SUMMER TRAINING PROJECT REPORT

(MBA - 035)

ON
A STUDY ON CUSTOMER LOYALTY PROGRAM TO RETAIN
THE CUSTOMERS AT PANTALOONS
RETAIL STORE

at BAREILLY
Submitted in Partial Fulfillment of
Master of Business Administration (MBA)

Programme: 2012 -14

Of

Gautam Buddh Technical University, Lucknow

SUBMITTED BY
WASIT ALI
MBA - 3rd SEMESTER
ROLL NO. 1201470047

Faculty of Management Science

S.R.M.S. College of Engineering & Technology, Bareilly
(014)

CERTIFICATE OF ORGANISATION

Shri Ram Murti Smarak College of Engineering & Technology, Bareilly

(U.P.)Faculty of Management Science
Certificate

This is to certify that Mr. Wasit Ali a regular student of MBA 2012 Batch has undergone Summer
Training in Pantaloons Retail Limited, Bareilly on the topic of A STUDY ON CUSTOMER
LOYALTY PROGRAM TO RETAIN THE CUSTOMERS AT PANTALOONS RETAIL STORE
BAREILLY for a period of six week commencing from 6 June 2013 to 21 July 2013.
This Summer Training Project Report embodies the facts and figure collected and interpreted by
him during the course of Training.

This Certificate is issued by the undersigned on the basis of the Summer Training Certificate of the
organization in which the student completed the Summer Training during above period.

(Anant Kumar Srivastava)

Date:

Head - MBA

Place: Bareilly

DECLARATION

I Wasit Ali hereby declared that the project report entitled A STUDY ON
CUSTOMER LOYALTY PROGRAMME TO RETAIN CUSTOMERS AT
PANTALOONS RETAIL STORE BAREILLY under guidance of Ms. Ankita
Tondon and under supervision of Mr. Lovelesh Kumar Sharma, HR Pantaloons
Limited Bareilly submitted in partial fulfillment of the requirement of the award of
the degree of MBA Program GAUTAMBUDDH TECHNICAL UNIVERSITY in my
original work.

Wasit Ali
MBA IIIrd sem
ROLL.NO-1201470047

PREFACE

This report has been prepared to have a received of what I have done & learned about
Marketing in retail Industry. This report contains a basic introduction of retail industry &
customer loyalty. I hope that this report provides sufficient information regarding my
work on the project. I would consider my efforts to be fruitful if it proves useful to
somebody at latest stages.

Wasit Ali
MBA IIIrd sem
ROLL.NO -1201470047

Acknowledgement
Behind every achievement lies an unfathomable sea of gratitude to those who have
extended their support and without whom it ever has come into existence.

I would like to take this opportunity to thank my project guide, Ms. Ankita Tondon and
my supervisor Mr. Lovelesh Kumar Sharma for their guidance and motivation without
whom the successful completion of this project would not have been possible. Therefore
constant support has given me an overall learning experience.

Furthermore I would like to thank all other team members whose valuable inputs have
helped me gain a better understanding of the project and the organization.

Wasit Ali
MBA IIIrd sem
ROLL.NO-1201470047

Contents

PART 1 About the organization

PAGE No.

1.1 Origin, vision & mission of organization.

1.2 Business profile.

16

1.3 Functional Areas.

17

1.4 Organizational structures.

18

1.5 Product/ Service ranges

19

1.6 Comparative performance of the organization

20

1.7 SWOT Analysis.

21

1.8 Marketing Strategies.

22

1.9 Business Processes.

27

PART 2

ABOUT STUDY

2.1 Introduction of the topic

61

2.2 Scope and objective(s) of the study

64

2.3 Research Design

68

2.4 Data analysis and interpretation

75

2.5 Findings, Recommendations & limitations

87 -91

2.6 Bibliography
2.7 Annexure

92
93 -95

EXECUTIVE SUMMARY

Marketing theory and practice has become more and more customer centered, and
managers have increased their emphasis on long-term client relationships because
loyalty, stronger relationships and therefore longer customer lifetimes likely are
associated with a greater degree of cross-buying, a more significant level of
transactions and therefore higher profits. This makes Customer retention rates and
customer share of category purchase as important metrics in customer relationship
management. and loyalty programs or frequency reward programs. Thus it is
important to find out whether these loyalty programs are influencing the buying
behavior of customers or not and if they are influencing then how impactful is
there influence.