A STUDY ON COSTUMER RETENTION MANAGEMENT

Title of the study

A study on Marketing Strategies with reference to Madan Distributors”.

Statement of the problem

Objectives of the study

 To understand the various marketing strategies of Madan Distributors.

 To interpret and analyse the impact of marketing strategies on customers.
 To know how Madan distributors differs from competitors.
 To understand preference of people and their mindset about clothing industry.
 To understand the Customer Satisfaction level of customers provided by Madan
Distributors.

Scope of the study

The study aims to understand the current marketing strategies adopted by Madan Distributors in
order to increase maximum number of customers.

Limitations of the study

There were certain limitations in undertaking this research work. As it is understood that the
limitations are a part of the project, they have been overshadowed by the benefits of the study.

 The research was conducted for a short duration.

 The response given by the respondents may be biased.
 The sample size of the research is small due to which the accuracy of the study
cannot be very high.

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 This study is restricted to only Bangalore. So, the results may not be applicable to
other cities.

Methodology of the study

Type of research:
“Research is a systematic inquiry to describe, explain, predict and control the observed
phenomenon. Research involves inductive and deductive methods.”
For this study descriptive reseach method was adopted
Descriptive Research

Descriptive research is defined as a research method that describes the characteristics of the
population or phenomenon that is being studied. This methodology focuses more on “what” of
the research subject rather than the “why” of the research subject.

Sampling method:
A sample is defined as a smaller set of data that is chosen and/or selected from a larger population
by using a predefined selection method. These elements are known as sample points, sampling

units or observations.

Simple Random sampling method

Simple random sampling is a sampling technique where every item in the population has an even
chance and likelihood of being selected in the sample. Here the selection of items completely
depends on chance or by probability and therefore this sampling technique is also sometimes
known as a method of chances.

Sample size:

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Sample size measures the number of individual samples measured or observations used in a
survey or experiment.

After due consultation with the company supervisor as well as with the college guide, also keeping
in mind the requirements of the company for the research, the sample size that was found to be
appropriate for the study was 20

DATA SOURCE:

Information in raw or unorganized form (such as alphabets, numbers, or symbols) that refer to,
or represent, conditions, ideas, or objects. Data is limitless and present everywhere in the
universe.

The task of data collection begins after a research problem has been defined. In this study data
was collected through both primary and secondary data source.

A. PRIMARY DATA

A primary data is a data, which is collected for gathering information first time and to analyze the
problem. In this study the primary data was collected among the consumers using questionnaire.

B. SECONDARY DATA

Secondary data consist of information that already exits somewhere, having been collected for
some other purpose. In this study secondary data was collected from company websites,
magazines and brochures.

Tools for data collection:

Questionnaire

A Questionnaire is a structured form, either written or printed, consists of a formalized set of

questions designed to collect information on some subject or subjects from one or more
respondents. In other words, a data collection technique wherein the respondents are asked to give

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answers to the series of questions, written or verbal, about a pertinent topic is called as a
questionnaire.

Interview

An interview is a conversation for gathering information. A research interview involves an

interviewer, who coordinates the process of the conversation and asks questions, and an
interviewee, who responds to those questions.

Observation

Observational research is a type of co relational (i.e., non-experimental) research in which a

researcher observes ongoing behavior. It is a social research technique that involves the direct
observation of phenomena in their natural setting.

Plan of Analysis

STATISTICAL TOOL : SIMPLE PERCENTAGE ANALYSIS

Percentage refers to a special king of ratio in making comparison between two or more data and
to describe relationships. Percentage can also be used to compare the relation terms between two
or more sources of data.

Percentage of respondents = Number of respondents * 100

Total respondents

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