8 | P a g e ISSN (Online): 2581-5059 Website: www.mjbas.com
A Study on Customer Retention in Trigger Jeans, At Karamadai
T.Ramesh Kumar1 & Benhur John.C2
1Assistant Professor, Department of Commerce with Computer Application, Dr. SNS Rajalakshmi College of Arts and Science Coimbatore, Tamilnadu, India. 2M.Com CA, Department of Commerce with Computer Application, Dr.SNS Rajalakshmi College of Arts and Science Coimbatore, Tamilnadu, India.
Article Received: 03 June 2019 Article Accepted: 05 August 2019 Article Published: 13 October 2019
OBJECTIVES OF THE STUDY
The primary objective is to study the customer retention in Trigger Jean.
To study the customer preference for using Trigger Jean.
To identify the level of gender using the Trigger Jean.
REVIEW OF LITERATURE
MICHEAL LOWENSTEI (1997) As the author of CUSTOMER RETENTION, my purpose in writing the book
was to present the mindset, plus measurement tools and metrics, needed to create customer loyalty. Customer
loyalty is built on a solid foundation of perceived value, rather than satisfaction, or even delight. Satisfaction tends
to represent a passive, reactive relationship with the customer, while retention and loyalty require more proration,
closer contact, and greater anticipation of customer needs. The book makes the case for this, and shows how to
bring loyalty processes into any organization for greater sales and profit.
HENNIG (2000) Ways to build CUSTOMER RETENTIONARTHUR Middleton HughesIn a new global business
climate, marketing has become a company‟s most profitable way of expanding its size and its profits. Developing a
brand, loyal customer base is increasingly important as faster media and more available marketing resources allow
firms to grab larger and larger market shares of their industry. In this article, renown marketing theorist, Arthur
Middleton Hughes, writes that the loyalist customers are always a company‟s most profitable. Because of this,
firms should focus their marketing funds and effort towards customer retention, not acquisition.
IMPROVING CUSTOMER RETENTION RATES THROUGH DIRECT INTERVENTION JOHN B.
KRAWITZ (1990) The significance of customer retention was first quantified by Reich held and Sasser (1990).
They found that profits in service industries, including credit card companies, increased in direct proportion to the
length of customer‟s relationship. They noted the experience of MBNA America, citing its “customer defection `SWAT` team staffed by some of the company‟s best telemarketers,” which achieved a 50% success rate in
persuading customers to retain their credit cards. At MBNA, a 5% improvement in customer retention increased
I N T R O D U C T I O N
average customer value by 125%. Reich held and sassier (1990) concluded that cutting defections in half could
more than double the growth rate of the average company.
AUTHORS: ELVIRA ARRONDO; CARMEN BERNE; JOSE M. MUGICA; PILAR RIVERA (2011) The
objective of this study is to offer a model of the formation process of loyalty towards the services provided by retail
food companies. Specifically, the case of a Spanish company, which is a leader in the retail food market, is taken.
The company operates using different retail formats, and it has customers with various levels of loyalty and
behavioral patterns. The research tries to determine implications for managing the loyalty towards the company.
Different customer groups are analyzed. Four working hypotheses are proposed and contrasted through the
formulation and estimation of two theoretical models or conceptual maps. After the empirical analysis, the
proposed models show a good fit, and the formulated hypotheses are confirmed. By using this kind of modeling, the
companies that operate under the considered framework may reach significant conclusions prior to making
decisions in the area of customer retention.
RESEARCH METHODOLGY
Research design
The study is descriptive in nature. A study which portrays the characteristics of a group or a individual or situation
is known as descriptive research studies. This study portrays the level of customers satisfaction with regards to
price, quality, and design of the product
Population
All the items under consideration in any field of enquiry constitute a universe or population. Population size is
taken to be 200 in number. It consists of various people in different fields.
Samples
Sample is the selection of only few items from the universe on the assumption the sample data will be able to
estimate population parameters. The sample size (n) is taken to be 110 in number of customers
Data collection
There are two types of data collection methods they are:
1. Primary data
2. Secondary data
Primary data
Research methodology - questionnaire
Data collection method - direct interview
10 | P a g e ISSN (Online): 2581-5059 Website: www.mjbas.com Sample type - convenient sampling
Period of study - 6 weeks
Tools for analysis
Percentage method
Chi-square method
Percentage method
Percentage refers to the special kind of ratio. It is used in making comparison between two or more series of data
and in describing relationship, as it reduces everything to a common base and there by allow meaningful
comparison to be made.
No of respondent
Percentage = x100
Total no .of respondent
Chi-square test
The chi-square test is an important test amongst the several tests of significance developed by statisticians.
Chi-square is a statistical measure used sampling analysis for comparing a theoretical variance. The chi-square
value is often used to judge the significance of population variance.
Percentage method
Gender
Table 1: Gender of the customers
Gender Frequency Percentage
Male 65 60
Female 45 40
Total 110 100
Source: Primary data collected through questionnaires and analyzed through SPSS
Interpretation
Frequent visit
Table 2: How frequently do you visit?
Frequent Frequency Percentage
Once in a month 27 24.55
Once in a week 22 20.00
Once in a year 61 55.45
Total 110 100
Source: Primary data collected through questionnaires and analyzed through SPSS
Interpretation
55.45% of the customers visit the trigger jean once in a year and 24.55% of the customers visit the trigger once in a
month and the balance 20% of them visits once in a week.
What makes you to purchase
Table 3: What makes you to purchase
Purchases Frequency Percent
Quality 32 29.09
Price 53 48.18
Design 25 22.73
Total 110 100.0
Source: Primary data collected through questionnaires and analyzed through SPSS
Interpretation
48.18% of the customer says that price makes them to purchase the product of trigger and 29.09% of them say
quality makes them to purchase and 22.73% of them says that design influences them to purchase.
Chi-square
Table 4: Gender and frequent visit
Gender Once in a
month
Once in a
week
Once in a
year
Total
Male 14 16 35 65
12 | P a g e ISSN (Online): 2581-5059 Website: www.mjbas.com
Source: Primary data collected through questionnaires and analyzed through SPSS
Expected table
Source: Primary data collected through questionnaires and analyzed through SPSS
Degree of freedom
V=(c-1) x (r-1)
= (3-1) x (2-1)
=2 x 1
= 2
The calculated value is = 6.596
The table value is = 5.991
Interpretation
The calculated value is greater than the table value. So, reject the null hypothesis and accept the alternative
hypothesis. So there is significant relationship between gender and the frequent visit.
Total 27 22 61 110
15.95 13 36.05
11.05 9 24.95
O E O – E (O-E)2 (O-E)2/E
14 15.95 -1.95 3.803 0.238
16 13 3 9 2.692
35 36.05 -1.05 1.103 0.031
13 11.05 1.95 3.803 2.344
6 9 -3.19 9 1
Gender and what makes you to purchase
Table 5: Gender and what makes you to purchase
Gender Quality Price Design Total
Male 18 32 15 65
Female 14 21 10 45
Total 32 53 25 110
Expected table
18.91 31.32 14.77
13.09 21.68 10.23
O E O – E (O-E)2 (O-E)2/E
18 18.91 -0.91 0.828 0.044
32 31.32 0.68 0.462 0.015
15 14.77 0.23 0.053 0.003
14 13.09 0.91 0.828 0.063
21 21.68 -0.68 0.462 0.021
10 10.23 -0.23 0.053 0.005
0.151
Source: Primary data collected through questionnaires and analyzed through SPSS
Degree of freedom
14 | P a g e ISSN (Online): 2581-5059 Website: www.mjbas.com = (3-1) x (2-1)
= 2 x 1
= 2
The calculated value is = 0.151
The table value is = 5.991
Interpretation
The calculated value is greater than the table value. So, reject the null hypothesis and accept the alternative
hypothesis. So there is no significant relationship between gender and what makes them to purchase.
FINDINGS
The majority of the customers are male.
55.45% of the customers visit the trigger jean once in a year.
48.18% of the customers say that price makes them to purchase.
39.09% of the customers says that services provided by them are satisfied.
33.64% of the customers say that quality of the product is satisfied.
33.64% of the customer say that price in the trigger jean are satisfied.
The majority of customers (37.27%) feel that designs available satisfy them.
The majority of customers (35.45%) feel that the place of the showroom is satisfied.
The majority of customers (34.55%) feel that coloures available in trigger are satisfied.
61.82% of the customers say that they have credit facility.
60% of the customers say that the discount facilities are provided by them.
SUGGESTIONS
The product range and the product availability should be increased to meet the customers demand.
There are complaints from some loyal customer about the quality of the product and some necessary action
should be taken for improving the quality of the products.
Advertisement is one of the main functions of sales promotion so adequate advertisement should be given
to attract the new customers.
The discount and credit facility offers are not adequate and its not attracting the customers so, attractive
CONCLUSION
Trigger Jean even though they are pioneer, they are not able to retain its customer because of poor quality of
products, non-availability of products etc., If the company wants to retain its customers it has to change its policies
towards product quality, discounts and sales promotional activities. So by taking new promotional activities and by
advertising they can be able to recall their customers and they can be able to attract the new customers also. If they
fail to do it they can‟t face the future competition.
REFERENCES
Kothari C.R “Research Methodology”, Vishwa Prakasham 1996.
Gupta S.P “Statistical Methods”, edition 2000.
Marketing management - Phillai – Bhagavathi
Marketing management -Philip kotler
Journals
Indian journal of management - April 2004
Indian journal of management - September 2004
