy, buy often, buy in higher quantities and bring you even more customers. However, that focus is not how you build customer loyalty. You build loyalty by

Keeping touch with customers using email marketing, thank you cards and
more.

Treating your team well so they treat your customers well. Showing that you care and remembering what they like and dont like. You build it by rewarding them for choosing you over your competitors. You build it by truly giving a damn about them and figuring out how to
make them more success, happy and joyful.

In short, you build customer loyalty by treating people how they want to be treated. The loyalty business model is a business model used in strategic management in which company resources are employed so as to increase the loyalty of customers and other stakeholders in the expectation that corporate objectives will be met or surpassed. The term customer loyalty is used to describe the behavior of repeat customers, as well as those that offer good ratings, reviews, or testimonials . Some customers do a particular company a great service by offering favorable word of mouth publicity regarding a product, telling friends and family, thus adding them to the number of loyal customers Customer loyalty can be achieved in some cases by offering a quality product with a firm guarantee. Customer loyalty is also achieved through free offers, coupons, low interest rates on financing, high value trade-ins, extended warranties, rebates, and other rewards and incentive programs. The ultimate goal of customer loyalty programs is happy customers who will return to purchase again and persuade others to use that company's products or services. This equates to profitability, as well as happy stakeholders. Another good incentive for achieving customer loyalty is offering a risk free trial period for a product or service. Also known as brand name loyalty, these types of incentives are meant to ensure that customers will return, not only to buy the same product again and again, but also to try other products or services offered by the company

Hypothesis Testing:

Test: Chi square is the most appropriate test. Level of Null hypothesis: H0 Alternative hypothesis: H1

H0= There is no significance association between Age and Switching the preference of convenience store H1= There is significance association between Age and Switching the preference of convenience store. Statistical significance () = 5% level (Table value9.488) Degree of freedom= (r-1) (c-1) = (5-1)(2-1)= 4 2= (F0-Fe) 2 /Fe Critical test value: For =0.5 and d.f = 16, the critical test value is 6.9739 Table 2 Classification of Age and switching the preference of convenience store

Age/ Factors 15-20 20-25 25-30 30-35 35-40 Total

Yes 1 6 12 4 2 25

No 3 5 2 1 2 13

Total 4 11 14 5 4 38

Solution: let us take the hypothesis that there is no association between age and
switching of convenience store preference. On the basis of this hypothesis the expected frequencies corresponding to (a) and (b) are: 11= 25*4/38=2.63 12= 13*4/38=1.36 Table 2.1 Expected frequency 2.63 7.23 9.21 3.28 2.63 Table 2.2 Applying X2 test: O 1 6 12 4 2 3 5 2 1 2 E 2.63 7.23 9.21 3.28 2.63 1.36 3.76 4.78 1.71 1.36 (O-E)2 2.6569 1.5129 7.7841 0.5184 0.3969 2.6896 1.5376 7.7284 0.5041 0.4096 Total CV (O-E)2/E 1.0102 0.2092 0.8451 0.1580 0.1509 1.9776 0.4089 1.6182 0.2947 0.3011 6.9739 1.36 3.76 4.78 1.71 1.36

Source: Field response data X2= (O-E) 2/E= 6.9739 V= (r-1) (c-1) = (5-1) (2-1) = 4 For V=4, X20.05= 9.488. The calculated value of X2 is less than table value. The hypothesis is accepted. Hence, there is no association between age and switching the preference of convenience store. Interpretation: Hypothesis testing is showing that there is no relationship between Age and Switching of preference convenience store. So any person can switch their brand choice.

CHAPTER 2 INTRODUCTION TO Customer loyality

INTRODUCTION
Customer loyalty is the practice of finding, attracting, and retaining your customers who regularly purchase from you. It is different from customer satisfaction. Customer satisfaction is the basic entry point of good business practices. Loyalty cards and programs have their rewards and pitfalls. Rewarding customers for spending more Rupees can create a vicious cycle of creating customers who want rewards and will look anywhere to obtain them. With loyalty cards and programs reaching a saturation point. Software, card programs, and loyalty schemes are the tools of customer loyalty programs but they aren't the essence of loyalty. To build loyalty, you must earn it. Look at these 8 ways to earn more customer loyalty for business. Managing Customer Loyalty What you cant measure you cant manage, Peter Drucker, management guru, has said. But measuring the behavior of individual customers, and relating it to the behavior of all your other customers soon becomes an impossible task as your customer base expands. One-to-one knowledge is important (and part of Loyalty Builders analysis). But while customers appreciate being treated as individuals, they nearly always have common needs. If youre not able to segment your customer base in terms of characteristics they share, you have virtually no hope of creating an efficient, affordable marketing program. Measurement, traditionally, has meant dividing a population into separate buckets based on demographics and attitudes. Loyalty Builders' methodology, however, segments customers by behavior and generates quantitative measures of loyalty based on that behavior.

How loyalty can be implemented Five steps listed below: Step 1: Observation This is the stage of accumulating all information possible about customers from many disparate sources, including: Purchase records and history Costs associated with servicing each customer Demographic information The share of Wallet or of spending that each customer gives. Step2: Calculating inertial CLV (Customer lifetime value) Determining contribution to profit from each customer (projected purchases minus anticipated costs of serving), It is called as inertial CLV as the figure represents the current status. At the same time it provides a convenient metric by which customers can be segmented for the next step. Step 3: Selection After using the inertial CLV the customers are differentiated into three customer types like the Desired Customers, Breakeven Customers and costly Customers. The ratio of costly customer should not be more than 15% in the organization; otherwise it may affect the bottom line. So there has to be good balance between these three categories of customers to maintain a good financial health of the organization. Step 4: Prioritization In this stage company should divide each of these three customer groups in to pairs like low share of spending and high share of spending and determine which customers to focus for developmental efforts after knowing their share of current spending.

The strategies followed in this stage are as: Improving companies financial gains by reducing servicing cost for low-share costly customers and moving them to the status of low-share break-even customers. Improving financial condition of the company by increasing lowshare costly customers share of spending and by advancing them to high- share Breakeven Customers. Improving financial condition of the company by controlling offers for low-share Break-even customers, reducing servicing costs and moving them to low- share Desired Customers. Improving financial condition of the company by increasing share- of spending and controlling servicing cost of low-share Break-even customers and advancing them to high-share Desired Customers. Improving financial condition of the company by increasing the share of spending of low-share Desired Customers and evolving them into high-share Desired Customers. Step 5: Leveraging In the above each strategy requires moving as many customers as possible from one status to another, but still there are some leveraging tools which must be taken into consideration like brand equity, value equity, relationship Equity and satisfaction. Attitudes of customers towards brand, its communications, its associations with community events etc. constitute brand equity. Similarly perceptions about quality, price and convenience constitute value equity. Various types of loyalty program comprise relationship equity and satisfaction with the brand make up satisfaction these are the leveraging tools.

Ten ways to build customer loyalty: 1. Communicate - Whether it is an email newsletter, monthly flier, a reminder card for a tune up, or a holiday greeting card, reach out to your steady customers. 2. Customer Service - Go the extra distance and meet customer needs. Train the staff to do the same. Customers remember being treated well. 3. Employee Loyalty - Loyalty works from the top down. If you are loyal to your employees, they will feel positively about their jobs and pass that loyalty along to your customers. 4. Employee Training Train employees in the manner that you want them to interact with customers 5. Customer Incentives Give customers a reason to return to your business. For instance, a dentist may give a free cleaning to anyone who has seen him regularly for five years. 6. Product Awareness Know what your steady patrons purchase and keep these items in stock. 7. Reliability - If you say a purchase will arrive on Wednesday, deliver it on Wednesday. Be reliable. 8. Be Flexible - Try to solve customer problems or complaints to the best of your ability. 9. People over Technology - The harder it is for a customer to speak to a human being when he or she has a problem, the less likely it is that you will see that customer again. 10.Know Their Names - Get to know the names of regular customers or at least recognize their faces.

INDUSTRY PROFILE Introduction of Retail Industry

Retailing by its very nature is a dynamic industry. The past decade has been one of turmoil and transition in the world. Competition heated up and consumer spending cooled down. New giants emerged and erstwhile leaders faded. Entire industry segments emerged only to make way for new ones yet again. The emergence of the 24/7 culture has had a very strong impact on the changes occurring in many industries. Each passing year has new and far reaching effects on the retail industry. And this is not surprising considering that retail is an industry which is all about change. The next ten years will undoubtedly bring about even more changes than the last decade. Retail is the final stage of any economic activity. By virtue of this fact retail occupies an important place in the world economy. Retailing includes all the activities involved in selling goods or services to the final consumers for personal non-business use. A retailer or retail store is any business enterprise whose sale volume comes primarily from retailing. Any organization selling to final consumers whether it is a manufacturer wholesaler or retailer is doing retailing it does not matter how the goods or services are sold (by person, mail, telephone, vending machine or internet or where they are sold- in a store on the street or in the consumers home ).

Global Retail Market

The emergence of the global marketplace and the rise of the 24/7 economy has fuelled the growth of retail across the world. The global retailing industry as understood under the global industry classification standard (GICS) grew by 5.5% in 2004 to touch $9498.5 billion. The compounded annual growth rate for the period 2000-2004 was 3.9%. The United States of America dominates the world retail market space and accounts for 32.3% of the global retailing group. Europe generates a further 30.8% of the groups value, Asia Pacific 25.6% and the rest of the world 11.20%. By the year 2009, the industry is forecasted to have a value of $12104 billion; an increase of 27.4% since 2004.It is interesting to note that the key 250 retailers in the world alone accounted for $2.6 trillion, which itself is about one third of the marketplace in retail. The significance of retail is apparent not only from its contribution to various economies but also by the level of employment generate by the industry. In India where organized retail is just beginning to make its presence felt it already contributes close to 6-7% of the employment.

Challenges facing global retailers:

Till a few years ago the American economy fuelled economic growth in many parts of the world. However the recent economic slowdown there has forced many retailers to start looking at other economies. Rising fuel prices have also had a negative effect on the rapid expansion of the trade in various parts of the world. Retailers at a global level are reality which has to be understood and faced by retailers.

Retail Industry in India

Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and around eight per cent of the employment. Retail sector is one of India's fastest growing sectors with a 5 per cent compounded annual growth rate. India's huge middle class base and its untapped retail industry are key attractions for global retail giants planning to enter newer markets. Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is expected to grow 25 per cent annually. It is expected that retail in India could be worth US$ 175-200 billion by 2016. The organized retail industry in India had not evolved till the early 1990s. Until then, the industry was dominated by the un-organized sector. It was a sellers 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. Foundation for organized retail in India was laid by Kishore Biyani of Pantaloon Retails India Limited (PRIL). Following Pantaloon's successful venture a host of Indian business giants such as Reliance, Bharti, Birla and others are now entering in the market. A number of factors are driving India's retail market. These include: increase in the young working population, hefty pay-packets, nuclear families in urban areas, increasing working-women population, increase in disposable income and customer aspiration, increase in expenditure for luxury items, and low share of organized retailing.

Indias retail boom is manifested in sprawling shopping c enters, multiplex- malls and huge complexes that offer shopping, Entertainment and food all under one roof. But there is a flip side to the boom in the retail sector. It is feared that the entry of global business giants into organized retail would make redundant the neighborhood kiryana stores resulting in dislocation in traditional economic structure Challenges to retail development in India Organized retail in India is little over a decade old. phenomenon and the pace or growth is still slow. Some of the reasons for this slow growth are: Retail not being recognized as an industry in India- Lack of recognition as an industry hampers the availability of finance to the existing and new players. This affects growth and expansion plans. The high costs of real estate- Real estate prices in some cities in India are among the highest in the world. High stamp duties- The problem is compounded by problems of clear titles to ownership, while at the same time land use conversion is time consuming and complex as are the legal processes for settling of property disputes. Lack of adequate infrastructure- Poor roads and the lack of cold chain infrastructure hamper the development of food and fresh grocery retail in India. Multiple and complex taxation system- the sales tax rates vary from state to state while organized players have to face a multiple point control and tax system there is considerable sales tax evasion by small stores. It is largely an urban

COMPANY PROFILE
Convenience Stores

These are relatively small stores located near residential areas- they are open for long hours seven days a week and offer a limited line of convenience products like eggs, bread, milk, etc. The food marketing institute defines this format as a small local store selling mainly groceries, open until late at night or even 24 hours per day and is something abbreviated to c-store. The store ranges from 3000 to 8000 sq ft and they are targeted at customers who want to make their purchases quickly. Retailing involves understanding customers, their needs and expectations. Retailers job is to stimulate customers to visit his store and buy product. Promotions are often used as pull strategy to encourage purchase, but guaranteeing product availability during promotions has proved to be challenging task for many retailers. The key advantages of convenience stores in India are: India ranks 5th on global retail development index. India is the 2nd fastest growing economy of the world. India is poised to become the 3rd largest economy in terms of GDP in next few years. India ranks high among the top 10 FDI destinations of the world. India is the fastest growing tourist market in Asia.

 World Bank states that India will become the world's 2nd largest economy after China by 2050. India has a stable and investor-friendly central government at the helm of affairs. It has introduced Value Added Tax (VAT) and tax reforms. It has a high degree of professionalism and corporate ethics. It has excellent investment opportunities in the retail sector and allied markets. India is to invest US$ 130 billion for the development of infrastructure by 2010. India will attract US$ 10 billion FDI for infrastructure development by 2008. It has bullish stock markets. Hordes of foreign investors are thronging in to invest in Indian retail markets. Highly educated, English speaking, young workforce. Vibrant and multi-cultured cities. Huge opportunity exists in semi-rural and rural areas. Till date, India is the 2nd largest employer for the huge semiskilled Indian population.

Reliance Fresh

Reliance Fresh is the retail chain division of Reliance Industries of India which is headed by Mukesh Ambani. Reliance has entered into this segment by opening new retail stores at Hyderabad on 3 November 2006. Reliance plans to invest 25000 crores in the next 4 years in their retail division and plans to begin retail stores in 784 cities across India. The Reliance Fresh supermarket chain is RILs Rs 25,000 crore venture and it plans to add more stores across different g, and eventually have a pan-India footprint by year 2011. The super marts will sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supply-chain for non-vegetarian products. Besides, the stores would provide direct employment to 5 lakh young Indians and indirect job opportunities to a million people, according to the company. The company also has plans to train students and housewives in customer care and quality services for part-time jobs. Reliance Fresh recently (24th Jan, 2007) opened several "Fresh" outlets in Chennai, New Delhi, Hyderabad, Jaipur, Mumbai, Chandigarh, Ludhiana increasing its total store count to 40. Reliance is still testing its retail concepts by controlled entry beginning in the southern states.

Reliance Retail has decided to minimize its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT, wellness and auto accessories, with food accounting for the bulk of the business. This is quite different from what the firm had originally planned. Reliance may exit some businesses if the business does not increase by March 2008. Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trends, Reliance Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various formats that Reliance has rolled out. RIL has already said that it will invest close to Rs 25,000 crore over the next five years in the retail business. The company plans to establish 4,000 retail outlets across various formats by then, and is eyeing sales of Rs 1,00,000 crore over the five-year period from the retail business. Besides Reliance Fresh, the company also plans to launch larger format stores called "Feel Fresh Plus" which will be spread over 10,000-15,000 sq ft. The retail rush 11 Reliance Fresh neighbourhood convenience stores will be launched first in Hyderabad. These stores will be set up soon in Mumbai and Delhi where Reliance has identified up to 80 locations each. RIL is also setting up Ranger Farms -- outlets that will specifically service vegetable vendors. Ranger outlets will open at 2 a.m. and continue selling produce to vendors till 9 a.m. Company plans to establish 4,000 retail outlets across various formats in the country.

History
After launch, in a dramatic shift in its positioning and mainly due to the circumstances prevailing in UP, West Bengal and Orissa, it was mentioned recently in news dailies that Reliance Retail is moving out of stocking fruits and vegetables. Reliance Retail has decided to minimize its exposure in the fruit and vegetable business. The company may not stock fruit and vegetables in some states. Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned. When the first Reliance Fresh store opened in Hyderabad last October, not only did the company say the stores main focus would be fresh produce like fruits and vegetables at a much lower price, but also spoke at length about its farm-to-fork" theory.The idea the company spoke about was to source from farmers and sell directly to the consumer, removing middlemen out of the way. Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various formats that Reliance has rolled out. In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain of Apple Specialty Stores branded as iStore, starting with Bangalore.

COMPANYS MISSION AND VISION Growth through Value Creation With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to lead Reliance Groups foray into organized retail. Reliance Retail continued to expand presence of its value and specialty formats. During the year, Reliance Retail opened 90 new stores spanning across 'value' and 'specialty' segments. In-store initiatives, wider product choice and value merchandising enabled the business to achieve robust growth during this period. Products & Brands The Company expanded into textiles in 1975. Since its initial public offering in 1977, the Company has expanded rapidly and integrated backwards into other industry sectors, most notably the production of petrochemicals and the refining of crude oil. The Company from time to time seeks to further diversify into other industries. The Company now has operations that span from the exploration and production of oil and gas to the manufacture of petroleum products, polyester products, polyester intermediates, plastics, polymer intermediates, chemicals and synthetic textiles and fabrics. The Company's operations can be classified into four segments namely:

Petroleum Refining and Marketing business Petrochemicals business Oil and Gas Exploration & Production business Others

The Company has the largest refining capacity at any single location. The Company is:

Largest producer of Polyester Fibre and Yarn 5th largest producer of Paraxylene (PX) 5th largest producer of Polypropylene (PP) 8th largest producer of Purified Terephthalic Acid (PTA) and Mono Ethylene Glycol (MEG)

Growth through Recognition Reliance has merited a series of awards and recognitions for excellence for businesses and operations. Leadership

Mukesh Ambani, Chairman & Managing Director, RIL, has been nominated to a 'key advocacy group of Millennium Development Goals', whose mandate includes finding ways to fight socio-economic evils such as poverty, by the United Nations in 2010.

Mukesh Ambani has been re-elected as Vice Chairman of the Business Council for Sustainable Development's (WBCSD) Executive Committee for a second consecutive term in 2010.

The Foundation Board of the World Economic Forum (WEF) elected Mukesh Ambani on its Board. WEF's mission is to improve the state of the world and the elected board members make valuable contributions to this mission through their involvement.

Mukesh Ambani received the prestigious 'Dwight D Eisenhower Global Leadership Award' at the Business Council for International

Understanding's Annual Global Awards Gala in 2010.

The Asia Society, New York presented the 'Global Vision Award' to Mukesh Ambani, honoring global leaders who help promote understanding between Asians and Americans in 2010.

Mukesh Ambani received the NDTV Profit Business Leadership Award 2010 from the Finance Minister, Government of India in 2010.

The senior editors of Financial Chronicle unanimously voted Shri Mukesh Ambani as 'Businessman of the Year for 2010'.

Retail

Reliance Footprint received the Retailer of the Year Award in the Non Apparel and Footwear category at Asia Retail Congress 2010.

Reliance TimeOut received the Retailer of the Year Award in the Leisure Category at Asia Retail Congress 2010.

Vision Express was bestowed the 'Award 2010' for its contribution by the Netherlands India Chamber of Commerce and Trade in 2010.

Reliance Trends received the 'Retail Marketing Campaign of the Year Award' at the Asia Retail Congress 2010.

Reliance Trends received the 'Impactful Retail Design and Visual Merchandising of the Year Award' at the Asia Retail Congress 2010.

Loyalty programmes in Reliance fresh

1. Membership card 2 Purchase offers 3. Mobile service 4. Insurance facility 5. Home Delivery 6. Feedback facility

1. Membership card: Provide membership card under the name of Reliance One. By using this card, for every Rs 100/- that you spend, you earn 1 reliance point . You can redeem your points once you accrued a minimum of 25points. Reliance One membership card provide accident insurance for Rs 50000/- absolute free.

2. Purchase offers :Various purchase offers are provided by Reliance fresh. Extra value: Buy two products get some free products. Value added: This is the scheme provide by Reliance fresh to produce companies own product such as Reliance fresh milk, Atta etc. 3. Mobile service: If customer recharges their mobile in RF than they get reward point. 4. Insurance facility: Reliance Retail Insurance Broking Ltd. Provide 2 wheeler insured. It covers Loss or damage to vehicle due to natural calamities, manmade calamities, personal accident cover, and third party legal liability. 5. Home Delivery: RF also provides home delivery facility to their customer. 6. Feed Back Facility: RF also concentrates on their service so they easy feedback policy. 7. Advertisement likes: Pamphlets, Banners, and Newspapers. 8. Discount Schemes: Product Based discount schemes and Day-to-Day discount schemes. 9. Gifts to the Customer: RF also provides free gifts facility to their customer.

RESEARCH METHODOLOGY Market research design Data source Research approach Research instruments Types of question : : : : : Descriptive cum Exploratory Primary & secondary Survey method Questionnaire Close as well open ended, Likert Scale, Ranking Scale Sample size Mode of data collection : : 40 samples Respondents to be chosen randomly. (Random Sampling) Sample Size A sample size of 40 people was selected to do this project, which was random sampling keeping in mind the basic criteria. Field Work The research was done for a period of two week in which convenience stores were covered in gurgaon. Then I collected data from the respondents. Statistical Tools In my research, I used some statistical tools like: hypothesis, ranking scale, Likert scale, table, & graph, etc. I used hypothesis for to know the association between age and switching of brand preference. Table & graph used for analysis of data. Research Design Research design is the plan for a study that will lead to the most economical method for collection of the required data and their analysis. The present study is descriptive cum exploratory in nature, for it seeks to discover the ideas and insights and to bring out new relationships.

Sample Design In most of the research studies, the amount of work is always limited by shortage of time and resources within these limitations, for the present study the sample is selected stratified random sample. Data Collection Method In fact, the data collection is a basic step and of vital importance, on which success or failure of the study depends. All marketing researchers can adopt two sources for investigation. a) Primary data b) Secondary data In this present study, we have used the method of primary and secondary data collection. I collect data with the directly response of respondents. The survey technique is used to collect the data through observation method personal interview & telephonic interview. Used method for data collection: Questionnaire method: The questionnaires used by me for the purpose of data collection were of structured type (Non-disguised). Contact method: In order to derive information for the intended Company, it was elementary for me to search for a link which could enable me to conduct a research in that company.

CHAPTER- 6
DATA ANALYSIS AND INTERPRETATION

SWOT ANALYSIS

SWOT analysis - an analysis of strengths and weaknesses of the organization and the opportunities and threats from the external environment. S and W relate to the company, and O and T to the external environment of the organization. According to the results of situation analysis can be assessed, whether the company internally and resources to realize the opportunities and confront threats, and what internal weaknesses require early removal.

Strengths The "Strengths" portion of the banking industrys SWOT analysis is a list of the internal operational elements where the banking industry is succeeding or excelling. These elements need to refer to features the industry can control and has a direct power to change. For example, the banking industrys strengths can include record -high annual returns, diversified investment portfolio offerings, decreases in transaction and trading fees, an increase in the number of ATM machines and increased market share. Weaknesses The "Weaknesses" element of the banking industrys SWOT analysis is a list of the internal operational elements the banking industry needs to improve upon. These elements need to refer to features the industry can control and has a direct power to change. For example, the banking industry's weaknesses can include high loan rates, low bond credit ratings, an increased number of outstanding junk bonds, an increase in loan-sharking activity and an increased number of high-risk investment options. Opportunities The "Opportunities" part of the banking industrys SWOT analysis is a list of the external environmental elements the banking industry can potentially take advantage of in the near future or long-term. These external environmental elements should not reflect the internal components of the industry, but rather the factors or features outside the industrys control.

For example, the banking industrys opportunities can include a growing economy, banking deregulation, increased client borrowing, an increase in the number of banks, an increase in the money supply, low government-set credit rates and larger customer checking account balances. Threats The "Threats" component of the banking industrys SWOT analysis is a list of the external environmental elements that can potentially harm the banking industry. These external environmental elements do not reflect the internal components of the industry, but the factors or features outside the industrys control. For example, the banking industrys threats could include a declining economy, increased banking regulations, larger capital gains taxes, new high-risk investment vehicles or higher health care costs.

PESTE-ANALYSIS

THE MACRO-ENVIRONMENT A commonly used method of quantifying the macro external environment is with a PEST analysis. PEST is an acronym which divides the macro-environment into four areas Political, Economic, Social, and Technological, examples of which are shown below. Political environmental factors:

Trading agreements Tax rules Employment regulation Environmental legislation Legal issues

Economic environmental factors:

Recession Interest rates Exchange rates Rate of inflation Population wealth Growth of the housing market

Social environmental factors:

'Green' behavior Eating habits Shifts in attitude Population demographics Attitudes to career

Technological environmental factors:

Emergence of new communications channels Improved production processes Advances in computing and the internet New technologies such as electric vehicles Automation Reduced cost of materials

MICRO-ENVIRONMENT The micro-environment includes factors which are still not directly under the control of the company, but more directly relevant to strategy such as consumer trends, stakeholders, suppliers and competitors. Some example items are listed below.

Summary of your market segment Market growth, trends and competition Potential new markets Direction from shareholders Supplier costs and service quality

QUESTIONNAIRE ANALYSIS
1. Do you know about any convenience store i.e. Reliance fresh & Subhiksha? Table 1.1 Awareness of convenience stores Response YES NO Respondents 38 02 Percentage 95% 5%

Source: Field response data

5%

YES NO 95%

Graph 1.1 Awareness of convenience stores Interpretation: The awareness level of convenience stores in gurgaon is very good and now most of the people aware about the convenience store. The 95% people aware about the convenience stores.

2. Have you purchased any product from any convenience stores? Table 1.2 Use of Product

Response YES NO

Respondents 38 00

Percentage 100% 00%

Source: Field response data

120% 100% 100%

80%

60%

Series1

40%

20% 0% 0% YES NO

Graph 1.2 Use of Product Interpretation: In the research the 38 or 100% respondents gave positive response. They all brought product from convenience stores.

3. What attributes did attract you to purchase product from convenience stores? Table 1.3 Influences of Attributes Attribute Price Schemes Quality Easy Availability Shop Display Rank1 5*1=5 Rank2 5*2=10 Rank3 Rank4 Rank5 3*5=15 1*5=5 1*5=5 5*5=25 30*5=150

16*3=48 9*4=36 10*4=40 5*4=20

11*1=11 13*2=26 4*3=12 17*1=17 10*2=20 5*3=15 4*1=4 2*1=2

10*2=20 10*3=30 9*4=36 0*2=0 2*3=6 4*4=16

Source: Field response data Attributes Price Schemes Quality Easy Availability Shop Display Total 109 94 77 115 174 Rank 3 2 1 4 5

Rank
6 4 2 0 Price Schemes 3 4 2 1 Quality Easy Shop Display Availability 5 Rank

Interpretation: In this response I found that when the customer purchased any product from convenience store then what attributes did attract to the customer.

4. Do the Loyalty programmes influence the purchase decision?

Table 1.4 Influences of Loyalty Programmes Response Strongly Agree Agree Neutral Disagree Strongly Disagree Source: Field response data Respondents 15 18 03 02 00 Percentage 40% 47% 08% 05% 00%

0.5 0.4 0.3 0.2 0.1 0

40%

47%

8%

Series1 5% 0% Series2 Series1 Series2

Strongly Agree Agree

Neutral

Disagree

Strongly Disagree

Graph 1.4 Influences of Loyalty Programmes

Interpretation: 87% people were agreed, 8% people were neutral and 5% people were disagreeing. Most of response is positive.

5. Does Price influence on customer purchase decision in convenience store? Table 1.5 Influences of Price Response Strongly Agree Agree Neutral Disagree Strongly Disagree Respondents 08 15 08 05 02 Percentage 21% 39% 21% 13% 06%

Source: Field response data

0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 Strongly Agree Agree Neutral Disagree Strongly Disagree 13% 6% 21% 21% Series1 Series2 39%

Graph 1.5 Influences of Price

Interpretation: According to the survey about 60% of the respondent agree on this fact and rest of the respondent said that the price is not an important consideration while buying they look for quality, brand and loyalty program. 21% respondents were neutral because they dont consider the price when they purchase and 19% were disagreeing.

6.

Do you think that membership cards create loyalty among the

customers? Table 1.6 Membership card Create loyalty Response Strongly Agree Agree Neutral Disagree Strongly Disagree Source: Field response data Respondents 10 15 06 05 02 Percentage 26% 39% 17% 13% 5%

0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 Strongly Agree 26%

39%

17% 13% 5%

Series1 Series2

Agree

Neutral

Disagree

Strongly Disagree

Graph 1.6 Membership card Create loyalty Source: Field response data Interpretation: Membership card create loyalty among the customers. There 65% respondents were agreed and 17% were neutral and 18% respondents were disagreed because they think that membership card is not good tools of loyalty. But most of the response was positive they were in favour with membership card.

1.

Does Quality effect on customer purchase decision in convenience

store? Table 1.7 Effect of Quality Response Strongly Agree Agree Neutral Disagree Strongly Disagree Source: Field response data Respondents 13 10 09 03 03 Percentage 34% 26% 24% 08% 08

0.35 0.3 0.25 0.2 0.15 0.1 0.05 0

34%

26%

24%

Series1 Series2 8% 8%

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Graph 1.7 Effect of Quality Source: Field response data

Interpretation: In the purchase decision quality of the product is one of the important factors. But it was considered by customers with less positive response. As date also shows that about 60% of the respondent either agree or strongly agree on this aspect and 24% respondents were neutral because they think that quality does not influence to the customers in convenience stores because they find same quality in the another market and 16% respondents were disagree because they think that these stores provide same quality like as another market. 2. Does the Discount schemes attract to the customers in convenience

stores? Table 1.8 Influences of Discount Schemes Response Strongly Agree Agree Neutral Disagree Strongly Disagree Source: Field response data Respondents 13 17 06 02 00 Percentage 34% 45% 16% 05% 00%

0.5 0.4 0.3 0.2 0.1 0

45% 34%

16% Series1 5% 0% Strongly Agree Agree Neutral Series2 Series1 Disagree Strongly Disagree Series2

Graph 1.8 Influences of Discount Schemes Source: Field response data Interpretation: In the purchase decision discount schemes of the product is one of the important factors considered by customers. As date also shows that about 89% of the respondent either agree or strongly agree on this aspect. 16% respondents were neutral and 5% were disagreeing. Positively respondents think that discount provide products on reasonable price. And disagreed respondents think that firstly they keep high price then they provide product on discount. So they are not satisfied with this aspect. 3. Does the home delivery attract to the customers for purchase in

convenience store? Table 1.9 Influences of Home delivery Response Strongly Agree Agree Neutral Respondents 10 16 06 Percentage 26% 42% 16%

Disagree Strongly Disagree Source: Field response data

05 01

13% 03%

13%

3%

26%
Strongly Agree Agree

16%

Neutral Disagree Strongly Disagree

42%

Graph 1.9 Influences of Home delivery Source: Field response data Interpretation: Home delivery is also influence the purchase decision. Because if you get products on order in the home so it more attractive program among the customers. There 68% respondent were with positive response. But 16% respondents were neutral with this tool because they think that almost every retailer provide home delivery facility and 16% respondents were disagree because they think that they provide product at home but most of the time it do not meet the order & requirement and then we have to accept to this product. 4. Does the Advertisement influence on customer purchase decision? Table 1.10 Influences of Advertisement Response Strongly Agree Respondents 06 Percentage 16%

Agree Neutral Disagree Strongly Disagree Source: Field response data

19 07 04 02

50% 18% 11% 05%

Strongly Disagree Disagree Neutral Agree Strongly Agree 0

5% 11% 18% 50% 16%

0.1 0.2 0.3 0.4 0.5 Series2 Series1

Graph 1.10 Influences of Advertisement Source: Field response data Interpretation: According to our survey about 70% of the respondents said that their purchase decisions were influenced by advertisement. In the purchase decision advertisement of the product is one of the important factors considered by customers. As date also shows that about 66% of the respondent either agree or strongly agree on these aspect.18% respondents were neutral and 16% were disagreeing. Positively respondents think that advertisement provides information regarding products & price. And disagreed respondents think that most of the time advertisements do not attract the customers. 5. Does Shop display attract to the customers for purchase in

convenience stores?

Table 1.11 Influences of Shop Display Response Strongly Agree Agree Neutral Disagree Strongly Disagree Source: Field response data Respondents 03 11 14 08 02 Percentage 08% 29% 37% 24% 05%

0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 Strongly Agree Agree Neutral Disagree Strongly Disagree 8% 5% 29% 24% Series2 Series1 37%

Graph 1.11 Influences of Shop Display Source: Field response data Interpretation: Shop display is important tool for to attract the customers. Because these are structured and good looking stores. But in my research the respondents did not give positive response with shop display. They said that now a days shop display does not attract to the customers. Because now a days these are normal and every retailer try to make good shop display. So there 37% respondents

were agreeing, 29% respondents were disagreeing and 37% were neutral. So they do not prefer shop display. 1. Does family members influence on purchase decision?

Table 1.12 Influences of Family Members Response Strongly Agree Agree Neutral Disagree Strongly Disagree Source: Field response data Respondents 05 12 12 06 03 Percentage 13% 32% 32% 16% 08%

0.35 0.3 0.25 0.2 0.15 0.1 0.05 13% 16% 8% Agree Neutral Disagree Strongly Disagree 32% 32% Series2 Series1

0 Strongly Agree

Graph 1.12 Influences of Family Members Source: Field response data Interpretation: Family is the most important consumer-buying organization in society. Family members constitute the most influential primary group. Influence

of family members in high involvement product category is not more According to survey about 45% of the respondent said that their purchase decisions were influenced by family members. So there family members are less interesting, and they say that they dont take interest into choice of another. About 32% respondents neither agree nor disagree on this point. And about 24% respondents were not in fovour this aspect. 2. Influence of peer group on purchase decision in convenience stores?

Table 1.13 Influences of Peer group Response Strongly Agree Agree Neutral Disagree Strongly Disagree Source: Field response data Respondents 5 13 16 04 00 Percentage 13% 34% 42% 11% 00%

0.5 0.4 0.3 0.2 0.1 0 Strongly Agree Agree 13% 34%

42%

11% 0% Neutral Series2 Series1 Disagree Strongly Disagree

Series1 Series2

Graph 1.13 Influences of Peer group Source: Field response data

Interpretation: Besides from the family members, our most of time spend with our peer group. Our living style affected by the group to which we belong, and our buying behavior is also influence by the friends and relatives. According to my survey about 47% respondents said that peer group influenced their purchase decisions. And especially in the case when a person did not have the sufficient knowledge about the product or brand the influence is more. But 42% respondents were neutral because they said that we purchase self according to their choice, so the peer group does not influence the purchase decision. So like this 11% respondent were disagree with this aspect. 3. Are you regular customer of any convenience store?

Table 1.14 Regularity of the Customers Response YES NO Source: Field response data Respondents 20 18 Percentage 53% 47%

54% 53% 52% 51% 50% 49% 48% 47% 46% 45% 44% YES NO Series1

Graph 1.14 Regularity of the Customers Source: Field response data Interpretation: Here 53% respondents were said that we are regular customer of the convenience stores. But 47% respondents were said they are not regular customer.

4.

Which loyalty program influence to the customers for purchasing in

convenience stores? Table 1.15 Preference of loyalty programmes Factors/ Rank Membership card Discount schemes 17*1=1 9*2=18 8*3=24 2*4=8 2*5=10 3*1=3 10*2=20 6*3=18 12*4=48 7*5=35 Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Home delivery Purchase offer Customer feedback

13*1=13

8*2=16

5*3=15

7*4=28

5*5=25

6*1=6

2*9=18

3*11=30

6*4=24

6*5=30

2*1=2

4*2=8

5*3=15

8*4=32

19*5=95

Factors Membership card Discount schemes Home delivery Purchase offer Customer feedback

Total 124 89 97 111 152

Ranks 4 1 2 3 5

Source: Field response data

Preference of loyalty programmes

Ranks
Customer feedback Purchase offer Home delivery Discount schemes Membership card 0 1 2 3 4 1 4 5 2 3 Ranks 5

Graph 1.15 Preference of loyalty programmes Interpretation: In this response I studied that which loyalty program customer prefer. They give first rank to discount schemes, then they prefer home delivery they think that home delivery most influence to their purchase decision. Then they prefer purchase offer, purchase offer also influence to the customer purchase decision. Then fourthly they prefer membership card. Customers said that membership cards is not effective tools because it is beneficial for regular customer. One time customer cannot take benefit of this tool. So they prefer less compare than other tools. At last they prefer customer feedback. Customer feedback is also beneficial tools for loyalty if the convenience store take feedback from the customers and then they consider their negative point it will be improve the features of convenience store and will increase the regularity of the customers. 5. Will you like to switch your convenience store preference if you get

some promotional scheme with another brand in another market? Table 1.16 Brand Preferences of convenience store Response YES Respondents 25 Percentage 66%

NO Source: Field response data

13

34%

34%

YES 66% NO

Graph 1.16 Brand Preferences Interpretation: In my research I found that 53% respondents are regular & 47% respondents are not regular. If someone will provide different look from convenience store then the customers will switch the convenience store preference. 66% respondents gave negative response if another will provide better product than our preference then they will switch and 34% respondents said that they will never switch the brand. They will prefer our convenience store. Findings of the survey: 1. In this research I found that people are more aware regarding

convenience stores. Most of respondents give positive response they have knowledge about convenience stores. (Table 1.1) 2. 87% people said that they influence with loyalty programmes. Loyalty

programmes influence to the customer for purchasing decision. (Table 1.4)

3.

People mostly prefer the quality of the product. In the loyalty

programmes firstly they want quality. After this they prefer other things like price, discount schemes, home delivery. (Table 1.7) 4. Discount schemes most influence to the customers after than quality.

They think that discount schemes more attract to the customers. But most of the time they do not prefer discount. Because they get some extra benefit with product.(Table 1.8) 5. Price does not more influence to the customers. Because they think that

price does not matter if we are going in retail store for purchasing and they also provide products on reasonable price.(Table 1.5) 6. The customers think that the shop display does not affect the purchasing

decision. It is not helpful for attracting to the customers. Customers think that now it is common thing every retailer makes good shop display. So shop display does not attract to the customers. (Table 1.11) 7. Easy availability also influences to the customers but it is not more.

Because they think that most of the retailers provides every products on any time.( Table 1.3) 8. Membership card create loyalty among the customers. This loyalty

program fully attract to the customers they responded me that they are strongly agree with membership card. Because it extra saving of the customers.(Table 1.6) 9. These stores mostly open in residential areas and they also provide home

delivery facility to the customers. So it most attractive loyalty program of convenience stores. And mostly responded that mostly they influenced by home delivery But many people said that they do not provide proper product according to order.(Table 1.9) 10. In my research I found that mostly respondents said that the

advertisement does not influence to the customers. Because these companies not display their ads. But sometime advertisement influence the purchase

decision like as Discount ads, ads of purchase offer on special occasions, etc.(Table 1.10) 11. Mostly people said that they are not strongly agreed with the influence

of family members. Because our family members do not force for purchase decision. But most of the times they give advice for purchasing in convenience store. So some people agree with this loyalty program.(Table 1.12 & 1.13) 12. Customer loyalty, not customer satisfaction, is key to the success of an

organization, and customer loyalty is fostered when an organization excels along two dimensions: Design of its Products - including its Service Products, Operational Execution - or Conformance - to the Design. 13. Many companies focus on rewarding customers who have repeat Such reward programs have their place in assuring customer

purchases.

loyalty. However, if the product or service doesn't meet customer needs, no reward program will keep them returning. For success in the long run, an organization must: Continuously improve. 14. Quickly identify and resolve problems to the customer's satisfaction -- or

more Learning is the root of continuously improving design and execution, and the life blood of learning is feedback. Strong, effective customer feedback loops do not just happen. Structured, comprehensive research programs are necessary to provide the data upon which to develop projects and initiatives to improve customer loyalty. Rewards Programs the key challenge in developing an effective rewards program is researching the key elements that will drive loyalty. Many companies assume those gifts will drive return purchases. That might prove to be a bad assumption. SUGGESTION OF STUDY 1. Company should identify their customers for increasing the sales

and for to make the loyal customer.

2. retention. 3. days. 4.

Manage the customer selection before you manage customer Focus on share-of-wallet. Consumer polygamy is the rule these

Make sure that your loyalty efforts are mutually beneficial and not

tilted too heavily in your favor. 5. Satisfied and loyal employees can help, but customer satisfaction

and loyalty often happen without them. 6. hand. 7. Make effective discount schemes for the repurchase of the Customer loyalty and brand imagery must be managed hand-in-

products. So that customers can make loyal of the company. 8. Loyalty programmes should be like that they can influence to the

customers by peer group and family influence. 9. Loyalty should be extra beneficial for the family members so that

they can influence to the customers. 10. Home delivery is effective tool for retailer for increasing the sales.

Should be providing something extra facility with home delivery like- credit facility. 11. Customer feedback should be follow by the company for taking

the response regarding their products & services. 12. Shop display is also attractive loyalty tool for increasing

repurchase. But these days nobody consider the shop display. Now should be improve the shop display and make good structure of store. 13. Retailers should improve the more quality and provide good

quality on reasonable price. 14. Convenience stores should provide availability of every product

so that customer can easily purchase. And also provide some extra variety of products to the customers.

15. 16. country.

More emphasis should be on promotional activities. The company should open more and more franchise in the

CONCLUSION In this project I study to the customer response regarding the effect of customer loyalty programmes in different convenience stores. There my objectives are following:
1.

To study the Customer Loyalty Programmes in different

convenience stores.
2.

To know that how they attract to the Customers for purchasing in

the convenience stores.

3.

To know the Effect of Loyalty program on customers.

For to achieve these objectives I focused on company profile, customer loyalty programmes of different convenience stores then I studied the loyalty programmes. And study that programmes how does the work, what are the tools for the customer loyalty. For to do this project I used the descriptive cum exploratory research design, primary and as well as secondary data collection method, questionnaire as a tool for to collect the primary data with the directly response of the customers then I select the 40 respondents randomly and took their opinion regarding loyalty programmes of convenience stores. I visited in gurgaon for taking the response of respondents and I also visited at nearest convenience store in Rohtak then I took information from the concern person of the store and I also visited at cybercaf for collecting the secondary data. So here in this study I found

that most of the respondents are aware about convenience stores and they have purchased also from these stores. But due to this awareness I found some limitations regarding loyalty programmes of stores and then I gave some Suggestations with the help of questionnaire for to improve the loyalty of the customers in convenience stores. 1. Do you know about any convenience store i.e. Reliance fresh &

Subhiksha? __________ Yes __________ No _________ dont know

2.

Have you purchased any product from any convenience stores? _____________ No

__________ Yes

3.

What attributes did attract you to purchase product from convenience

stores? Please Rank these attributes. _____ Price _____ Schemes _______Quality ______Easy Availability

_____ Shop Display.

4.

Does Loyalty Program influence the purchasing decision? ______ Agree _______ Natural

______Strongly Agree ______ Disagree

______Strongly Disagree

5. store?

Does Price influence on customer purchase decision in convenience

______Strongly Agree

______ Agree

_______ Natural

______ Disagree

______Strongly Disagree

6.

Do you think that membership cards create loyalty among the

customers? ______Strongly Agree ______ Disagree ______ Agree _______ Natural

______Strongly Disagree

7. store?

Dose Quality effect on customer purchase decision in convenience

______Strongly Agree ______ Disagree

______ Agree

_______ Natural

______Strongly Disagree

8.

Does the Discount schemes attract to the customers in convenience

stores? ______Strongly Agree ______ Disagree ______ Agree _______ Natural

______Strongly Disagree

9.

Does the Home delivery attract to the customers for purchase in

convenience stores? ______Strongly Agree ______ Disagree ______ Agree _______ Natural

______Strongly Disagree

10.

Does the Advertisement influence on customer purchase decision? ______ Agree _______ Natural

______Strongly Agree ______ Disagree

______Strongly Disagree

11.

Does the Shop display attract to the customers for purchase in

convenience stores? ______Strongly Agree ______ Disagree ______ Agree _______ Natural

______Strongly Disagree

12.

Influence of family members on purchase decision in convenience

stores? ______Strongly Agree ______ Disagree ______ Agree _______ Natural

______Strongly Disagree

13.

Influence of Peer group on purchase decision in convenience stores? ______ Agree _______ Natural

______Strongly Agree ______ Disagree

______Strongly Disagree

14.

Are you regular customer of any convenience stores? __________ No

__________ Yes

15.

Which loyalty program influence to the customers for purchasing in

convenience stores? _____Membership card _____ Discount schemes _____Home Delivery

_____ Purchase offers

_____ Customer feedback

16.

Will you like to switch your convenience store preference if you get

some promotional scheme with another brand in another market? __________ Yes __________ No