MBA Dissertation: Customized Marketing for Taj Hypermarket

This MBA dissertation explores the role of customized marketing in retaining customers at Taj Hypermarket. The research begins with an introduction to the topic, followed by a literature review that identifies gaps in existing research regarding the relationship between customized marketing techniques and customer retention, as well as the factors that influence customer retention through customized marketing. The study employs a deductive approach and a quantitative research methodology, including surveys and observational methods, to gather both primary and secondary data. The findings are presented with data analysis, including correlation tests, and reveal the potential of customized marketing strategies like email and WhatsApp marketing in enhancing customer retention. The dissertation concludes with recommendations for Taj Hypermarket, such as enhancing customer interaction and improving technology infrastructure, and suggests a focus on personalized marketing to improve customer retention rates. A bibliography is included to support the research.

Taj Hypermarket

Introduction
 Provides a background that is required for details
 Narrows the focus after the research scope is defines
 Provides pivotal study in the research
 Significant for professionals such as the management of the organization.
 Taj Hypermarket would have an idea of retaining its customers

Aim
 Identify the way customized marketing could be used for retaining
potential and current customers
 Identify appropriate customized marketing strategies which Taj
Hypermarket could implement for acquiring the best results.

Objectives
 Understand the features of customized marketing and retain customers
 Identify relationship between customized marketing for retention of
customers
 Analyse factors that influence customer retention with the help of
customized marketing

Structure of dissertation
Chapter 1. • Introduction
Chapter 2. • Literature Review
Chapter 3. • Research Methodology
Chapter 4. • Findings and Data Analysis
Chapter 5. • Conclusion and Recommendation

Literature review
 Primary data was collected 219 residents, 199 same state residents,
171 other state residents and 3 non-U. S individuals
 Data was collected from men and women consumers
 It was found that nearly half of the participants bought at least one
personalized product form an organization.

Literature review
 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
 Consumers are ready to buy personalized products
 This research and its outcomes cannot be used in this dissertation.

Literature review
 Eleven hypotheses were 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.
 This research work does not show how customized marketing can improve
customer retention in the banking sector of New Zealand
 In order to collect data this research developed survey questionnaire that had
three different and major areas.

Literature review
 After analysing the collected data this research identified that medical
quality, satisfaction, trust and intentions can easily retain customers in
the tourism sector.
 The outcomes and findings of this research work cannot be followed
here.

Research and methodology
 Deductive approach, it helps in the process of developing the
hypothesis upon the pre-existing theory as well as formality in the
research approach for testing
 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.

Research and methodology
 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.

Research and methodology
 Research methods that are Quantitative in nature would be used for
interpreting the results obtained from the surveys.
 Observing customers through the store would also help in enhancing
visual merchandising as well as customer preferences
 The data sources used for this research include both primary and
secondary data.

Gantt chart
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

Q1 and Q2 charts
Strongly Agree
(1)
44%
Agree (2)
39%
Neutral (3)
2%
Disagree (4)
10%
Strongly Disagree (5)
5%
marketing
Strongly Agree
(1)
45%
Agree (2)
35%
Neutral (3)
3%
Disagree (4)
9%
Strongly Disagree (5)
8%
Promote buying

Q3 and Q4 charts
Strongly Agree
(1)
50%
Agree (2)
37%
Neutral (3)
2%
Disagree (4)
6%
Strongly Disagree (5)
5%
buying experience

Q5 and Q6 charts
Strongly
Agree (1)
Agree (2) Neutral (3) Disagree
(4)
Strongly
Disagree
(5)
0%
10%
20%
30%
40%
50%
60%
Effective tool
Series1
54%
30%
4%
7%
5%
Strongly Agree (1)
Agree (2)
Neutral (3)
Disagree (4)
Strongly Disagree (5)

Q7 and Q8 charts
Strongly Agree
(1)
49%Agree (2)
40%
Neutral (3)
2%
Disagree (4)
5%
Strongly Disagree (5)
3%
Effective
Strongly Agree
(1)
47%
Agree (2)
38%
Neutral (3)
2%
Disagree (4)
8%
Strongly Disagree (5)
5%
Customer preference

Conclusion
 Test of correlation has been performed to measure the strength of
relation between the given two variables.
 This test has 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 value comes close to +1 then strength of association will be large.

Pearson correlation
 From the table of correlation, it can be seen that all values have come
close to +1. Correlation values in this test are 0.958, 0.928, 0.978 and
0.948 respectively
 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

Conclusion
 it can be seen that correlation values are 0.936, 0.861, 0.943 and 0.860
respectively.
 The obtained value indicates that change in one variable can impact in
another variable
 Increase in customer retention rate is totally dependent on innovative
strategies of personalized marketing of this retail organization
 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.

Recommendations
 Enhancing customer interaction process
 Improving infrastructure of technology
 Customized marketing must provide more focus on pricing

Bibliography
 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.
 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.
 Gan, C., Cohen, D., Clemes, M.D. and Chong, E., 2006. A survey of
customer retention in the New Zealand banking industry.