FACTORS AFFECTING CUSTOMER LOYALTY AND RETENTIONSCHALLENGES FOR ORGANISED RETAILERS IN DELHI AND NCR.

PART TWO
DESIGNING RESEARCH AND PRIMARY DATA
COLLECTION TOOLS
(Questionnaire, Interview, Observations or Experiment)

RESEARCH DESIGN AND RESEARCH TYPEResearch design involves gathering data that describe events and then organizes, tabulates,
depicts, and describes the data. It uses description as a tool to organize data into patterns that
emerge during analysis. Often uses visual aids such as graphs and charts to aid the reader.
Research designs are of two types:
Descriptive research (What is going on?)
Explanatory research (Why is it going on?)

Descriptive research: Descriptive research encompasses much government sponsored

research including the population census, the collection of a wide range of social indicators
and economic information such as household expenditure patterns, time use studies,
employment and crime statistics and the like. Descriptions can be concrete or abstract. A
relatively concrete description might describe the ethnic mix of a community, the changing
age profile of a population or the gender mix of a workplace.
Explanatory research: Explanatory research focuses on why questions. For example, it is one
thing to describe the crime rate in a country, to examine trends over time or to compare the
rates in different countries. It is quite a different thing to develop explanations about why the
crime rate is as high as it is why some types of crime are increasing or why the rate is higher
in some countries than in others.
Here in our research is a descriptive one as we have the dependent and independent variables
along with certain characteristics which influence these. We know that the variables have
effect of the characteristics and have formulated certain hypothesis on that. We are proving
that the hypothesis formed are true or not, we are not interested in how to control these.

 RESEARCH FLOW CHARTDiagram is in attached ppt.

In this research we are studying that the factors that affect the customer loyalty and if taken
care how it helps in retaining the customers, which is a big challenge for the retailers. We
have taken customer loyalty as a dependent variable, which in turns depends on perceived
value and loyalty incentives.
Customer loyalty is used to describe the behavior of repeat customers, as well as those that
offer good ratings, reviews, or testimonials. Some customers do a particular company a great
service by offering favourable word of mouth publicity regarding a product, telling friends
and family, thus adding them to the number of loyal customers. Customer loyalty has certain
characteristics like Profitability, Service quality, Price perceptions, Inertia and Indifference.
The independent variable perceived value of a product is the mental estimation a consumer
makes of it. Formally it may be conceptualized as the relationship between the consumer's
perceived benefits in relation to the perceived costs of receiving these benefits. The
independent variable perceived value has characteristics like Customer satisfaction, Product
image, Trustworthiness and Customer relationship.
The second independent variable loyalty incentives are the various benefits which are
provided by the retail sector to the customers in order to build the long term relationship with
the customers for their mutual benefits. This depends on Empathy, Assurance,
Responsiveness and Reliability.
The diagram shows the relation between the dependent and independent variables and their
characteristics with the help of the arrows. Each characteristics has certain impact on the
various variables.

 DATA COLLECTION INSTRUMENT-

For the collection of the data we are taking six items on each variable.
Questionnaire is as follows:
General information:
Name:
Gender:
Age:

__________________________________________
Male

Female

__________________________________________

Educational qualifications: __________________________________________

Profession:

__________________________________________

Profitability:
1. You find the products of high or good quality?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
2. Discounts are the reason to get back to store?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
3. You are getting the various schemes occasionally?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4.

Do you find seasonal discounts attractive?

_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

5.

Did the product matched the purpose for which you purchase it?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

6. Are you satisfied with the quality of the product?

_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
Service quality:
1. The products provided matched the expectation?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
2. You are getting wide variety of products under one roof?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
3. The products are easily accessible in the store?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4. You find the store hygienic?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5. You find the services of the store different from others?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
6. You are getting fresh stock in the store?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
Price perceptions:
1. You find price of the product reasonable than others?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

2. Your consumption will reduce with price rise?

_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

3. The store is giving free gifts with the products?

_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4. Do you find our prices reasonable?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5. Do you compare price with the prices of the competitors also while making purchase
decision?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

Inertia:
1. Is your friends opinions affect your buying decision?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
2. Do you make repeated buying of the same brand?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
3. Do you make conscious buying decision?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4. Have you ever checked new brands with similar products?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

Indifference:
1. ?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
2. ?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
3. ?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4.
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5.
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
6.
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
Customer satisfaction:
1. You are satisfied with the products?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

2. You are satisfied with the services provided by the store?

_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

3. You are getting new launches?

_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4. Are you satisfied with the after sales services?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5. Do you get any add ons?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
6. Are you the loyal customer to our retail store?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
Product image:
1. You are aware about the products?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
2. You buy products very frequently from this store?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
3. You are satisfied with the quality of the products?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4.
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

6.
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
Trustworthiness:
1. ?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
2. ?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
3. ?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5.
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
6.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

Customer relationship:
1. Are you satisfied with our services?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly

Agree

Disagree

2. Do you find our employees behaviour as per expectation?

____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
3. Is there is promptness in handling your grievances by the employee, if any?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
6.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
Empathy:
1. You exactly get what you want?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
2. ?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

3. ?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

4.
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
6.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
Assurance:
1. ?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
2. ?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
3. ?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
6.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

Responsiveness:
1. Is our employee behaviour up to mark?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
2. Do you find wide variety of options?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
3. ?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
6.
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
Reliability:
1. Are you happy with the services provided?
_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

2. Were you able to find the product for which you are looking?
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree

3. Do you find our products as per the standards?

_____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
4. Are
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
5.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree
6.
____________________________________________________________________
Strongly
Agree
Neutral
Disagree
Strongly
Agree
Disagree