A STUDY ON IMPACT OF LOYALTY CARDS ON THE CUSTOMER BUYING BEHAVIOUR AT PANTALOONS WITH REFERENCE TO INDORE CITY

Conducted By: Neeraj Wadhwani

RATIONALE OF STUDY
The main aim of this research is to study the impact of loyalty cards on the consumer purchase behavior at pantaloon and thus also to bring out the ways consumers perceive a loyalty program to be. The study is also conducted to determine the factors which consumers appreciate in a loyalty program the most.

OBJECTIVES
Impact

of loyalty cards on the consumer buying behaviour at pantaloons.

To

study the impact of loyalty cards on the sale of pantaloons.

RESEARCH METHODOLOGY

Research Design:

Exploratory Research

Sampling Design:
Population: Sample Size: Sample Technique:

Indore 100 Selective random Sampling

DATA COLLECTION

Primary Data Primary data is to be collected through self design questionnaire filled by sample respondents through face to face interaction and by meeting them in personally. Secondary Data The secondary data used for their study are inclusive of the data collected from the internet, research papers and magazines.

DATA ANALYSIS
The data analysis of the above study was done by various methods like

Percentage analysis, Chi- square test, Mean method.

DISCUSSIONS & RESULTS

The study indicates that majority of people were male & constitutes 56%. Ambience of pantaloons store enables the customers more than the others factors to revisit the store. Most of the people purchase from the store once in a month.

DISCUSSIONS & RESULTS

The average amount spend by the customer while shopping is in the range of 500-2000.
58% of the people are aware about the loyalty program of pantaloons. 41% of the people have loyalty card of pantaloons.

DISCUSSIONS & RESULTS

61% of the people are aware about the benefits of availing the loyalty cards.

92.6% of the loyalty cardholders agree that their purchase bills have been increased due to the loyalty card offers. Customers want loyalty cards of pantaloons because of the discounts available to the card holders.

CONCLUSION
The research project helped us to study about the customer buying behaviour.
It helped us to interact with the real time customers from the shop floor, through the face to face interviews and surveys we conducted, it enabled us think and research from the view point of the actual needs, wants and requirements of the customers and to analyze if there was a gap between the actual need and the one which was being offered to them.