PROJECT PROPOSAL

TITLE:

A Study on Analysis of Consumer Buying Behaviour and Its Impact on CRM in Organized
Retail Sector.

INTRODUCTION:

The Main aim of this study is to explore the influencing factors of Customer’s buying
behaviour in retail stores based on Price, Place, Promotion, Product, People, Physical
evidence and Process. Since, Customer loyalty and Customer Satisfaction are Consider to be
a Key Factors for the Success of any Organization , Customer Relationship Management
(CRM) is known to be one of the best strategies to achieving customer satisfaction and
loyalty targets.

PROBLEM STATEMENT:

The Indian retail industry is one among the world's fastest-growing. Consequently, it is
important to gain insights into customer purchasing behaviour factors so that advertisers and
companies can match their strategies with consumer preferences and thereby maximize their
market leadership.

OBJECTIVE:

 To know the need for studying Consumer Behaviour.

 To study the factors of consumer buying behaviour in organised retail store.
 To study the impact of CRM on the Retail industry in India.
 To evaluate the influence of factors of consumer buying behaviour on buying
intention.
 To analyse the changes that brings out from the evaluation of factors affecting
consumer buying behaviour in retail sectors.
METHODOLOGY:

 The Primary Data will be Collected with the help of structured questionnaire for
which random sampling technique will be used.
 The Secondary Data will be collected through the research reviewed articles related to
research objective that appeared in the scholarly literature, key journals, etc.
 With the help of these data’s hypothesis will be framed and tested and following
outcomes will be noted.

LIMITATIONS:

 Some of the respondents may not give accurate information, as they may not like to
reveal their actual identity.
 There may be some positive and negative biases of the respondents.
 It is hard to conclude the overall CRM strategy used in retail industries by analyzing a
few retail markets.

NAME : GANESH GOWTHAM B

REG NUMBER : 1911033

MBA/PGDM : I YEAR MBA

GUIDE : Dr. K. VIGNESH