Role of Customized Marketing in Retaining Customers

This research aims to identify how customized marketing can be used to retain the current and potential consumers of Taj Hypermarket. It will also identify proper customized marketing strategies that Taj Hypermarket can implement to acquire the best possible results. The research is significant for academic and professional purposes.

Running head: ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
A Study on Role of Customized marketing in Retaining Customers – A Case
Study of Taj Hypermarket Suwaiq, Oman
JABI R ABDURAHIM
MIDDLE EAST COLLEGE OF INFORMATION AND TECHNOLOGY

1
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Abstract
The primary aim of this research is to identify how customized marketing can be used to
retain the current and potential consumers of Taj Hypermarket. Secondarily, this research will
also identify proper customized marketing strategies that Taj Hypermarket can implement to
acquire the best possible results. This research would be significant for two reasons. First of
all this research work would be highly important for academic purpose and secondly, this
research would be significant for professionals, including the management of Taj
Hypermarket. After reviewing the literature, it was found that the previous literature lacks the
understanding of the role of customised marketing in customer retention as well as attracting
new customers. Those researches has also failed to identify the relationship between the
customised marketing techniques for customer retention. The previous research has also
failed to analyse the factors influencing the customer retention through customised
marketing. These are the gaps of literature that will be bridged in the current research. The
data sources used for this research include both primary and secondary data. The primary
data is calculated based on the results of questionnaire and the customer feedbacks. The
secondary data incorporates the review of literature already done from peer-reviewed sources
from various trusted database, journals and academic websites. Descriptive statistics will be
used for analysing the primary quantitative data collected from 100 respondents. The analysis
will be presented using charts and graphs.

2
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Acknowledgement
I would like to expresses my deepest gratitude and appreciation to the committee chair
Professor __________, whose substance of genius and attitude has convincingly and
continually conveyed the adventure spirit in regards to scholarship and research in my fellow
classmates and me. Without his orderly guidance as well as help persistently I would never
have been completed the dissertation possibly. I am grateful to all the associated faculty
members and staffs that helped me in my research process. I would like to thank my friends
and peers without whom this research would be in vain. Finally, I would like to thank my
parents without whom I could never have completed this research.

3
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Table of Contents
Chapter 1: Introduction.....................................................................................................6
1.1 Introduction.................................................................................................................6
1.2 Background of the Research...............................................................................6
1.3 Research justification..................................................................................................8
1.4 Research Rationale.................................................................................................8
1.5 Significance of the research................................................................................9
1.6Research Aim............................................................................................................10
1.7 Research Objectives.............................................................................................10
1.8 Research Questions..............................................................................................10
1.9 Structure of the Dissertation.............................................................................11
1.10 Summary......................................................................................................................13
Chapter 2: Literature Review........................................................................................15
2.1 Introduction..............................................................................................................15
2.2 Previous Research.................................................................................................15
2.3 Concept of Marketing...........................................................................................17
2.4 Concept of Customized marketing..................................................................20
2.5 Advantages and Drawbacks of Customized marketing...........................21
2.6 Customer Retention..............................................................................................24
2.7 Strategies of Customer Retention with an example.................................28

4
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
2.8 Relationship between customized marketing and customer retention
..............................................................................................................................................31
2.9 Conceptual Framework........................................................................................33
2.10. Hypotheses..................................................................................................................34
2.11 Conclusion..............................................................................................................34
Chapter 3: Research methodology.............................................................................36
3.1 Introduction..............................................................................................................36
3.2 Research onion.......................................................................................................36
3.3 Research philosophy.............................................................................................36
3.4 Research approach...............................................................................................37
3.5 Research methods.................................................................................................38
3.6 Research strategy..................................................................................................39
3.8 Data collection types and methods................................................................39
3.9 Sampling techniques......................................................................................................41
3.10 Research timeline.........................................................................................................41
3.11 Ethical considerations..................................................................................................41
3.12 Summary......................................................................................................................42
Chapter 4: Research analysis and findings...............................................................................44
4.1 Introduction....................................................................................................................44
4.2 Primary quantitative data analysis and findings.............................................................44
4.3 Primary qualitative data analysis and findings...............................................................42

5
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
4.4 Summary........................................................................................................................42
Chapter 5: Conclusion and recommendations..........................................................................44
5.1 Conclusion......................................................................................................................44
5.2 Linking with objectives..................................................................................................45
5.3 Recommendations..........................................................................................................46
5.4 Future scope of the study...............................................................................................51
5.5 Limitation of research....................................................................................................52
References...........................................................................................................................53
Appendix...............................................................................................................................57
Survey Questionnaire..................................................................................................57

6
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Chapter 1: Introduction
1.1 Introduction
The chapter of introduction has provided a brief background that is necessary for the details.It
is very important for contextualizing the study for the overall research as well as creation for
interest that usually aims for showing why the topic of the research has been selected.It has
also provided a reason why the topic for the current dissertation is very
essential.Additionally, the chapter of introduction have narrowed the focus after defining the
research scope in the general interest area.The current chapter has provided pivotal study
around the research along with the research rationale. The research scope and been if focused
on providing essential information for practical application.The current chapter has also
helped in understanding of the overall scholarly topic.The significance of the research has
also been provided along with the research objectives, questions and aims which has been
formulated for the current dissertation. An overall structure of the dissertationhas also been
provided and it is followed by a summary of the entire chapter one for introduction.
1.2 Background of the Research
Customized marketing that is also known as personalized marketing is a
popular marketing strategy that entirely focuses on targeting marketing
initiatives and sending a message to individual existing or potential
consumers (Csikósováet al. 2014). Individual or personalized marketing
entirely depends on data analysis techniques along with digital technology
(Shen 2014). On the other hand, this marketing technique is also known
as one-to-one marketing technique and as the name suggests, in this
marketing technique needs of every single customer is customized
(Shankar et al. 2016). For implementing, a successful customized

7
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
marketing an organization needs to collect personal information about its
existing or potential consumers (Guelmanet al. 2015). After collecting
personal data, this data is then analysed and leveraged to deliver
customized, targeted offers, recommendations and messaging designs to
appeal to every customer based on the previous attitudes, buying
behaviours, interests and other data (Tucker 2014). The best medium for
customized marketing is digital media through which it is highly possible
to track information with the help of cookies, beacons or interactive
feedback tools on a website (Boyle et al. 2014).
This dissertation will not only focus on customized marketing as it will also
focus on the retention of customers through customized marketing (Sun
et al. 2014). According to Jahromiet al. (2014) customer retention,
strategies include activities and actions that organizations implement to
minimize the number of customer defections (Ennewet al. 2015). The
primary goal of customer retention programs is to retain as many
customers as possible (Tauniet al. 2014). Now, for retaining customers
and to increase customer loyalty, several marketing techniques are used
that include but are not limited to digital marketing, social media
marketing, e-mail marketing, direct marketing, search engine optimization
and customized marketing (Tripathiet al. 2014). This particular research
work will focus on how through customized marketing it is possible to
retain customers.
In order to find out the role of customized marketing in customer
retention, which is the aim of this study, a hypermarket chain is selected

8
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
named as Taj Hypermarket Suwaiq, Oman. PV Abdul Raheem Ponani
(Belwal and Belwal 2014) founded taj Hypermarket is a famous
hypermarket chain of Oman and it. The primary goal of this hypermarket
is to gain remarkable position in hypermarket field of Oman by providing
consumers with valuable products at the best price (Dani 2014). The
primary products that the hypermarket offers are food products,
cosmetics, readymade items, electronics products and household items
(Siddique 2014). The entire research work will be done to find out how Taj
Hypermarket can use customized marketing to retain its customers in the
highly competitive hypermarket industry of Oman.
1.3 Research justification
There is a need for identifying the customised marketing that might be used for determining
the potential and kind of consumers for the Taj Hypermarket.Hence, a research needs to be
conducted for identifying the proper customised marketing strategies, which might be
implemented by Taj Hypermarket for acquiring the best possible results.The current research
has helped in understanding the customer’s requirement from the customer service for
attracting the new customers for Taj Hypermarket.It will also identify the relationship
between customised marketing for retention of the customers (Ali, 2017).It will also critically
analyse the factors that varies from customer to customer. Finally, the research will also be
using customised marketing strategies for that time when it might be adopted for retaining on
its customers effectively.
1.4 Research Rationale
In terms of retail industry, Oman has been ranked 17th most attractive
destination for the retail investment within 30 developing countries across

9
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
the world. A growing economy, population and increasing confidence of
the consumers of Oman are driving the growth of the retail industry of the
country. On the other hand, the demand of young consumers in Oman
and change in the lifestyle of the consumers of Oman along with the
increasing numbers of tourists entering into Oman are all set to push the
retail industry of Oman to its prime position. According to Ali et al. (2017),
it is expected that eventually more than 6.2 million sq/m of the area will
be captured by retail facilities of all Gulf Co-operational Council nations
and Oman will be leading nation in this. The retail sector of GCC countries
is expected to reach $313 billion by the end of 2019 and it is expected
that Oman will play a major role in it (Belwal and Belwal 2017). On the
other hand, it is also expected that in the year of 2019 Oman retail sector
will generate over 50,000 jobs in the retail sector. In this condition, it is
obvious that the retail sector of Oman is a highly competitive sector.
The retail industry of Oman is not only competitive due to its high growth
but also due to the presence of several other well-reputed retail and
hypermarket companies such as Lulu Hypermarket, Mars Hypermarket,
Carrefour Qurum City Center, Al Karma Hypermarket, Al Meera
Hypermarket, Makkah Hypermarket and Nesto Hypermarket. All these
hypermarket brands are providing high-quality products at a very
reasonable price along with superior services. Due to this reason, it has
become highly difficult for these companies to retrain their customers
(Ananda and Devesh 2018). On the other hand, in the retail sector of
Oman, the bargaining power of the consumers is extremely high because
there is no switching cost. In this highly competitive scenario, Taj

10
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Hypermarket is constantly losing its market share and revenue in the
retail industry of Oman. Besides, along with these local retail companies
(mentioned above), there are other several multinational retail companies
in Oman such as Wal-Mart and Tesco (Belwal and Belwal 2017). In this
condition, it would be highly important for Taj Hypermarket to implement
steps that can help it to retain its current and potential consumer. For the
same purpose, customized marketing strategy can be the best possible
method as through this method the management of Taj Hypermarket will
be able to reach to its customers one by one and will be able to fulfill their
individual needs to ensure retention of these consumers.
1.5 Significance of the research
This research would be significant for two reasons. First, of all this
research, work would be highly important for academic purpose and
secondly, this research would be significant for professionals, including
the management of Taj Hypermarket. Retention of consumers is not only
important in the retail industry but also in every business industry as
consumers are the factors that ensure the success of an organization.
According to Ananda (2018), if an organization has a huge base of loyal
consumers then it will not be tough for it to acquire rapid market growth.
Today’s students would step into their professional lives very soon.
Therefore, they must know the process of retaining customers and this
research work will do the same. On the other hand, it is already found that
Taj Hypermarket is also having trouble to retain its customers and to gain
market share in the Oman retail industry. Through this research study, Taj
Hypermarket would be able to find out how it can retain its customers

11
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
through customized marketing and therefore, this research would be
significant for the management of Taj Hypermarket.
1.6Research Aim
The primary aim of this research is to identify how customized marketing
can be used to retain the current and potential consumers of Taj
Hypermarket. Secondarily, this research will also identify proper
customized marketing strategies that Taj Hypermarket can implement to
acquire the best possible results.
1.7 Research Objectives
The research objectives are as follows:
 Understanding the role of customized marketing in retaining customers
and attracting new customers
 Identifying the relationship between customized marketing for
customer retention
 Analyzing the factors influencing customer retention through
customized marketing
 To recommend customized marketing strategies that Taj Hypermarket
can adapt to ensure retention of its customers
1.8 Research Questions
The research questions are as follows:
 Whether customized marketing can attract new customers?
 How does customized marketing strategy be used to retain their
existing customer?

12
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
 Will it be practically possible to apply customized marketing to a large
number of customers?
 How technological support can be used to enhance customized
marketing?
1.9 Structure of the Dissertation
Figure 1.1: Structure of the Dissertation
(Source: Created by Author)
Chapter 1: Introduction: This chapter is responsible for providing
insight into the research work by presenting the background of the
research, research rationale, research aim, research objectives and
research questions. The current chapter has provided the narrowing of the focus after
the general interest area has defined.The research scope and overview of the entire chapter
has also been provided in the introductory chapter that is followed by the summary for
chapter.
Chapter1.IntroductionChapter2.LiteratureReviewChapter3.ResearchMethodologyChapter4.FindingsandDataAnalysisChapter5.ConclusionandRecommendation

13
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Chapter 2: Literature Review: This research topic has variables such
as customized marketing and customer retention. Here, customized
marketing is an independent variable and customer retention is the
dependent variable as it depends on the individual market. Literature
review chapter will provide data from previous research works that were
conducted on the same topic and will highlight gaps in those research
works. Then this chapter will provide theories and models related to
customized marketing and customer retention. The goal of this chapter
will be making these concepts clear to the leaders. This chapter has provided a
complete evaluation and analysis of the implications of the entire research. It has also
provideda complete analysis for the evaluation of the gap of literature for a better
understanding of the research.
Chapter 3: Research Methodology: Research methodology chapter
will highlight different research methods that this research work will follow
that include research approach, research philosophy, research design,
data collection technique, data analysis technique, sampling method,
ethical considerations and accessibility issue. For every selection, the
justification would be provided to display why that particular method is
selected for this research work.
Chapter 4: Findings and Analysis: Data that would be collected
through the method of primary data collection method and in this chapter
of the dissertation, the collected data would be presented and analysed.
The current chapter has provided the research findings in an organised manner that

14
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
helps in identifying,analysing the relevant data.The data that has been collected has also been
analysed critically.The research analysis has also been provided in this chapter through
descriptive statistical techniques for the analysed data that has been collected for the research.
Such analysed data has also helped in evaluating and explaining the main research questions
and objectives.
Chapter 5: Conclusion and recommendation: After finding out how
customized marketing can help Taj hypermarket to retain its customers, in
this part of the dissertation, some strategies related to customized
marketing would be recommended for Taj Hypermarket. The final chapter of
the dissertation that is the conclusion and recommendation is very important, as it has
provided the summary of the entire research.It has also linked the research objectives to the
research findings for answering the research question as well as fulfilling the current
objectives of the research.
1.10 Summary
It can be summarised that the current chapter has helped in understanding of the overall
scholarly topic. The significance of the research has also been provided along with the
research objectives, questions and aims which has been formulated for the current
dissertation. The best medium for customized marketing is digital media through which it is
highly possible to track information with the help of cookies, beacons or interactive feedback
tools on a website. Now, for retaining customers and to increase customer loyalty, several
marketing techniques are used that include but are not limited to digital marketing, social
media marketing, e-mail marketing, direct marketing, search engine optimization and
customized marketing. The retail industry of Oman is not only competitive due to its high
growth but also due to the presence of several other well-reputed retail and hypermarket

15
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
companies such as Lulu Hypermarket, Mars Hypermarket, Carrefour Qurum City Center, Al
Karma Hypermarket, Al Meera Hypermarket, Makkah Hypermarket and Nesto Hypermarket.
The primary aim of this research is to identify how customized marketing can be used to
retain the current and potential consumers of Taj Hypermarket. Secondarily, this research will
also identify proper customized marketing strategies that Taj Hypermarket can implement to
acquire the best possible results. The research will also identify the relationship between
customised marketing for retention of the customers.It will also critically analyse the factors
that varies from customer to customer. Finally, the research will also be using customised
marketing strategies for that time when it might be adopted for retaining on its customers
effectively.

16
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Chapter 2: Literature Review
2.1 Introduction
The current chapter has provided a literature review significantly for the current dissertation.
The academic literature on various aspects for the research study of the dissertation has been
used. The literature has been reviewed as per the objectives of the current dissertation and the
sources has been selected from highly relevant academic research papers, journals and other
website sources.Such literatures has also been reviewed by highly qualified peers.
2.2 Previous Research
Individually several research works have been done on the topic of
customized marketing and customer retention. Goldsmith did one such
research and Freiden (2004) named as Have it your way: consumer
attitudes toward personalized marketing. In this research work, in order to
reach an effective outcome, primary data was collected 219 local
residents, 199 same state residents, 171 other state residents and 3 non-
U.S individuals. On the other hand, data was collected from men and
women consumers (Freiden 2004). After analysing the data, it was found
that nearly half of the participants bought at least one personalized
product form an organization. It was also found that purchase of
personalized products by these consumers had no connection with age,
gender, profession, however; it was related education, type of
personalization that was done to a product and income (Freiden 2004). It
clearly states that the more product would become personalized the more
consumers will buy it. However, the major gap in this research was the
absence of the concept of customer retention. It was found that

17
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
consumers are ready to buy personalized products, however; this
research does not highlight whether through personalized marketing
consumers can become loyal or not and whether customers can be
retained or not. Therefore, this research and its outcomes cannot be used
in this dissertation.
Another study that was selected was done by Ganet al. (2006) and the
name of the research was “A survey of consumer retention in the New
Zealand banking industry”. Eleven hypotheses was developed in this
research and to collect data 514 questionnaires were developed. The
respondents of this research work were 51.8% male and 48.2% female. In
the end, was found that all the hypotheses were accepted excluding the
hypotheses that stated higher levels of customer satisfaction means
customer loyalty (Ganet al. 2006). It was found that customer retention in
New Zealand banking sector is extremely difficult as in spite of being
satisfied by the services, consumers in the banking sector of New Zealand
still acquire services from alternative banks (Ganet al. 2006). However,
this research work does not show how customized marketing can improve
customer retention in the banking sector of New Zealand and therefore,
this research work conducted by Ganet al. (2006) also cannot provide any
support to this dissertation.
Another research work was conducted by Han and Hyun (2015) with the
name of “Customer retention in the medical tourism industry: Impact of
quality, satisfaction, trust and price reasonableness” where focus was
given on how it is possible to retain customers in the tourism industry. In

18
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
order to collect data this research developed survey questionnaire that
had three different and major areas. Those major areas are description of
the research work, questions related to variables of the study and
questions to gather demographic information. Then the survey was
conducted with the help of convenience-sampling method. The authors of
this research work communicated with 20 medical clinics where
international travellers went in a frequent manner. In the end, data was
collected from 309 participants and most of the participants were females
(almost 67%). After analysing the collected data this research identified
that medical quality, satisfaction, trust and intentions can easily retain
customers in the tourism sector. Besides, this research has also identified
that these factors influence the tourists to constantly visit the same clinic.
However, the outcomes and findings of this research work cannot be
followed here. This particular dissertation will focus on Taj hypermarket
where the previous research mentioned here was conducted on the
tourism industry. On the other hand, the major focus in this dissertation is
on customized marketing and the previous research work does not
mention anything about how customized marketing can influence
customer retention.
The final previously done research work that is selected for analysis is
“effectiveness of customer retention strategies: a case of Commercial
Banks, Kenya” by Mechaet al. (2015). From the name of the research, it
can be understood that this research focused on identifying whether the
current strategies of commercial banks of Kenya are sufficient or not in
retaining their customers. In terms of research methodology, this research

19
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
used descriptive research design and data was collected from 44
managers of 44 commercial banks of Kenya. Semi-structured
questionnaire was used in this research work to collect primary data. The
collected data was then analysed by using SPSS tool. After analysing the
collected data this research concluded that customer, relationship
management is the most important tool for the commercial banks of
Kenya for the purpose of customer retention. On the other hand, customer
involvement, product differentiation and customer communication were
also identified as important concepts for retaining customers. This
research work also failed to shed light on customized marketing and its
impact on customer retention and therefore again, the outcomes of this
previously done research cannot be considered in this dissertation.
2.3 Concept of Marketing
According to Homburg et al. (2017), basically, marketing is a special type
of process through which organizations and individuals acquire what they
require and demand by exchanging and creating importance with others.
As per stated by Kerr and Patti (2015), marketing is one of the important
processes through which organizations create importance for the
consumers as well as build a powerful customer relationship in terms of
capturing value from the consumers in return. There are five different
types of marketing concepts. These are production concept, selling the
concept, product concept, societal marketing concept, marketing concept.
These five types of marketing concepts depend on the function, which
these concepts deal with. For instance, the dealing of selling the concept
is with the selling factor, the dealing of the production concept is with

20
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
production concept. Each concept is based on the market requirement
and demand. The concept of marketing is responsible for changing the
entire market.
Figure 2.1: The concepts of marketing
(Source: Rowley 2016)
Production Concept: All types of products are preferred by the
customers that are inexpensive and widely available (Rowley 2016). The
production-related concept is based on the organization operation than
the other concepts.
Product Concept: Consumers prefer those products, which provide the
best performance, innovative features or most quality. The product-
related concept believes in the satisfaction of the customers (Rowley
2016). Along with this, it is stated that the customers are willing to be

21
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
more loyal if they do have more product related options or they achieve
more benefits from the organizational product.
Selling Concept: The customers will purchase those products, which are
aggressively promoted or sold by the organizations. It is the fact that in
the marketing related era, selling factor is not the only tactic for selling
the organizational product (Rowley 2016). Organizational management
has to be more careful about giving focus on marketing also.
Marketing concept: The aim of the marketing concept is to become
more careful on requirement or demand of the target market. The
marketing concept focuses on delivering importance better than the rivals
do. The concepts of marketing believe in the pull strategy. The concept of
marketing says that the organization needs to be more careful about
making powerful brand reputation (Rowley 2016). Therefore, the
consumers prefer this organizational brand rather than the other
competitors. This type of marketing achievement must be achieved with
the help of the concept of marketing.
Societal Marketing Concept: The aim of the societal marketing concept
is to become more careful about the requirement and demand of the
target markets. On the other side, the societal marketing concept focuses
on providing the importance of the target market rather than other
competitors (Rowley 2016). The societal marketing concept preserves the
well-being of the customers and society. The concept of societal
marketing depends on the marketers who are responsible for building
ethical and social considerations under organizational marketing

22
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
practices. The marketers are also responsible for balancing and juggling
the frequent conflicting criteria related to the organizational profits along
with the satisfaction of the customers and public interest.
2.4 Concept of Customized marketing
Personalized marketing is also known as customized marketing or one to
one marketing. It is one type of marketing strategies, through which,
organizations advantage digital technology and data analysis in order to
provide individualized messages (Homburg et al. 2017). The personalized
product is based on the prospective consumers. Improvements in digital
economics, digital electronics, and analytics and data collection methods
have allowed implementing more efficient and real-time customer
services.
Every person through the retailers or organizations knows customized
marketing or customized marketing as any type of communication. Most
of the time, customized marketing is customized according to the
individual consumers. The demand can be based on direct communication
to the manufacturers or suppliers as well as they can be delivered with
products that are customized according to their demand (Kumar and
Reinartz 2018). There is a vital role related to information technology in
indirect marketing. Here, every consumer can be reached by internet or
phone directly. With the help of logging into the specific website as well as
through calling to the customer service centre, the consumer can deliver
input related to their preference. In addition to this, they can get those
products, which are customized. Customized marketing involves in any

23
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
organizational flexibility (Kwiatkowski 2018). Customized marketing
involves in the organizational brand capability for changing its own
behavioural pattern based on the individual customer. Along with this, the
involvement of customized marketing is to suit its policy related to
marketing that keeping in mind the requirement and demand of every
individual customer. In addition to this, customized marketing involves in
taking small steps along with an effective way in order to create the
customer familiar with the organizational products (Kwiatkowski 2018). It
is important for accomplishing the requirement and demand of every
individual customer successfully in the customized marketing.
On the other side, information technology plays a remarkable role in
promoting customized marketing. If an organizational brand is ready to
use the policy related to the customized marketing then this organization
must be made alteration at any provided time. In the case of services, it is
highly suitable (Kwiatkowski 2018). For instance, the trainer only can
change his training related programs for providing the satisfaction of
every individual in the fitness centre. There are few organizational brands,
which deal with men, and women related wear that also use to provide
the help of personalized marketing based on the organizational products.
There are numerous advantages of customized marketing, which are
given below:
 In order to establish the understanding levels between the
organizational brand and clients

24
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
 In order to provide the project related confidence after getting success
related to customized marketing
 In order to create brand pleased, customized marketing makes the
client happy at first
 The organizational brand is guaranteed of the customer’s loyalty.
 Advertising is personalized as well as hence the organizational brand is
responsible for saving a huge amount on promoting advertisements on
its products (Kwiatkowski 2018).
2.5 Advantages and Drawbacks of Customized marketing
Marketing is one of the essential aspects of each of the business as it
helps for getting on the world regarding the products and services for the
company.Customized marketing is also known as one to one marketing or
relationship marketing as well as personalized marketing.It usually
requires the company for being flexible as well as changing to the
customer behaviour.According to Ali (2017), it is also completely based on
the customer as well as the reports.Internet marketing is one of the most
common way that the customized marketing is primarily used for the
business.For becoming successful.in using the customized marketing, it
needs to be able for adapting to the services and products.In few aspects
for each of the individual customers, it is similar to a personal trainer
when each time an individual workout between automated of the exercise
routine for fitting the desires and needs of the individual.Identifying,
tracking and interaction with customers are one on one advantage for
difficult task that also helps in adding component of tailoring, service or
product for meeting the needs of the customer.Launching the period of

25
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
trial through taking small steps also helps for creating a successful
plan.According to Ananda (2018), it also allows the company for making
small modifications along the way, whichis successful.Customized
marketing also helps each of the business for reaching out to the base of
broad customer by being able for meeting the individual requirements of
the customer.
Internet is another major advantage of customized marketing.Work
programs and software for computers might help the company for
keeping track of the cost behaviour of the customer.It also provides the
available options and the customer who is looking for a service or product
upon completion the product.Is also delivers formatting the client as well
as service that is being performed.As per Belwal (2014), the internet
matchmaking service is another great example for customized
marketing.The individual is usually matched with another individual that is
based on his or her characteristics where each of the client looks for a
mate.Successful marketing individually shows the depth of the
understanding for the customers that are being served.It also promises
and increases business through establishing a history of success.The
customers are also usually satisfied with the products and services that
they usually receive and likely return and referthose services and
products to others using customized marketing.As per Boyle (2014), it
also helps in improving the levels of efficiency in the market creating
responsive matter automatic through customer interaction.For example, it
also helps in reducing money each of the interaction with the customer
finds for the last one left.It also helps in continuing to build on the

26
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
previous knowledge.For example, the call centre, which provides
embedded information, helps in providing more timely and relevant
information as well as more accurate picture of the requirements for the
customers.
Althoughcustomized marketing has numerous advantages, it also has
several disadvantages for the business.Target market orcustomized
marketing usually uses the consumers to have similar demographic
characteristics including age, gender, education and income. They also
should have similar hobbies;interest as well as usage pattern and believes
in the same product. According to Csikósová (2014), the companies also
look for the usage pattern that might include when the person buys and
how they usually use the particular service or product from the
business.Customized marketinghas numerusadvantages for small
companies; however, the marketers might better match the strategies of
marketing with the core customers.There are several disadvantages to
customized marketing on a broader level.Customized marketing is quite
expensive for the small companies who usually spends huge amount of
money for conducting such customized marketing.They also often conduct
the research by agencies for determining the individual customer buying
their products especially when servicing national or regional markets
(Dani, 2014).
The businesses that sell to multiple markets might also cannot be
identified as the target audiences are in numerous person service.Such
huge amount of data becomes very difficult to handle and analyse.Most of
the small companies also find their target customers through conducting

27
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
primary research and market marketing research managerhires research
agencies for conducting phone surveys that cost them thousands of
dollars.According to Ennew (2015), in numerous cases,customized
marketing is also time consuming as it takes accounts payable, amount of
time for identifying the target audience, researching the data, analysing
the data and developing the advertisement campaigns for reaching the
individual potential customers.
Most of the small companies also used the process for market
segmentation that helps them to determine the target customers.The
market segmentation also helps the developing customer profiles from
the demographic data. The market is also determined if the target
audience a large enough from which they might find significant amount of
profit subsequently.The market managers also spend their time searching
for programs in the television as well as print media that enables them to
reach their goal customer group.Customized marketing also helps other
customers for business owners promoting strictly to the consumers that
are targeted overlooking the other uses and customers of the services and
products (Gan, 2006).There is a significant number of consumers, which
falls outside to the typical demographics of the average customer.For
example, the manufacturer of a small serial might introduce new
sweetened products during kids and children cartoon
program.However,numerous adults and grown-ups also enjoy serials for
breakfast as well as snacks for late night.This fails the business for
targeting the secondary consumers causing the small company for losing
significant amount of sales.There is also several ethical ramification that

28
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
needs to be considered while customized marketing is executed.As per
numerous researches from different universities, it is exploited to some
degree, for example, a company of a small customer target might
analysepoor people with large size bottle that is based on the data of
consumption obtained from the market research (Belwal, 2014). In addition,
few community restaurants of fast food might also locate majority of the
restaurants in lower income areas that subjects residence for fattening
foods and causes possible and potential health problems.These are
certain ethical considerations, for which,customized marketing is quite
disadvantageous (Goldsmith, 2004).
2.6 Customer Retention
Customer retention can be described as the actions and activities, which
organisation and companies usually take for reducing the number of
defection around the customers.The goal of programs for customer
retention helps companies for retaining as much as customers as possible
opened through brand loyalty, initiatives and customer loyalty programs.It
is also essential for remembering that the customer retention usually
begins with the first contact, which the customer has with a company and
it usually continuous throughout the entire relationship lifetime. Famous
companies usually spend traditionally more amount of money on
customer acquisition as they usually view it is an effective and quick pay
for increasing the customer retention revenue which is faster and an
average usually cause much more around seven times the position of the
customer selling to the customers with whom the business already has
relationship.According toGuelman (2015), itis an efficient way for growing

29
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
the revenue, as the companies usually do not need for educating,
attracting and converting the new customers.Companies also should
therefore cause for retention of customers, finding it much more effective
process as their marketing for the customers having been expressed in
the interest of the products that have been engaged with the brand.It also
helps in making it here for capitalising the experiences with the company
retention, which is much more sustainable business model that is to keep
on a boat that is sustainable.According to studies done by numerous
research and universities, increasing customer retention by 5% leads to
an increase of profit of around 95%.It also increases the likelihood for
converting the customer that is existing into a repetitive customer to
around 70% and the profitability of converting the need is approximately
20% (Han, 2015).Established organisational companies also need for
focusing on the retention of the customer.Important customers
profitability ingredients for increasing over the life of the recent customer
can see employing the strategies of customer retention.With company
resources that is worthwhile of the successful customer retention
strategies and techniques for business is included setting the customer
expectation with the customer expectations asset as little and aligning
lower than compared to the provided.Eliminating uncertainty regarding
the level of products and services that ensures that the company delivers
their promises on time.
The company should also become a trusted advisor of the customer and
needs to be an expert in a particular field. This way they can gain the
trust of the customer and build loyalty for the customers.They should also

30
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
use relationship for building trust.Building relationship with the customer
is a strategy for fostering the need through this shared for study of
customer relationship and value.According to Homburg (2017), it becomes
quite essential for the companies to build a great strategy and increase
the profit to have before they should be also be taken for the customer
service.It should include implementing services of anticipatory that helps
in eliminating problems before they might find it. Companies for building
relationships should also use social media.It should be built through
Twitter,LinkedIn,and Facebook for connecting and communicating with the
customers and giving them space for sharing their feedbacks and
becoming brand ambassadors of the company.The company should also
go for an extra mile for building a strong relationship with the customer by
building a loyalty through paying attention to the issues and requirements
of the customers.The company should also make it personal driver
services that a person that helps in improving the customer experience
(Homburg, 2017).The customers helping demanding and expecting is also
helps in making the experience to strengthen the customers bond with
the brand.The customer retention should be managed through strategies
along with the software systems of customer retention that are targeted
for customer retention.Plans for improving such experiences attrition rate
also helps in complementing the retention rate.If a company has a 20% of
attrition, the company is more likely to have 80% rate of attrition.
Theattrition rate of the company may be defined as the percentage of the
consumer, which the company has lost over a given period.

31
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Companies should tackle any kind of marketing strategy to the need of
the objectives and goals.Calculating the existing rate of customer
retention needs to be done.The size of the company as well as a customer
base should also be used and the type of the product the company has
been selling, shippedfor products, whichare used to get the attention of
the customer.Customer journey should also be mapped. Every business is
usually based on customer retention. It recognises and measures the
customers, whichhave become inactive and is very essential.Anenormous
amount of time ironically is invested in expense as an effort for building
the initial relationship of the customer.However, easiest way for doing the
business is not losing the customer.Once the leakage is stopped, the
business might increase the growth rate.The business also need to sell the
customers repeatedly.Hence building a strong customer relationship
usually enables them to decrease the customer turnover and increase
retention rate.As per Jahromi (2014), reminding and reconstructing of the
existence on the customers helps in demonstrating the objections that
they still find valuable, respecting them to be having a tremendous
bounty of sales that are drastically increased.The customer should also be
avoided for losing as well as building relationship that helps them to keep
in touch with communications that are rolling.It also helps them to
acknowledge and keep informed and offsets the doubts of post purchase
enforcing the reason that they are doing the business.Moving the service
and product has been through delivered into the realm of extra
annihilationdelivering higher than expected service level for each
customers. According toBelwal (2017), there are powerful system, which also

32
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
helps in improving the interpersonal skill of the team that helps in
modifying the spirit of the organisation.It usually involves speaking to the
colleagues politely and presentlywithout any kind of parodyor sarcasm
and treating them well as they are treating the customers.It also helps in
motivating the employees for providing a service, which is
extraordinary,and encourage them for presently consistent in all kinds of
dealings that are related to customers in terms of human relation,
customer dealings in a natural and welcoming manner (Kerr, 2015).
2.7 Strategies of Customer Retention with an example
Few of the strategies of customer retention includes creating peaks within
the experience of the customer.Few low cost and unique initiatives might
help in going a long way that will enable the business for retaining the
customers as well as enable the business for building a loyalty among the
customers as well.Milestone should be found for the customer relationship
as well as ways for dividing the customers that they will never expect.For
example, a customer might ordera third pair of shoes.A week later, they
will receive a pair of socks, which matches the shoes with a handwritten
note thanking the customers on behalf of the business.This type of
unexpected display of appreciation will help the business to gain much
more improve customer experiences that will offset the cost of the items
numerous time and retain the customers and make them visit the
business repeatedly (Kumar, 2018).The business should also continuously
test the strategies of email in addition to data usage that the company is
already having on the customers on the items that they have browsed and
purchased.For tailoring the product and contain recommendation in the

33
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
email marketing campaigns, the business should also constantly test
inception and other factors to see which strategy is much more effective
and efficient.For example, subject lines that elicit foremost open as well as
canons of the email also helps in increasing the businesses customer
engagement.For the audiences the business should also tailor the loyalty
program for the objectives of the business loyalty, whichis usually not one
size that fits all.The best programs of loyalty incentives are the actions,
which matter most for the brand.
If the business is looking for boosting the lifetime value, then it too has
the various types of the behaviour of the spending like the total amount of
the customer that is spent on number of times they have
purchased.According to Kwiatkowski (2018), if the business wants the
incentive engage, then they should also focus on actions such as writing
reviews, social share as well as referring the friends.The business also
needs to be when the customers are the consumer behaviour are usually
evolving and the consumer using adjectives the brand when where and
how the engagement needs to happen.Hence, it is quite common upon
retailers for providing a seamless and consistency experience on all the
channels particularly when anything goes wrong (Boyle, 2014).Hence, the
customers requires any kind of help for the customers as per the research
and studies that the brands requires much more effort into providing a
seamless experience of customer service.
The business should also be passionate and engaged.They should also be
caring about their clients and should be responsive to the requirements
and proactive in bringing the ideas for engaging and gathering the

34
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
customer feedback, which is one of the essential strategies for customer
retention in any kind of business.Businesses should also offer a time
limited promotions.Few business offer top e-commerce presence, which
highlights the limited promotion visit that is also needed to complete the
purchase within time that is present, which is determined by the segment
of the business. They can also automatically add the promotional gift card
to the court of the visitors and highlight the promotion during the
checkout process (Mecha, 2015).The times in such promotion also helps in
posting the conversion rate as well as the gift card helps in bringing the
customer back to the website for making any other kind of purchase.The
business should also have an honest policy. The businesses should not be
holding anything back from the clients and work hard for establishing
relationship that is built on transparency.According to Csikósová (2014), the
business should also avoid any kind of unambiguous and unhealthy
conversation regarding studies.The e-commerce brand should also
translate for bringing upfront and open to everything policies including
return policies, payment that will help them to support the sales.The
business should also not over promise and should maintain a line of
expectations with the customers regularly.Over promising decreases the
customer’s credibility and it also does not improve the trust.Hence,
thestrategies of customer retention includes creating peaks, which are
inexpensive.The customer might also file few unique initiativesthat might
help them along with that will help the business to retain customers (Dani,
2014).

35
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
The business should also incentivize the social shares. Once the total trait
of purchase as well as frequency of purchase has been understood by the
business,they should maximize how each of the purchases needs to be
worth of.This metric is also known as average value of order and is usually
referred to as the amount of money, which the customer usually spends in
the store on each of the transaction just like the frequency of
purchase.The average value of order also needs to be calculated using the
same period that the customer has for the repeated rate of purchase.The
customer account should be used which can be a double-edged sword.The
accounts might make the repurchasing easier by the customers through
an instant access to orders that are previous done as well as shipping
information that has been filled on the other hand the customer accounts
might often seem to be a big of a commitment for the new
customers.Hence, an option can be provided for creating an account after
the customer has placed the first order.The system should also be
supported that will help them with effective communication with the
customers and provide them the right support level (Rowley, 2016).
The support system will also help the post and pre sales to enable the
customer service rapid that will clearly communicate with the customer
having a help.The life set will also be available by turning the customer
question into a customer complaint or feedback into a resolution.Research
data has suggested that while the daylight has its place, the customer
also see friendly, fast, and consistent customer service to be of gold
standard.If there is an avoiding of problems by the customer, they might
get the most out of the product and depending on the product mix an

36
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
easy as well as the margins.Sending small gift to the customer is a great
way for reminding them that they are being valued by the business.A
customer loyalty program should also be started which is an effective way
for increasing the frequency of purchase, motivating the customer for
purchasing more often that will enable them to earn valuable
rewards.According to Shen (2014), this is profitable for both the
customers and the business.The business might also offer their customers
for continuing to invest in the program through giving themloyalty points
as the account serving created the loyalty program.Once created, it will
also enable the customers to frequently shop from the same
businessrepeatedly.
2.8 Relationship between customized marketing and customer
retention
Customized marketing usually focuses on the introduction with the
customer in the long-term rather than simply making a quick sale.It also
focuses on the learning of the personal taste for the customers as well as
understanding the individual issues.This also eventually gets to the point
where the business makes the actual sales and they also get to know the
services and products that solves the problem specifically.The strategy
also affects multiple customer loyalty aspects.Brand loyalty is also built by
customized marketing.A stable relationship with the customer is also built
slowly.However, the reputation is built as the company usually cares
about the individuals.This also becomes a part of the brand loyalty
program.It also allows flexibility for setting the prices and improving the

37
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
margin of profit, as they not have to attract the customers based on
pricing (Siddique, 2014).
Bargaining of the customers might also return to them where the duties,
relationship with them customers also might become attached to a
specific salesperson.The running of the risk of using the sales person as
well as having the relationship rebuilding with the customer increases the
loyalty sales dramatically for achieving such loyalty from the
customers.The business thus trains the sales person for the techniques for
building relationship of the customers.As per Siddique (2014), this
technique usually include making the call flow up as well as trying to sell
numerous variety of purchases that are made calling the customer for
offering a solution to the problem. It also helps them to maintain and need
the contract to social media.The customers might also develop a
relationship with the product as they solve the problems for fulfilling the
desires of the customers.As per Ennew (2015), they also tend to have an
impact emotionally for the customers return to the product satisfying
them repeatedly.
The marketers are also responsible for balancing and juggling the
frequent conflicting criteria related to the organizational profits along with
the satisfaction of the customers and public interest. With the help of
logging into the specific website as well as through calling to the customer
service centre, the consumer can deliver input related to their preference.
In addition to this, they can get those products, which are customized.
Customized marketing involves in any organizational flexibility. With the
help of logging into the specific website as well as through calling to the

38
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
customer service centre, the consumer can deliver input related to their
preference. In addition to this, they can get those products, which are
customized. Customized marketing involves in any organizational
flexibility. Moving the service and product also has been through delivered
into the realm of extra annihilation delivering higher than expected
service level for each customers (Sun, 2014). There are powerful system,
which also helps in improving the interpersonal skill of the team that helps
in modifying the spirit of the organisation. It usually involves speaking to
the colleagues politely and presently without any kind of parody or
sarcasm and treating,they well as they are treating the customers. They
can also automatically add the promotional gift card to the court of the
visitors and highlight the promotion during the checkout process. The
times in such promotion also helps in posting the conversion rate as well
as the gift card helps in bringing the customer back to the website for
making any other kind of purchase. The business should also have an
honest policy. Customers also felt that customer interaction must be enhanced to better
understand customer preferences along with the use of social media being inevitable to
enhance interaction with the customer. There is also an absence of segmentation. The
businesses should not be holding anything back from the clients and work
hard for establishing relationship that is built on transparency. They also
need to offer the products that are best available for achieving such kind
of loyalty.The target market are usually the people that are willing to pay
for an extra quality.It also avoids any kind of brand discounts and focuses
on providing the best of the service.Loyalty is also achieved when the
provider of the customer service returns to the individual.The customer

39
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
service usually focuses on understanding of the specific programs and
takes responsibility for the solution of the problem.It also make sure that
the customer is being satisfied.It also trains the customer service for
stopping to complain for the problem and starting to take the
responsibility of the solution (Tauni, 2014).This also impact the sales
significantly as the customers availing the customer service returns
despite of the location, price as well as the availability of the competitors
product.
2.9 Conceptual Framework
Figure 2.2 Conceptual framework
(Source: Created by the Author)
After reviewing the literature, it was found that the previous literature
lacks the understanding of the role of customised marketing in customer
retention as well as attracting new customers. Those researches has also

40
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
failed to identify the relationship between the customised marketing
techniques for customer retention. The previous research has also failed
to analyse the factors influencing the customer retention through
customised marketing. These are the gaps of literature that will be
bridged in the current research. Further, it will also recommend the
customised marketing strategies, which Taj Hypermarket might adopt for
ensuring retention of customers.
2.10. Hypotheses
H0: There is no relationship between customized marketing and retaining of customers
H1: There is a positive relationship between customized marketing and retaining
customers.
2.11 Conclusion
It can be concluded that the current customer involvement, product
differentiation and customer communication has been identified as
important concepts for retaining customers. There are five different types
of marketing concepts. These are production concept, selling the concept,
product concept, societal marketing concept, marketing concept. These
five types of marketing concepts depend on the function, which these
concepts deal with. For instance, the dealing of selling the concept is with
the selling factor, the dealing of the production concept is with production
concept. The consumers prefer to pull strategy organizational brand
rather than the other competitors. This type of marketing achievement
must be achieved with the help of the concept of marketing. The
marketers are also responsible for balancing and juggling the frequent
conflicting criteria related to the organizational profits along with the

41
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
satisfaction of the customers and public interest. With the help of logging
into the specific website as well as through calling to the customer service
centre, the consumer can deliver input related to their preference. In
addition to this, they can get those products, which are customized.
Customized marketing involves in any organizational flexibility. Launching
the period of trial through taking small steps also helps for creating a
successful plan. It also allows the company for making small modifications
along the way, which is successful. Customized marketing also helps each
of the business for reaching out to the base of broad customer by being
able for meeting the individual requirements of the customer. Customized
marketing is quite expensive for the small companies who usually spends
huge amount of money for conducting such customized marketing. They
also often conduct the research by agencies for determining the individual
customer buying their products especially when servicing national or
regional markets. Eliminating uncertainty regarding the level of products
and services that ensures that the company delivers their promises on
time. It also helps in motivating the employees for providing a service,
which is extraordinary, and encourage them for presently consistent in all
kinds of dealings that are related to customers in terms of human relation,
customer dealings in a natural and welcoming manner. For the audiences
the business should also tailor the loyalty program for the objectives of
the business loyalty, which is usually not one size that fits all. The best
programs of loyalty incentives are the actions, which matter most for the
brand.

42
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Chapter 3: Research methodology
3.1 Introduction
Research methodology are usually the specific techniques and procedures
that are used for selecting, identifying analysing and processing the
information regarding the topic within the research paper. The section of
methodology usually allows the reader for critically evaluating the overall
reliability and validity of the study. It is usually the process for collecting
the data and information for making any kind of decision for the research.
The methodology might include interviews,surveys as well as other
research techniques, which is useful, historical or present information
(Tripathi, 2014).In the current chapter of research methodology, it has
provided an insight an in-depthregarding the research philosophy,
approach, design methods used,data collection techniques, tools,
sampling techniques, population and sampling size.
3.2 Research onion
Research onion helps in development and illustrationof the stages which
needs to be covered while development of the research strategy.When
viewed from the outside, each of the layers for the onion usually describes
a stage that has been detailed for the research process.It also provides an
effective progression through which the methodology of the research
might be designed.According to Tucker (2014), the adaptability for the
research is the usefulness of faith and might be used in variety of
context.The first research methodology is philosophy usually requires the
definition.The next stage is that of research approaches.The research

43
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
strategies comes next, after which the time horizon appears.Finally, the
data collection methods needs to be mentioned for the current research.
3.3 Research philosophy
Research philosophy is usually the set of beliefs that has concerned
regarding the reality nature that is being investigated.It is usually the
underlying definition for the knowledge nature, which does not shows that
are created by the research.Research philosophy usually providesthe
justification for which the entire research should be undertaken.Research
philosophy is usually dependent on the research objectives as well as the
best way, which might be used for achieving such objectives.These are
not necessarily the odds with each other;however, the knowledge type
that is being investigated for the research project usually defines the
research philosophy choice.Hence, understanding the research philosophy
helps in explaining the assumptions into the research process.The two
most famous for ontology usually informs the research process that
includes constructivism and positivism.According to Sun (2014), the
frameworks might be described differently;however, the underlying
assumptions are similar in numerous phases. Positivism usually assumes
that the reality has been existing in the mental state for the thing that is
being researched.For this practice, the meaning of phenomena is
consistent between all the subjects of the research.Positivism has been
applied for the current research.However, constructivism has been
rejected as it suggest that the group of observers has created the
inherent meaning for the social phenomena. One might never presume
that what has been observed is usually interpreted in the same way

44
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
between the research participants and is the key approach to be
examined for the new nuance as well as difference for the understanding
of the respondents (Gan, 2006).
3.4 Research approach
There are two type of research process, which are deductive approach
and inductive approach.For the deductive approach, it helps in developing
the hypothesis upon the pre-existing theory as well as formality in the
research approach for testing.This approach is also very suitable for
context for the research project that is concerned with the examination of
the observed phenomena that fits with all the expectation based upon the
researchers that has been carried out previously.Further proportions
might be considered suitable for an approach that is positivistic formatting
the formulation of the hypothesis as well as the testing of statistics of the
expected results to be expected of the profitability level.Deductive
approach might also be used for techniques of qualitative research.Thus
in numerous situations, the expectations from through the pre-existing
research needs to be formulated directly through testing of the
hypothesis.As per Siddique (2014), the deductive approach is also
characterized through the development from general to a more particular
decision, the general theory as with the knowledge base is established
first, and the specific knowledge gained from the research is being tested
against it.However in case of inductive approach, it is the moment from a
specific to a more general approach and observation for the starting point
of the researchers as well as the patterns are looked for within the data of
the research.There are no initial frameworks for the data collection and

45
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
the research usually focuses on the data that has been formed after the
collection process.Hence, inductive approach is not selected for the
current research and the current research will follow a deductive
approach.
3.5 Research methods
The current research will follow both qualitative as well as quantitative
approach.The qualitative approach usually is based on the constructivist
paradigm and it requires the researcher for avoiding any kind of
imposition of the self-perception for the social phenomena meaning of on
the respondent.This also is used for investigating how the interpretation of
the respondent is done based on his or her own reality.It also presents the
challenge for creating a methodology, which is framed upon by the
respondents rather than the researcher.One of the most efficient means is
by interviews and text with the response to the question, whichis
open.However, the researcher might also develop the questions for the
process that helps in ensuring that the respondent has better expanded
the information, which has been provided by them.As per Jahromi (2014),
a quantitative approach will help in holding the number of acceptable
standards for statistical validity of the approach.It will include the number
of respondents that are required for establishing a significant result
statistically.This approach will be informed by a positivism physiology and
can be used for investigating numerous social phenomenon that includes
subjective and feeling viewpoints.It can be effectively used for large
number of respondents available and where the data might be measured
effectively the survey will be done.

46
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
3.6 Research strategy
Research strategy includes the intention of the research for carrying out
the work. It includes different approaches such as action research,
experimental research, interviews, case study research, surveys as well as
systematic review of literature. Goldsmith (2004), stated that the experimental
research usually refers to the strategy for creating the research process
that helps in examining the result for the experiment against the results,
which are expected. It might be used for all the research areas involving
the consideration of the relatively limited factors.
Literature review will be done on journal articles and books to understand
customized marketingas well as how it usually influences customer
retention. Additionally, survey will be done on customers and other
stakeholders through questionnaires and face-to-face interviews.
Quantitative research methods will be used for interpreting the results
obtained from the surveys. Observing the customer through the store will
also help to enhance visual merchandising and customer preferences
(Homburg, 2017).
3.8 Data collection types and methods
Analysis and collection of the data is usually dependent on the approach
of the research methodology that has been used.The process of the
research usually contributes significantly to the studies overall validity
and reliability.The type of the data, which has been collected,can be
separated into secondary and primary types.The prime data should have
been derived from the sources that are first hand and can be historical
sources that refers to the data, which has been derived from the

47
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
respondents from the interviews, or survey that has been conducted by
the research.It is not answering the data, which has been produced
through the research that is being done by the researcher (Han, 2015).For
example, the data, which has been derived from collections of the
statistics such as sensors, might be constituted as the primary
data.Similarly, the data, which has been derived from other researchers,
might also be used as a primary data and it can be represented by the
text, which has been analysed.The primary data is hence best
analysedthrough the data that is being finalized rather than the prism of
another analysis.
The secondary data on the other hand is usually derived from the word as
well as opinions of other researchers.It is usually the conclusion of the
research articles that might constitute the secondary data, as it is the
information, which has been processed by another research, and analysis,
which has been conducted by the service of statistical data. It might be
constituted as the secondary data.However,there is an extent to which
the data which has been defined by the use rather than the nature which
is inherent.Newspaper might also provide both good source of secondary
and primary data depending on whether the reporter was presented
actually for the research for the study of social attitude.According to
Guelman (2015), newspaper usually constitutes the primary data.Hence,
most of the effective distinction of the two data types is established by
the use of the study rather than the inherent characteristics of the data,
which has been collected.

48
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
The data sources used for this research include both primary and
secondary data. The primary data is calculated based on the results of
questionnaire and the customer feedbacks. The secondary data
incorporates the review of literature already done from peer-reviewed
sources from various trusted database, journals and academic websites.
Descriptive statistics will be used for analysing the primary quantitative
data collected from 100 respondents. SPSS software has been used to
analyze collected data regarding both dependent and independent
variables. Normality test has been done in order to test developed
hypotheses. In addition, correlation, mean, mode and median have been
done. At the end of statistical analysis, result of hypothesis test has been
explained.
3.9 Sampling techniques
The current research will use random sampling method. Inclusive sampling technique will be
used for including the relevant data and exclusive sampling will be used for excluding the
irrelevant data.
3.10 Research timeline
The research Gantt chart or the timeline has been provided as follows:

49
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Preparation of Questionnaire
Literature Review
Interview Sales Reps
Verify Questionnaire with Supervisor
Questionnaire Evaluation
Midterm Progress Report
Data Analysis
Critical Appraisal
Research Reccomendations
Academic Writing
Report Formatting
Final Submission
Dissertation Viva
12-Dec 01-Jan 21-Jan 10-Feb 02-Mar 22-Mar 11-Apr 01-May
Gantt Chart
Start Date
Days to Complete
Figure 3.1: Research schedule
(Source: Created by the Author)
3.11 Ethical considerations
High standards of ethical consideration has been adhered by the current research that helps in
promoting the research aims and has helped in suggesting the truth of knowledge of
determining any kinds of error.It has also helped in protecting against fabrication of the
research.It also ensures that there is no misinterpretation as well as falsification of the data
that has been collected for the research.High ethical standard has also been promoted to the
entire research.Truthfulness, minimising the error in the collected data of the research.High
quality of ethical standards also helps in promoting the value that is very essential for
collaborative work and enhances the trustworthiness, accountability, mutual respect and
fairness for the research.Fairness and integrity is also very important as it helps in ensuring
the researchers are usually held accountable for the details that are used in the research as it
also helps in building the research public support, improving the integrity and quality of the
entire research work carried out by the researcher (Guelman, 2015).The data that has been
collected for the research will not and never be used for commercial purpose.The
identification of the respondents will also be concealed and it will be not revealed at any

50
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
cost.All the respondents will be intimated regarding the objectives of the research and they
will be free to leave the survey or the interview whenever they feel like.
3.12 Summary
The current chapter of research methodology has provided an insight an in-depth regarding
the research philosophy, approach, design methods used, data collection techniques, tools,
sampling techniques, population and sampling size. The first research methodology is
philosophy usually requires the definition. The next stage is that of research approaches. The
research strategies comes next, after which the time horizon appears. Finally, the data
collection methods needs to be mentioned for the current research.Positivism has been
applied for the current research. However, constructivism has been rejected as it suggest that
the group of observers has created the inherent meaning for the social phenomena. Deductive
approach might also be used for techniques of qualitative research and has been used for the
current research. Thus in numerous situations, the expectations from through the pre-existing
research needs to be formulated directly through testing of the hypothesis.Quantitative
research methods will be used for interpreting the results obtained from the surveys.
Observing the customer through the store will also help to enhance visual merchandising and
customer preferences. The data sources used for this research include both primary and
secondary data. The primary data is calculated based on the results of questionnaire and the
customer feedbacks. The secondary data incorporates the review of literature already done
from peer-reviewed sources from various trusted database, journals and academic websites.
Descriptive statistics will be used for analysing the primary quantitative data collected from
100 respondents. The analysis will be presented using charts and graphs. The current research
will use random sampling method. Inclusive sampling technique will be used for including
the relevant data and exclusive sampling will be used for excluding the irrelevant data. The
data that has been collected for the research will not and never be used for commercial

51
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
purpose. The identification of the respondents will also be concealed and it will be not
revealed at any cost.

52
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Chapter 4: Research analysis and findings
4.1 Introduction
The current chapter for research analysis and findings has presented the analysis that has been
done through descriptive statistics as well as used bar charts, pie charts and graphs for
representing the primary quantitative data that has been analysed.The primary quantitative
data has been collected by conducting a survey on 100 consumersof the Taj Hypermarket.The
primary qualitative data has been collected by interviewing three managers at the Taj
Hypermarket.The survey questionnaireare closed ended questions asked to the
consumers.The interview done on the managers are open ended.The quantitative primary
analysis helped in understanding the overall research, however, the qualitative primary
analysis helped in gaining insights and in-depth details regarding the research.
4.2 Primary quantitative data analysis and findings
The primary quantitative data analysis has been conducted by surveying 100 consumers of
Taj Hypermarket.
Age:
Above 5035-5025-3518-25
15%30%30%25%

53
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Above 50 35-50 25-35 18-25
0%
5%
10%
15%
20%
25%
30%
35%
15%
30% 30%
25%
Age group
Figure 4.1: Age chart
(Source: Created by the Author)
Profession:
UnemployedEmployedBusinessmanStudent
20%35%25%20%
U n e m p l o y e d E m p l o y e d B u s i n e s s m a n S t u d e n t
20%
35%
25%
20%
Profession
Figure 4.2: Profession chart
(Source: Created by the Author)

54
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Gender:
Female Male
0%
10%
20%
30%
40%
50%
60%
45%
55%
gender
Figure 4.3: Gender chart
(Source: Created by the Author)
Nationality:
FemaleMale
45%55%
Non OmaniOmani
22%78%

55
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Non Omani Omani
0%
10%
20%
30%
40%
50%
60%
70%
80%
22%
78%
Nationality
Series1
Figure 4.4: Nationality chart
(Source: Created by the Author)
Average monthly income (in Omani Riyals):
Above 300200-300100-200Below 100
14%48%18%20%
0.14; 14%
0.48; 48%
0.18; 18%
0.2; 20%
Monthly incom e
Above 300 200-300 100-200 Below 100
Figure 4.5: Average monthly income chart
(Source: Created by the Author)

56
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Average spend at Taj Hypermarketin a month (in Omani Riyals):
Above 200100-20050-10020-50Below 20
12%15%32%23%18%
Above 200
100-200
50-100
20-50
Below 20
0% 5% 10% 15% 20% 25% 30% 35%
12%
15%
32%
23%
18%
Average spend
Figure 4.6: Average spend chart
(Source: Created by the Author)
More than 105-10Less than 5
30%45%25%
Number of members in your family:

57
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
M o r e t h a n 1 0
0 5 - O c t
L e s s t h a n 5
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Members
Figure 4.7: Number of members chart
(Source: Created by the Author)
More than 3 years1-3 yearsLess than a year
25%30%45%
How long have you been shopping with Taj Hypermarket
25%
30%
45%
Shopping duration
More than 3 years
1-3 years
Less than a year
Figure 4.8: Shopping duration chart
(Source: Created by the Author)

58
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Part B:
Q1. Marketing is important concept for retaining consumers.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
44% 39% 2% 10% 5%
Strongly Agree (1)
44%
Agree (2)
39%
Neutral (3)
2%
Disagree (4)
10%
Strongly Disagree (5)
5%
marketing
Figure 4.9: Q1 chart
(Source: Created by the Author)
Survey data is showing that 44% of total respondents have strongly agreed that marketing
helps to retain customers and 39% of total respondents have supported them. It means,
existing customers follow marketing to trust on products of Taj.
Q2. Retailers with effective customized marketing strategies promote
buying.

59
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
45% 35% 3% 9% 8%
Strongly Agree (1)
45%
Agree (2)
35%
Neutral (3)
3%
Disagree (4)
9%
Strongly Disagree (5)
8%
Promote buying
Figure 4.10: Q2 chart
(Source: Created by the Author)
45% of respondents have agreed that marking effect purchasing and 35% of respondents have
agreed with this fact. It means a customized marketing strategy of Taj is able to influence the
buying behavior of customers.
Q3. Are you aware of the marketing methods used by Taj Hypermarket?
NoYes
20%80%

60
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
No Yes
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
markting methods
Series1
Figure 4.11: Q3a chart
(Source: Created by the Author)
If Yes, tick those you are aware: Monthly Flyers
(8%) Bulk SMS
(12%) Calling (15%) Weekly Offers
(23%) Discount Sales
(20%) Whatsapp
Offers (32%) Games for
Kids (1%) Competitions
(1%)

61
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Figure 4.12: Q3b chart
(Source: Created by the Author)
80% of total respondents are aware of the marketing of Taj and only 20 % do not care about
marketing. This data is indicating that 32% of customers get influenced by discounts on sale
and maximum customers follow weekly offers and WhatsApp offers.
Q4. Marketing methods used by Taj Hypermarket enhances buying
experience.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
50% 37% 2% 6% 5%

62
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
50%
Agree (2)
37%
Neutral (3)
2%
Disagree (4)
6%
Strongly Disagree (5)
5%
buying experience
Figure 4.13: Q4 chart
(Source: Created by the Author)
Collected data is showing that 50% of respondents admitted that marketing enhances
purchasing experience and 37% of respondents have agreed with this fact. It means that
marketing of Taj helps customers in selecting and purchasing products of their choice.
Q5. Customized marketing is an effective tool of marketing.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
48% 39% 1% 9% 3%

63
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree
(1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree
(5)
0%
10%
20%
30%
40%
50%
60%
Effective tool
Series1
Figure 4.14: Q5 chart
(Source: Created by the Author)
48% of respondents have mentioned that customized marketing affects their buying behavior
and due to this reason, it can be considered as an effective marketing tool. 39% of total
respondents have agreed with this fact.
Q6. Taj Hypermarket uses customized marketing to attract customers.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
54% 30% 4% 7% 5%

64
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
54%
30%
4%
7%
5%
Strongly Agree (1)
Agree (2)
Neutral (3)
Disagree (4)
Strongly Disagree (5)
Figure 4.15: Q6 chart
(Source: Created by the Author)
54% of respondents have identified that Taj uses customized marketing to attract customers
and 30% of total respondents have agreed with this fact. It means that customers are aware of
customized marketing and they prefer it.
Q7. Customized marketing used by Taj Hypermarket is effective.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
49% 40% 3% 5% 3%

65
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
49%
Agree (2)
40%
Neutral (3)
2%
Disagree (4)
5%
Strongly Disagree (5)
3%
Effective
Figure 4.16: Q7 chart
(Source: Created by the Author)
Collected data is showing that 49% of respondents have strongly agreed about effectiveness
of customized marketing of Taj. 40% of respondents have agreed with this fact and it means
that Taj is getting benefit due to their customized marketing.
Q8. Customized marketing used at Taj Hypermarket focus on customer
preferences.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
47% 38% 2% 8% 5%

66
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
47%
Agree (2)
38%
Neutral (3)
2%
Disagree (4)
8%
Strongly Disagree (5)
5%
Customer preference
Figure 4.17: Q8 chart
(Source: Created by the Author)
47% of respondents have mentioned that customized marketing of Taj is customer-oriented
and 38% of total respondents have agreed with this fact. It means that customer orientation of
marketing is helping Taj to attract maximum customers.
Q9. Customized marketing at Taj Hypermarket has very less flaws.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
50% 38% 1% 6% 5%

67
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
50%
Agree (2)
38%
Neutral (3)
1%
Disagree (4)
6%
Strongly Disagree (5)
5%
Flaws
Figure 4.18: Q9 chart
(Source: Created by the Author)
50% of total respondents have admitted that customized marketing of Taj is flawless. In
addition, 38% of total customers have supported the statement about flawless marketing of
Taj. However, Taj needs to maintain this fact.
Q10. Taj Hypermarket can retain its customers using customized
marketing.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
48% 36% 2% 9% 5%

68
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
48%
Agree (2)
36%
Neutral (3)
2%
Disagree (4)
9%
Strongly Disagree (5)
5%
Retention rate
Figure 4.19: Q10 chart
(Source: Created by the Author)
48% of respondents have strongly agreed that Taj has potential to retain customers through
customized marketing and 36% of customers have agreed with this fact. It means Taj is
successful in retaining customers through customized marketing.
Q11. Customer retention has a higher significance compared to customer
acquisition.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
55% 30% 3% 7% 5%

69
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
55%
Agree (2)
30%
Neutral (3)
3%
Disagree (4)
7%
Strongly Disagree (5)
5%
Significance
Figure 4.20: Q11 chart
(Source: Created by the Author)
55% of participants have strongly agreed that customer retention is more important than
customer acquisition and 30% of respondents have mentioned this fact. It means that Taj
needs to focus on customer retention more than acquisition.
Q12. Customer service plays an important role in customer retention.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
48% 36% 4% 9% 3%

70
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
48%
Agree (2)
36%
Neutral (3)
4%
Disagree (4)
9%
Strongly Disagree (5)
3%
Customer service
Figure 4.21: Q12 chart
(Source: Created by the Author)
48% of participants have mentioned that they rely on companies based on their service
quality and 36% f respondents have supported this statement. It means that service quality of
Taj is the main reason behind customer retention.
Q13. Customer service at Taj Hypermarket enhances shopping
experience.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
53% 37% 1% 5% 4%

71
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
53%Agree (2)
37%
Neutral (3)
1%
Disagree (4)
5%
Strongly Disagree (5)
4%
Shopping experience
Figure 4.22: Q13 chart
(Source: Created by the Author)
53% of participants have agreed and 37% of respondents have strongly agreed on impact of
customer service on shopping experience. It means Taj is being able to provide top quality
shopping experience to customers through their services.
Q14. Fair reputation of Taj enhances customer retention?
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
54% 34% 2% 6% 4%

72
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
54%Agree (2)
34%
Neutral (3)
2%
Disagree (4)
6%
Strongly Disagree (5)
4%
Reputation
Figure 4.23: Q14 chart
(Source: Created by the Author)
54% of total respondents have mentioned that fair reputation of Taj is the main reason behind
customer retention in Taj and 34% of participants have agreed with this statement. It means
that, this retail organization needs to maintain fair reputation in order to obtain loyalty of
customers.
Q15. Taj Hypermarket can improve customized marketing to retain more
customers.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
49% 35% 1% 9% 6%

73
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree
(5)
0%
10%
20%
30%
40%
50%
60%
Improvement
Figure 4.24: Q15 chart
(Source: Created by the Author)
According to 49% of respondents, there are areas of improvement in customized marketing
by Taj and 35% of respondents have agreed with this fact. It means this company needs to
identify and fulfill gaps in their marketing process.
Q16. Taj Hypermarket can enhance customer service through customized
marketing.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
52% 33% 2% 8% 5%

74
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
52%
Agree (2)
33%
Neutral (3)
2%
Disagree (4)
8%
Strongly Disagree (5)
5%
Enhancement
Figure 4.25: Q16 chart
(Source: Created by the Author)
Data is showing that 52% of respondents have strongly agreed and 33% of respondents have
agreed on enhancement of customer service through customized marketing by Taj. It means
this company needs to maintain this practice in future.
Q17. Customized marketing at Taj Hypermarket is one of its competitive
advantage.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
48% 34% 4% 8% 6%

75
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
48%
Agree (2)
34%
Neutral (3)
4%
Disagree (4)
8%
Strongly Disagree (5)
6%
Competitive advantage
Figure 4.26: Q17 chart
(Source: Created by the Author)
48% respondents believe that customized marketing is a competitive advantage of Taj and
34% of respondents have agreed on this fact. It means this competitive advantage must be
retained by the firm.
Q18. Customized marketing at Taj Hypermarket needs more focus on
pricing.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
51% 38% 1% 6% 4%

76
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
51%
Agree (2)
38%
Neutral (3)
1%
Disagree (4)
6%
Strongly Disagree (5)
4%
Pricing
Figure 4.27: Q18 chart
(Source: Created by the Author)
According to 51% of respondents, customized marketing of Taj does not focus on price. 38%
of respondents have agreed that this company must consider pricing during development of
strategies for customized marketing.
Q19. Customized marketing can attract potential customers to Taj
Hypermarket.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
53% 33% 2% 8% 4%

77
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
53%
Agree (2)
33%
Neutral (3)
2%
Disagree (4)
8%
Strongly Disagree (5)
4%
Attraction
Figure 4.28: Q19 chart
(Source: Created by the Author)
53% of total respondents believe that Taj is being able to attract potential buyers through
customized marketing and 33% of respondents have agreed on this. It means Taj must
maintain this practice to increase customer base.
Q20. Customized marketing can improve customer loyalty.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
49% 38% 1% 8% 4%

78
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
53%
Agree (2)
33%
Neutral (3)
2%
Disagree (4)
8%
strongly disagree(5)
4%
Customer loyalty
Figure 4.29: Q20 chart
(Source: Created by the Author)
As per 49% of customers, customized marketing may help Taj to improve loyalty of
customers. 38% of participants have agreed with this fact. Taj must consider this fact to get
loyal customers.
Q21. Customer interaction must be enhanced to better understand
customer preferences.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
59% 28% 3% 7% 3%

79
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
59%
Agree (2)
28%
Neutral (3)
3%
Disagree (4)
7%
Strongly Disagree (5)
3%
Enhancement
Figure 4.30: Q21 chart
(Source: Created by the Author)
59% of respondents stated that interaction with customers helps to understand preferences of
customers. 28% of people have agreed with this fact, which means, Taj needs to ensure
effective communication with customers.
Q22. The use of social media is inevitable to enhance interaction with
customer.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
45% 36% 4% 10% 5%

80
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
45%
Agree (2)
36%
Neutral (3)
4%
Disagree (4)
10%
Strongly Disagree (5)
5%
social media
Figure 4.31: Q22 chart
(Source: Created by the Author)
Social media can be used to interact with customers and 45% of respondents have agreed on
this fact. In addition, 36% of participants have supported this aspect.
Q23. Proper implementation of marketing techniques helps to retain
customers
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
46% 40% 2% 7% 5%

81
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
46%
Agree (2)
40%
Neutral (3)
2%
Disagree (4)
7%
Strongly Disagree (5)
5%
Marketing implementation
Figure 4.32: Q23 chart
(Source: Created by the Author)
46% of total respondents have mentioned that effective marketing technique helps in
customer retention. 40% of total respondents have supported this fact. This data is postulating
that it is important for this company to develop as well as implement effective marketing
strategy for retaining customers.
Q24. Customized marketing builds personalized relation with customers.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
49% 36% 2% 9% 4%

82
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
49%
Agree (2)
36%
Neutral (3)
2%
Disagree (4)
9%
Strongly Disagree (5)
4%
Personalized relation
Figure 4.33: Q24 chart
(Source: Created by the Author)
49% of respondents have told that they have personalized relation with Taj because of their
customized marketing and 36% of participants have agreed with this fact. Taj must consider
this point while planning for improving marketing practice.
Q25. Taj Hypermarket maintains good relation with customers for
retaining existing customers.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
50% 37% 2% 8% 3%

83
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
50%
Agree (2)
37%
Neutral (3)
2%
Disagree (4)
8%
Strongly Disagree (5)
3%
Good relations
Figure 4.34: Q25 chart
(Source: Created by the Author)
Taj maintains a good relationship with their existing customers and 50% of total respondents
have mentioned this point. It has been found that 37% of total respondents have agreed on
this aspect. It means, maintaining good relationship with customers is positively influencing
customer satisfaction level and it is helping this company to retain customers.
Q26. Customized marketing by Taj Hypermarket is satisfactory.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
45% 39% 1% 10% 5%

84
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
45%
Agree (2)
39%
Neutral (3)
1%
Disagree (4)
10%
stronglydisagree(5)
5%
Satisfactory marekting
Figure 4.35: Q26 chart
(Source: Created by the Author)
45% of total respondents have mentioned that customized marketing of this company can be
considered as satisfactory and 39% of total respondents have supported this fact. It means this
company must maintain this approach in future to retain customers.
Q27. Taj Hypermarket is recommendable for customers of all ages due to
its customized marketing approaches.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
48% 39% 3% 6% 4%

85
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
48%
Agree (2)
39%
Neutral (3)
3%
Disagree (4)
6%
Strongly Disagree (5)
4%
Recommendable
Figure 4.36: Q27 chart
(Source: Created by the Author)
48% of total respondents have mentioned that they can recommended Taj to their friends and
family from all age group, due to their satisfactory customized marketing strategy and 39% of
respondents have mentioned supported this statement. It means that this company may
enhance their customer base through customized marketing.
Q28. Taj Hypermarket can improve customized marketing.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
49% 32% 2% 9% 8%

86
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
49%
Agree (2)
32%
Neutral (3)
2%
Disagree (4)
9%
Strongly Disagree (5)
8%
Improvement
Figure 4.37: Q28 chart
(Source: Created by the Author)
39% of respondents think that Taj can improve their marketing and 32% of respondents are
supporting this fact. Taj needs to develop effective strategies to amend this requirement of
customers.
Q29. Taj Hypermarket can be considered as best retailers as they are able
to retain customers
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
51% 35% 2% 7% 5%

87
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
51%
Agree (2)
35%
Neutral (3)
2%
Disagree (4)
7%
Strongly Disagree (5)
5%
Best retailer
Figure 4.38: Q29 chart
(Source: Created by the Author)
Ability to retain customers have is helping this company to become the best retailer as per
51% of respondents and 35% of them have agreed on this matter.
Q30. Taj Hypermarket always satisfies its customers for gaining loyalty.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
45% 39% 1% 10% 5%

88
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1)
45%
Agree (2)
39%
Neutral (3)
1%
Disagree (4)
10%
Strongly Disagree (5)
5%
Satisfaction of customers
Figure 4.39: Q30 chart
(Source: Created by the Author)
According to 45% of total respondents, this company focuses on needs of customers and
provides value to them in order to gain their loyalty. 39% of total customers have mentioned
that maintaining customer satisfaction is helping this company to earn loyalty of customers
and they are being able to retain customers.
Q31. Taj Hypermarket is always the best preference for shopping.
Strongly Agree
(1)
Agree (2) Neutral
(3)
Disagree (4) Strongly Disagree
(5)
45% 37% 1% 9% 8%

89
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree
(1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree
(5)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Best for shopping
Series1
Figure 4.40: Q31 chart
(Source: Created by the Author)
45% of respondents prefer Taj over other retailers and 37% of participant has mentioned the
same point. It means that this company is being able to serve as per market demand.
Statistical Analysis Tests
Normality test
Normal distribution of data is tested through normality test by using SPSS software.
Kolmogorov test is done in normality in this study that can help to find normal distribution of
data is achieved in the given variables or not. It can be seen that data of 100 respondents are
collected in this study for achieving desired objectives. If the value of significance level
or”p” is less than 0.05 then null hypothesis can be rejected and alternative hypothesis can be
accepted. Moreover, shapiro wilk test is also performed in this test of normality. This test
measures the null hypothesis and if p value comes greater than 0.05 then null hypothesis
needs to be accepted.
Normality test of customized marketing (Independent variable)

90
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
question1_IV .306 100 .000 .742 100 .000
question2_IV .300 100 .000 .744 100 .000
question3_IV .491 100 .000 .490 100 .000
question4_IV .293 100 .000 .698 100 .000
question5_IV .294 100 .000 .715 100 .000
question6_IV .298 100 .000 .703 100 .000
question7_IV .285 100 .000 .702 100 .000
question8_IV .300 100 .000 .721 100 .000
question9_IV .299 100 .000 .688 100 .000
question15_IV .300 100 .000 .714 100 .000
question16_IV .283 100 .000 .703 100 .000
question17_IV .286 100 .000 .734 100 .000
question18_IV .290 100 .000 .685 100 .000
question19_IV .290 100 .000 .699 100 .000
question20_IV .296 100 .000 .706 100 .000
question21_IV .331 100 .000 .672 100 .000
question24_IV .289 100 .000 .720 100 .000
question26_IV .309 100 .000 .731 100 .000
question27_IV .290 100 .000 .713 100 .000
question28_IV .294 100 .000 .724 100 .000
a. Lilliefors Significance Correction
Table 4.1: Normality test of customized marketing
Based on the above table it can be seen that, p value or significance level in kolmogorov test
for both in this variable is 0.0001, which is less than the standard accepted value of 0.05.

91
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Hence, this indicates that obtained data has deviated from normal range and null hypothesis
in this study cannot be accepted. On another hand, shapiro wilk test results shows that p value
is 0.0001, which is also less than standard value of 0.05. Hence, null hypothesis of this study
needs to be rejected. In addition, alternative hypothesis of this research must be accepted.
Hence, there is a positive relationship between customized marketing and retention of
customers. Taj hypermarket needs to give more emphasis on different customized marketing
strategies for enhancing customer retention.
Normality test of customer retention (Dependent variable)
Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
question10_DV .295 100 .000 .724 100 .000
question11_DV .303 100 .000 .691 100 .000
question12_DV .277 100 .000 .739 100 .000
question13_DV .286 100 .000 .669 100 .000
question14_DV .295 100 .000 .682 100 .000
question22_DV .289 100 .000 .754 100 .000
question23_DV .306 100 .000 .717 100 .000
question25_DV .282 100 .000 .711 100 .000
question29_DV .289 100 .000 .701 100 .000
question30_DV .309 100 .000 .731 100 .000
question31_DV .314 100 .000 .730 100 .000
a. Lilliefors Significance Correction
Table 4.2: Normality test of customer retention
In the above table it can be seen that, value of kolmogorov test has came 0.0001, which is
less than that of standard value. Hence, it can be stated that data has deviated from normal
range and null hypothesis needs to be rejected in this study. Moreover, tst of null hypothesis

92
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
is also done by the help of shapiro wilk test. Df in this test refers to degree of freedom that is
nothing but total number of respondents. This value is 100 for all factors in these variables. In
addition, p value is 0.0001 that is much less than standard value according to thumb rule,
which is 0.05. Hence, alternative hypothesis of this study is accepted, which means there is a
relationship between customized marketing and retention of customers.
Correlation
In this study, test of correlation has also been performed to measure the strength of relation
between the given two variables. Moreover, this test has also helped the researchers to
measure the direction of relationship between the provided variables of this study. Values of
a correlation coefficient generally come between +1 and -1. This value represents the degree
of relationship between the variables. If the value comes close to 0, the degree of association
between variables will be weak. On another hand, if value comes close to +1 then strength of
association will be large. In this test, Pearson correlation is used that can help to measure
degree of relationship between the independent and dependent variable. In this part of study,
kendall rang test of correlation has also been done to measure degree of dependence between
the two given variables. If value of this test comes to +1, then one variable is highly
dependent on another.
Correlation analysis of Customized marketing (IV) and customer retention (DV) using
Pearson correlation
Correlations
question2_IV question1_IV question10_DV question11_DV
question2_IV Pearson Correlation 1 .974** .958** .928**
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100

93
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
question1_IV Pearson Correlation .974** 1 .978** .948**
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
question10_DV Pearson Correlation .958** .978** 1 .965**
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
question11_DV Pearson Correlation .928** .948** .965** 1
Sig. (2-tailed) .000 .000 .000
N 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Table 4.3: Pearson Correlation
From the above statistical table of correlation it can be seen that all values has came close to
+1. Correlation values in this test are 0.958, 0.928, 0.978 and 0.948 respectively. Average
value of correlation in this part is 0.953, which indicates that strength of correlation or
relationship is higher in this case. This means that positive correlation has happened in this
case. Customized marketing strategies if implemented properly then retention of rate of
customers can increase. These two factors are closely related with each other. Taj
hypermarket needs to give more focus in designing different personalized marketing
strategies like email marketing, WhatsApp marketing in order to hold current consumer base
and attract new customers.
Correlation analysis of of Customized marketing (IV) and customer retention (DV)
using Kendall rank
Correlations
question2_IV question1_IV question10_DV question11_DV

94
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Kendall's
tau_b
question2_IV Correlation
Coefficient
1.000 .964** .936** .861**
Sig. (2-tailed) . .000 .000 .000
N 100 100 100 100
question1_IV Correlation
Coefficient
.964** 1.000 .943** .860**
Sig. (2-tailed) .000 . .000 .000
N 100 100 100 100
question10_D
V
Correlation
Coefficient
.936** .943** 1.000 .905**
Sig. (2-tailed) .000 .000 . .000
N 100 100 100 100
question11_D
V
Correlation
Coefficient
.861** .860** .905** 1.000
Sig. (2-tailed) .000 .000 .000 .
N 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
Table 4.4: Kendall rank
In the above table it can be seen that correlation values are 0.936, 0.861, 0.943 and 0.860
respectively. Average value of this Kendall rank test is 0.90, which indicates that there is high
strength of dependence present between these two given variables. This is a non-parametric
test, which helps to measure dependence degree between provided variables of a study. The
obtained value indicates that change in one variable can impact in another variable. This
means, if Taj hypermarket does not improves their strategies of customized marketing, and
then retention rate of customers can decrease. Moreover, increase in customer retention rate
is totally dependent on innovative strategies of personalized marketing of this retail

95
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
organization. In addition, if interaction with customers gets increased through different
medium then also loyalty and retention rate will increase. Customer interaction is considered
as a process of marketing that can be done in an innovative way to increase retention of
customers that is dependent on this.
Mean, median mode
These are basically three categories of average of data set and computation of these averages
takes place in case of statistical analysis of collected data for researches. Mean is the average
value of a range of data and it is considered as a set of a central value of a set of data. On
another hand, median is considered as the middle value of a set of numerical digits those are
arranges as smallest to the largest. The most often values of a data set is called as mode. In
this case, SPSS software has been used in order to calculate mode, median and mean values
of all questions of primary research.

96
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Mean, median mode of customized marketing (Independent variable)
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
question1_IV 100 1 5 1.93 1.148
question2_IV 100 1 5 2.00 1.255
question3_IV 100 1 2 1.20 .402
question4_IV 100 1 5 1.79 1.085
question5_IV 100 1 5 1.80 1.044
question6_IV 100 1 5 1.79 1.131
question7_IV 100 1 5 1.74 .981
question8_IV 100 1 5 1.86 1.119
question9_IV 100 1 5 1.78 1.079
question15_IV 100 1 5 1.88 1.183
question16_IV 100 1 5 1.81 1.134
question17_IV 100 1 5 1.90 1.176
question18_IV 100 1 5 1.74 1.031
question19_IV 100 1 5 1.77 1.090
question20_IV 100 1 5 1.80 1.073
question21_IV 100 1 5 1.67 1.035
question24_IV 100 1 5 1.83 1.101
question26_IV 100 1 5 1.91 1.147
question27_IV 100 1 5 1.79 1.038
question28_IV 100 1 5 1.95 1.266
Valid N (listwise) 100
Table 4.4: Mean of customized marketing
In this case mean values in respect to individual questions have been calculated. The table of
descriptive statistics is showing that mean values of questions are different from each other. It
can be seen the mean values belongs to the maximal and minimal number of a data set. All of

97
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
the mean values are lying in between 1 to 2 and all are near to each other. Data of question 2
is the highest mean value of this data set.
St
at
is
ti
cs
qu
esti
on
1_I
V
qu
esti
on
2_I
V
qu
esti
on
3_I
V
qu
esti
on
4_I
V
qu
esti
on
5_I
V
qu
esti
on
6_I
V
qu
esti
on
7_I
V
qu
esti
on
8_I
V
qu
esti
on
9_I
V
que
stio
n15
_IV
que
stio
n16
_IV
que
stio
n17
_IV
que
stio
n18
_IV
que
stio
n19
_IV
que
stio
n20
_IV
que
stio
n21
_IV
que
stio
n24
_IV
que
stio
n26
_IV
que
stio
n27
_IV
que
stio
n28
_IV
N V
a
li
d
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100 100 100 100 100 100
1
0
0
10
0
M
is
si
n
g
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Mode 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
Table 4.5: Median of customized marketing
Median values have been calculated separately in order to identify middle value of dataset.
The above mentioned table is indicating median values for individual questions of survey. It
can be seen that median values are lying in between 1 to 2. Many of the questions have
median value of 2 and many of the questions have median value 1.0 and some of these

98
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
questions have median values 1.5. It means that these values are the middle values of each of
the data set.
St
at
is
ti
cs
qu
esti
on
1_I
V
qu
esti
on
2_I
V
qu
esti
on
3_I
V
qu
esti
on
4_I
V
qu
esti
on
5_I
V
qu
est
ion
6_I
V
qu
esti
on
7_I
V
qu
esti
on
8_I
V
qu
est
ion
9_I
V
que
stio
n15
_IV
que
stio
n16
_IV
que
stio
n17
_IV
que
stio
n18
_IV
que
stio
n19
_IV
que
stio
n20
_IV
que
stio
n21
_IV
que
stio
n24
_IV
que
stio
n26
_IV
que
stio
n27
_IV
que
stio
n28
_IV
N V
a
li
d
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
10
0
100 100 100 100 100 100 100 100 100
1
0
0
100
M
is
si
n
g
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Medi
an
2.0
0
2.0
0
1.0
0
1.5
0
2.0
0
1.0
0
2.0
0
2.0
0
1.5
0
2.0
0
1.0
0
2.0
0
1.0
0
1.0
0
2.0
0
1.0
0
2.0
0
2.0
0
2.0
0
2.0
0
Table 4.6: Mode of customized marketing
Mode values have been calculated from the collected data set separately and it can be seen in
the last table. It can be seen that mode values for all data have came 1. It means that 1 is the
most often value in the collected data set.

99
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Mean, median, mode of customer retention (Dependent variable)
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
question10_DV 100 1 5 1.87 1.143
question11_DV 100 1 5 1.77 1.127
question12_DV 100 1 5 1.83 1.064
question13_DV 100 1 5 1.70 1.010
question14_DV 100 1 5 1.72 1.045
question22_DV 100 1 5 1.94 1.162
question23_DV 100 1 5 1.85 1.095
question25_DV 100 1 5 1.77 1.033
question29_DV 100 1 5 1.80 1.110
question30_DV 100 1 5 1.91 1.147
question31_DV 100 1 5 1.98 1.247
Valid N (listwise) 100
Table 4.7: Mean of customer retention
Mean values of DVs have been calculated separately and the above mentioned table is
indicating mean values. It can be seen that mean values are within 1 and 2. Different mean
values have been found in respect to each of the questions. These values are indicating
average of data set and these values are considered as the central values of concerned data
set.
Statistics
questio
n10_DV
questio
n11_D
V
questio
n12_D
V
questio
n13_D
V
questio
n14_D
V
questio
n22_D
V
questio
n23_D
V
questio
n25_D
V
questio
n29_D
V
questio
n30_D
V
questio
n31_DV
N Vali
d
100 100 100 100 100 100 100 100 100 100 100

100
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Mis
sin
g
0 0 0 0 0 0 0 0 0 0 0
Medi
an
2.00 1.00 2.00 1.00 1.00 2.00 2.00 1.50 1.00 2.00 2.00
Table 4.8: Median of customer retention
After calculation of mean, median values for each of the data set in respect to each of the
questions have been calculated. Median values are 1, 1.5 and 2.0 in different data sets. These
median values are indicating that these are the middle values of concerned data set.
Statistics
questio
n10_DV
questio
n11_D
V
questio
n12_D
V
questio
n13_D
V
questio
n14_D
V
questio
n22_D
V
questio
n23_D
V
questio
n25_D
V
questio
n29_D
V
questio
n30_D
V
questio
n31_DV
N Vali
d
100 100 100 100 100 100 100 100 100 100 100
Mis
sin
g
0 0 0 0 0 0 0 0 0 0 0
Mode 1 1 1 1 1 1 1 1 1 1 1
Table 4.8: Mode of customer retention
Mode of dependent variables has been calculated and represented in the above mentioned
table. This table is showing that mode values for each of the data set have came 1 as most of
the respondents have strongly agreed with the questions asked to them regarding dependent
variables. It can be considered that these mode values are the most often values in the sets of
collected data.
Hypothesis testing
Hypothesis testing helps to evaluate whether there is positive relationship between dependent
and independent variable of research. It is determined by evaluating sigma value found

101
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
through statistical analysis. Sigma value lower than .05 indicates that independent variable is
able to influence dependent variable effectively. In this case customized marketing is
independent variable and customer retention. The statistical analysis of this research is
showing that the sigma value is less than .05. It can be seen in the normality test of collected
data. From this finding, it can be stated that the alternative hypothesis of this research is
acceptable and researcher must reject the null hypothesis. It means there is positive
relationship between customized marketing and customer retention.
Table : Hypothesis testing
(Source: Created by Author)

102
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
4.3 Primary qualitative data analysis and findings
The primary qualitative data that has been collected by interviewing the managers for Taj
Hypermarket has revealed that understanding the role for customised marketing in retaining
customers as well as attracting new customers is highly effective. They said that customised
marketing could be considered to be highly efficient for attracting new customers as well as
retaining the customers.Customised marketing enables them to target their customer as per
their requirements and choices and hence they successfully attracts their customers as well as
retains their existing customer.When the second manager was asked regarding the
relationship between customised marketing with customer retention, they said that there is a
positive relationship between customised marketing and customer retention.They have
studied extensively and found that through customised marketing the overall customer
retention for Taj Hypermarket also increases.When the third manager was asked regarding
the factors that influence the customer retention through customised marketing,they he listed
the various factors usually influence customer retention by customised marketing that
includes the choice of the customer, the demographic of the customer and the need of the
customer that they usually target.
4.4 Summary
It can be summarised that on conducting the primary data, analysis it has been found that
majority of the customers belonged to the age group between 25 to 50. 25% however,
belonged to the age group of 18 to 25 and 15% belonged to the age above 50. It was also
found that majority of the respondents that is the consumers were employed. Approximately
20% were unemployed and the rest of the 20% was a student. Around 25% of them were a
businessperson and the consumer of Taj Hypermarket. Customized marketing can improve
customer loyalty was also agreed upon by most of the customers. Customers also felt that
customer interaction must be enhanced to better understand customer preferences along with

103
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
the use of social media being inevitable to enhance interaction with the customer. Consumers
also though that proper implementation of marketing techniques can show a hike in the
number of customers. Customized marketing enables the managers even to target their
customer as per their requirements and choices and hence they successfully attract their
customers as well as retains their existing customer.

104
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Chapter 5: Conclusion and recommendations
5.1 Conclusion
Customized marketing helps to increase satisfaction level of consumers and this helps in
retaining customers. From the above process of data collection and analysis, it can be
concluded that customer service helps in retaining consumers and helps to enhance their
loyalty. It was also found that Taj hypermarket can retain customers through the help of
customized marketing. However, majority of respondents have stated that this market can
improve customized marketing for obtaining better results. From the analysis, it was found
that the majority of consumers prefer to buy personalized products through the internet.
Hence, improvement in technical communication is essential in this sector. Positivism
philosophy of research has been applied in this study and quantitative approach is mainly
done in this study for collecting data. This has helped researchers to collect fresh data from
consumers.
It can be seen that majority of customers are belonging from lower age group. Hence, target
consumers of customized marketing are mainly youth. Majority of respondents stated that
they are aware of different strategies conducted by Taj hypermarket. Different personalized
marketing strategies like WhatsApp marketing and email marketing are conducted by Taj
hypermarket that has increased satisfaction rate. Moreover, majority of respondents agreed
that retailers with various effective marketing strategies help in promotion of buying.
Customized marketing helps in creation of long term relationship between customers and
sellers. Different information about personal preference and buying behavior can be known
by the help of this strategy. Loyalty of customers also increases as buying experience gets
improved. Hence, it can be stated that relationship is the base of customized marketing and
benefits like greater revenue can be earned by applying this strategy. Customers of Taj

105
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
hypermarket agreed that good has been maintained by this market and Taj hypermarket can
be recommended for customers of all ages.
5.2 Linking with objectives
Objective 1
The objective of this research is to develop an understanding of role of customized marketing
in retaining existing customers and this objective has been met in the literature review
portion. In this part of dissertation, concept, and effectiveness of customized marketing have
been discussed. In primary research, questions (Q1 to 5, 9, 10 and others) have been
developed in a way that has helped to meet this objective.
Objective 2
This objective is about evaluating relationship between retention of customers and
customized marketing. Discussion of literature review part have met this objective and
primary questions such as Q6, 7, 8, 12, 13 and more have helped to meet this objective.
Meeting this objective has helped in understanding impact of customized marketing on
customer retention of retailers. `
Objective 3
This objective is about evaluation of factors that helps to retain customers with the help of
customized marketing. This objective has been met in literature review part of this research.
Researchers have met this objective through primary research as well. Q 14 to 17, 19, and 21
to 31 have been developed based on this objective.
Objective 4
This objective is about recommending Taj effective strategies of customized marketing and
retaining customers. Primary research section has met this objective through Q18 and 20.
SMART recommendations in further part of this research are potent to meet this objective of
this research.

106
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
5.3 Recommendations
Different recommendations can be provided that can help retail firms like Taj hypermarket to
enhance their strategy of customized marketing. This can help to increase satisfaction rate of
customers.
Recommendation 1: Enhancing customer interaction process
Majority of respondents in data collection process have stated that customer interaction
process needs to be enhanced. This can help retail market to build a better understanding of
consumer preference. This can be done by providing proper training to customers and
increasing their essential skills communication.
SMART factors Description
Specific Improving the process of customer
interaction can help to achieve better
information about consumer preference and
needs. Hence, tools of customized marketing
can be implemented in a proper way to
retain consumers.
Measurable Skills of salesperson can be measured by
applying different tools like survey. This
measurement can help to design training
program to fulfill gaps in employees.
Achievable Designing and organizing training program
for employees of retail firms like Taj
hypermarket can help to improve the

107
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
process of customer interaction.
Relevant This recommendation is relevant because
improvement of customer interaction
process can help to increase satisfaction rate
of customers. This can also guide to frame
customized marketing strategy for
increasing their loyalty.
Time-bound Six months time required to fulfill this
recommendation.
Action plan
Actions Time
Measuring current procedure of customer
interaction and skills of employees
1-2 months
Identifying gaps and organizing training 3 months
Conducting tests to measure increase of
skills in employees
1 month
Recommendation 2: Improving infrastructure of technology
It can be seen from the discussion in above chapters of this study that technology especially
digital technology plays an essential role in personalized marketing. Technology helps in
guiding the marketing process in right direction by collecting data regarding customers.
Automation needs to be achieved in marketing process and proper content needs to be

108
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
delivered to customers. This can help to increase customer satisfaction and retail firms like
Taj hypermarket can gain competitive advantage.
SMART factors Description of factors
Specific In personalized marketing collection of data
is essential that can be done by applying
right tools of technology. Different digital
tools like social media can be adapted to
collect data and design marketing strategy.
Measurable Current infrastructure about technology can
be measured by the help of effectiveness of
those technologies. Strength of these
technologies in attracting and retaining
customers and collection of data can be
measured. This can help to increase
infrastructure of technology.
Achievable Bringing new technologies and making
automation of marketing process can help to
improvise this recommendation in a proper
way.
Relevant In personalized marketing, technology is
playing a major role. Collection of
customers’ data and conducting marketing

109
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
can be done easily through technology.
Moreover, transparency can be increased
with the help of this factor.
Time-bound Implementing this technology requires time
and near about 7 months required for
obtaining this recommendation.
Action plan for obtaining this recommendation
Actions to be taken Time required
Measuring current technology 1 month
Making investment to purchase and
install new technology
2-3 months
Providing knowledge about new
technology to employees
2 months
Implementing technology to collect data
and automating the marketing process
1 month
Recommendation 3: Customized marketing must provide more focus on pricing
In data collection process it was found that majority of respondents stated that Taj
hypermarket needs to give more focus on price. Providing exact information about price of
products, discounts offers can help to elevate customer loyalty. Offering different goods at
affordable prices and transparent information about price of goods and services can help to
increase loyalty of customers.

110
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Factors of SMART Description of factors
Specific A major portion of respondents has
recommended Taj hypermarket to give more
focus on pricing. Detailed information
regarding pricing can be provided through
customized marketing. This can help to
increase satisfaction rate of consumers and
thus loyalty level can be increased.
Measurable Different strategies about pricing in
customized marketing can be evaluated. In
addition, different suggestions and feedback
from customers can be collected. This can
help to gain ideas regarding implementing
this recommendation.
Achievable Proper planning and giving more focus on
pricing in customized marketing strategies
like email marketing and WhatsApp
marketing can help to achieve this
recommendation.
Relevant Proper collection of feedback from
customers giving more focus on prices can
increase transparency of customized
marketing. Hence, direct impact on loyalty

111
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
of customers can be noticed.
Time-bound About 4 months required for fulfilling this
recommendation.
Action plan to fulfill this recommendation
Actions Time required
Gathering information from customers 2 months
Redesigning personalized marketing
procedure and providing more
information about price
1 month
Measuring satisfaction level of customers 1 month
5.4 Future scope of the study
In this study, different roles of customized marketing have discussed that impact on loyalty of
consumers. In addition, impact of personalized marketing on customers is also discussed in
detail. However, in future role of customized marketing in changing motivation of customers
can be reached. Different customized marketing channels can be used to increase motivation
level of customers and change their buying behavior. Different theories and research articles
can be reviewed to collect information about this area. In addition, automation of marketing
and how can it help in personalized marketing can be discussed in the future. Automation of
different processes helps in improving customized marketing and the pace of this process can
be increased.

112
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
5.5 Limitation of research
This research has been performed in a proper way that has helped to gain desired objectives.
There are different limitations to this research that needs to be mentioned. Different
customized marketing techniques of competitors of Taj hypermarket are not researched.
Collection of information about competitors regarding this process can help in proper
comparison. Hence, lack in this process of marketing of Taj can be known in a proper way.
Moreover, less emphasis was given on the interview process of managers, which has
deprived in achieving details information regarding future plans.

113
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
References
Ali, Y., Nusair, M.M., Alani, F., Khan, D., Rahman, F. and Al Badi, L., 2017.
Employment in the Private Sector in Oman: Sector-Based Approach for
Localization.
Ananda, S. and Devesh, S., 2018. Factors leading to customer satisfaction:
an empirical study of retail banking in Oman. International Journal of
Economics and Business Research, 16(4), pp.502-516.
Belwal, R. and Belwal, S., 2014. Hypermarkets in Oman: a study of
consumers’ shopping preferences. International Journal of Retail &
Distribution Management, 42(8), pp.717-732.
Belwal, R. and Belwal, S., 2017. Factors affecting store image and the
choice of hypermarkets in Oman. International Journal of Retail &
Distribution Management, 45(6), pp.587-607.
Boyle, S.S., Lami, G., Ruggieri, N. and Dao, T., Joingo LLC, 2014. Method
and system for personalized venue marketing. U.S. Patent 8,825,085.
Csikósová, A., Antošová, M. and Čulková, K., 2014. Strategy in direct and
interactive marketing and integrated marketing communications.
Procedia-Social and Behavioral Sciences, 116, pp.1615-1619.
Dani, S., 2014. Middle East Retail: Fostering Growth despite Challenges.
Ennew, C.T., Binks, M.R. and Chiplin, B., 2015. Customer satisfaction and
customer retention: An examination of small businesses and their banks in

114
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
the UK. In Proceedings of the 1994 Academy of Marketing Science (AMS)
Annual Conference (pp. 188-192). Springer, Cham.
Gan, C., Cohen, D., Clemes, M.D. and Chong, E., 2006. A survey of
customer retention in the New Zealand banking industry.
Goldsmith, R.E. and Freiden, J.B., 2004. Have it your way: consumer
attitudes toward personalized marketing. Marketing Intelligence &
Planning, 22(2), pp.228-239.
Guelman, L., Guillén, M. and Pérez-Marín, A.M., 2015. A decision support
framework to implement optimal personalized marketing interventions.
Decision Support Systems, 72, pp.24-32.
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism
industry: Impact of quality, satisfaction, trust, and price
reasonableness. Tourism Management, 46, pp.20-29.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience
management: toward implementing an evolving marketing
concept. Journal of the Academy of Marketing Science, 45(3), pp.377-401.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience
management: toward implementing an evolving marketing
concept. Journal of the Academy of Marketing Science, 45(3), pp.377-401.
Jahromi, A.T., Stakhovych, S. and Ewing, M., 2014. Managing B2B
customer churn, retention and profitability. Industrial Marketing
Management, 43(7), pp.1258-1268.

115
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Kerr, G. and Patti, C., 2015. Strategic IMC: From abstract concept to
marketing management tool. Journal of Marketing Communications, 21(5),
pp.317-339.
Kumar, V. and Reinartz, W., 2018. Customer relationship management:
Concept, strategy, and tools. Springer.
Kwiatkowski, C., 2018. SERVICE QUALITY MANAGEMENT MODEL AND
RELATIONSHIP MARKETING. ПРОГРАМНИЙ КОМІТЕТ, p.128.
Mecha, E.K., Martin, O. and Ondieki, S.M., 2015. Effectiveness of customer
retention strategies: A case of commercial banks, Kenya. International
journal of business and management, 10(10), pp.270-275.
Rowley, J., 2016. Information marketing.Routledge.
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S. and
Morrissey, S., 2016. Mobile shopper marketing: Key issues, current
insights, and future research avenues. Journal of Interactive Marketing,
34, pp.37-48.
Shen, A., 2014. Recommendations as personalized marketing: insights
from customer experiences. Journal of Services Marketing, 28(5), pp.414-
427.
Siddique, C.M., 2014. Impediments to market orientation: An exploratory
study of retail SMEs in the United Arab Emirates. Education, Business and
Society: Contemporary Middle Eastern Issues, 7(1), pp.33-56.

116
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Sun, B., Wilcox, R. and Zhu, T., 2014. Ignoring your best customer? An
investigation of customer satisfaction, customer retention and their
financial impact. Profit Maximization Through Customer Relationship
Marketing: Measurement, Prediction, and Implementation, p.87.
Tauni, S., Khan, R., Durrani, M.K. and Aslam, S., 2014. Impact of customer
relationship management on customer retention in the telecom industry
of Pakistan. Industrial Engineering Letters, 4(10), pp.54-59.
Tripathi, M.N., 2014. Customer Satisfaction and Engagement-Customer
Retention strategies for brand manager. Vilakshan: The XIMB Journal of
Management, 11(1).
Tucker, C.E., 2014. Social networks, personalized advertising, and privacy
controls. Journal of Marketing Research, 51(5), pp.546-562.

117
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Appendix
Survey Questionnaire
My name is Jabir Abdu Rahim studying MBA-IT at Middle East College of Information and
Technology, Oman. This survey is done as a part of a research titled, “A Study on Role of
Customized marketing in Retaining Customers – A Case Study of Taj Hypermarket Suwaiq,
Oman” to understand how customized marketing can used retain customers. No personal
information shall be disclosed under any circumstances.
Part A:
Name of the Respondent (optional):______________________________
Age:
Above 5035-5025-3518-25
Profession:
UnemployedEmployedBusinessmanStudent
Gender:
Nationality:
FemaleMale

118
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Average monthly income (in Omani Riyals):
Above 300200-300100-200Below 100
Average spend at Taj Hypermarketin a month (in Omani Riyals):
Above 200100-20050-10020-50Below 20
More than 105-10Less than 5
Number of members in your family:
More than 3 years1-3 yearsLess than a year
How long have you been shopping with Taj Hypermarket
Part B:
Q1. Marketing is important concept for retaining consumers.
Non OmaniOmani

119
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q2. Retailers with effective customized marketing strategies promote buying.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q3. Are you aware of the marketing methods used by Taj Hypermarket?
NoYes
Q4. Marketing methods used by Taj Hypermarket enhances buying experience.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q5. Customized marketing is an effective tool of marketing.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q6. Taj Hypermarket uses customized marketing to attract customers.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q7. Customized marketing used by Taj Hypermarket is effective.

120
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q8. Customized marketing used at Taj Hypermarket focus on customer preferences.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q9. Customized marketing at Taj Hypermarket has very less flaws.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q10. Taj Hypermarket can retain its customers using customized marketing.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q11. Customer retention has a higher significance compared to customer acquisition.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q12. Customer service plays an important role in customer retention.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)

121
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Q13. Customer service at Taj Hypermarket enhances shopping experience.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q14. Fair reputation of Taj enhances customer retention?
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q15. Taj Hypermarket can improve customized marketing to retain more customers.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q16. Taj Hypermarket can enhance customer service through customized marketing.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q17. Customized marketing at Taj Hypermarket is one of its competitive advantage.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q18. Customized marketing at Taj Hypermarket needs more focus on pricing.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)

122
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Q19. Customized marketing can attract potential customers to Taj Hypermarket.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q20. Customized marketing can improve customer loyalty.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
\
Q21. Customer interaction must be enhanced to better understand customer
preferences.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q22. Use of social media during interaction can help in customer retention
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q23. Proper implementation of marketing techniques helps to retain customers
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)

123
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Q24. Customized marketing builds personalized relation with customers.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q25. Taj Hypermarket maintains good relation with customers for retaining existing
customers.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q26. Customized marketing by Taj Hypermarket is satisfactory.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q27. Taj Hypermarket is recommendable for customers of all ages due to its customized
marketing approaches.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q28. Taj Hypermarket can improve customized marketing.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)

124
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Q29. Taj Hypermarket can be considered as best retailers as they are able to retain
customers
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)

125
ROLE OF CUSTOMIZED MARKETING IN RETAINING CUSTOMERS
Q30. Taj Hypermarket always satisfies its customers for gaining loyalty.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Q31. Taj Hypermarket is always the best preference for shopping.
Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly Disagree (5)
Suggestions/Feedback: