Minor Project, 2010

Abstract

ENROLLMENT NO : 01511809909

NAME OF THE STUDENT: NITISH PANDEY

EMAIL ADDRESS : nitishp83@gmail.com

SUPERVISOR’S NAME : Mrs. Rani Rupam

ORGANIZATION : CDAC, Noida

SUPERVISOR’S EMAIL ADDRESS : ranirupam@cdacnoida.in

PROJECT TITLE : The Effectiveness of Customer Reward Programme As a Loyalty

Marketing Tool in Retail Sector
Abstract:

Relationship marketing is perceived as a leading trend in marketing and twenty-first century

consumers have evolved into becoming ‘increasingly promotion-literate’. An important effect
of this has been decrease in the reliance on traditional areas of marketing. In order for an
organisation to sustain a relationship with its customers it needs to offer benefits that are
important to them and at the same time difficult for competitors to replicate. It is stressed that
the aim is to transform indifferent customers into loyal ones and solidify the relationship. The
Customer Relationship Management (CRM) is a new revolution in the making.
The retail sector in India is adopting different forms of customer reward program to reward
the loyalty of their customers.

Purpose: The purpose of the study is to measure the effectiveness of customer reward
program as a loyalty marketing tool in Retail Sector.

Literature Review: A study of the previously published materials will be done with a view
to understand the dynamics of the customer reward programme and its impact on the
customer loyalty in retail sector.

Research Methodology: A primary research questionnaire will be administered to the

customers and the data collected will be quantitatively analysed to derive a valid conclusion
based on the objective of the study.

Accepted / Rejected
Date and Time of submission of Recommendations of the
the report by the student to the supervisor
supervisor

Signature of the supervisor with date

Approved/Not Approved
HOD/HOS