CHAPTER 1

INTRODUCTION
1.1 TOPIC

The main purpose of this project is to provide an approach for analyzing market structure in
terms of brand loyalty and brand awareness for the purchase of Pearl Club Services. Ideally,
your brand should be the first one that comes to your mind within specific product categories
and associated with key consumer benefits. Consumers should be able to identify which
products and services brand offers. They should also be able to identify which benefits are
associated with the brand. It is also useful to segment the market, based on brand loyalty and
brand awareness and to understand the needs of loyal customers and potential awareness, as
well as their attitude towards key brand attributes. The goal of this project is to create
awareness among the consumers that there are different brands in the product categories in
which the brand operates, and also to measure the consumer's behavior of repeatedly
purchasing a specific brand over a certain period of time. It is also useful to segment the
market, based on brand loyalty and brand awareness and to understand the needs of loyal
customers and potential awareness, as well as their attitude towards key brand attributes. A
person's attitude toward a brand is relevant to the degree of their brand loyalty. Brand
awareness is linked to consumers brand preferences, that salient brands are high in both
intentions to buy the brand and brand loyalty. It is a well known fact that a distinctive brand
identity is one of the most influential factors in determining how consumers differentiate
between similar products and services. Both tools are separate in practice, but also used in
combination with each other. It is the also the key to attracting new customers and retaining
existing customers. The intent of this study is to provide insights of the needs of two groups
of customers, repeat buyers and operations of the brand, in order to help corporations develop
appropriate marketing strategies.
1.2 COMPANY

About pearl club

Pearl club is all about exciting offers, exclusive deals and best discounts available for our
members. Also the pearl club is known for merchant benefits in which we have designed
exclusive promotional programs, advertisements campaigns to increase their sales of existing
as well as new business which could turn them into a profits. We are the J & ks first ever
marketing company dealing in loyalty services. Here entering this club or becoming a
member in the club you will be entitled to the best of the best deals available for all club
members. Pearl Club has been visualized, conceptualized and developed by Pearl Club
Services Pvt. Ltd. a Jammu based marketing company that has pioneered in the field of sales
incitement and customer loyalty programs. The key to any concept has always been
simplicity and we have tried to keep the buying, activation, usage and service of Pearl Club
Membership Card to be very simple.. We started Pearl Club Membership in August, 2016 and
in very short span of time have managed the largest database of offers and deals in the
country. Pearl Club Membership Card offers a very simple modus operandi where you just
need to carry your Pearl Club Membership Card while going to shop or dine out and it will
help you save each time you will spend.

Our mission

PEARL CLUBCARD provides the best offers & gives PEARL CLUBCARD member the
best experience at their favourite outlets, so they can have customer delight.

Our vision

THE PEARL CLUBCARD IN EVERY WALLET AND ALL USING IT FOR SAVING
MONEY ON EVERY PURCHASE BY GETTING THE BEST DEALS

About pearl club membership

Killer offers/deals from most sought after restaurants, night clubs, health clubs, beauty chains,
spas, health care chains, tattoo studios and much more in your city and across India.
Handpicked specially for you.

Buy one get one FREE Deals

Buy two get one FREE Deals

50% Discounts on Liqour

Upto 40% Discounts on food bills

Buy two get one FREE Deals

50% Discounts on Liqour

Upto 40% Discounts on food bills

Our services

Ever hear the 80/20 rule - where 80 percent of your sales will come from 20% of our
customers? Customer retention is the key to healthy business growth. We can help you retain
your most valuable customers.

Keep Customers

Gain Wallet Share

Marketing Effectiveness Insight

Facilitate Communication

Cross Branding

Advertising and Cross Promotions

Prompt Additional Purchases

Yeild Customer Insight

Service Deffrentitaion

Enhace Value Proposition

Attract new Customers

Terms and condition :-

General

1. This PEARL CLUBCARD will be valid for 1 year and membership fee will be Rs, 2000/-
(Rupees Two Thousand only).

2. In case of loss of PEARL CLUBCARD, the card holder must report to the issuing authority
of PEARL CLUBCARD.

3. Duplicate card shall be issued at charge of rupees 500/-

4. PEARL CLUBCARD holder does not confer any other rights/privileges, except discounts,
as stated in our tie ups above.

5. Membership fee of Rs, 2000/- (Rupees Two Thousand only) is valid for one year in the
first instance. Card has to be renewed thereafter, after paying the renewal fee of THEN
PRESENT CARD FEE within 7 days after the date of expiry of the card failing which the
card issued shall stand cancelled and card holder will have to apply for new PEARL
CLUBCARD. This card shall not be transferable to any other person. Only the cardholder
will be entitled to avail the discount.

6. Two passport sized coloured photographs to be enclosed with application form.

7. PEARL CLUBCARD is for personal use only. Do not hand it over to anybody other than
designated MEMBER.

8. Do intimate us promptly for any changes in your particulars recorded with us, like (Change
in address or telephone number).

9. This PEARL CLUBCARD is valid ACROSS J&K.

10. Any dispute arising from the offer of PEARL CLUBCARD shall be subject to jurisdiction
of courts of J&K only.

11. The above terms and conditions/revised rates shall be applicable from 1.4.2017.

Notifications

1. Pearl Club will be sending any Transactional messages (SMS) to Registered users to notify
them for any activity regarding their accounts with Pearl Club.

Declaration:

I have gone through the terms and conditions stated above and i promise to abide by all of
them.

Specimen signature of Applicant _________

1. ________ Complete Address_________

2. ________ ____________
 CHAPTER 2
Review of Literature
2.1 Review of Literature
Literature Review is the documentation of a comprehensive review of the published and
unpublished work from secondary sources of data in the areas of specific interest to the
researcher.

The main aim is to find out problems that are already investigated and those that need further
investigation It is an extensive survey of all available past studies relevant to the field of
investigation. It gives us knowledge about what others have found out in the related field of
study and how they have done so.

A successful brand is an identifiable product, service, person or place augmented in such a

way that the buyer or user perceives relevant, unique added values which match their needs
most closely. Furthermore, its success results from being able to sustain these added values in
the face of competition. Successful brands deliver benefits to satisfy customer needs. These
needs include rational needs (such as features, packages or the price of a brand) and
emotional needs (such as prestige, distinctiveness, style or the social reassurance of a brand).
Brand loyalty measurement has not flourished in the marketing literature. A person's attitude
toward a brand is relevant to the degree of their brand loyalty. Brand awareness is linked to
consumers brand preferences, that salient brands are high in both intentions to buy the brand
and brand loyalty. It is a well known fact that a distinctive brand identity is one of the most
influential factors in determining how consumers differentiate between similar products and
services.

Brand loyalty is a consumers preference to buy a particular brand in a product category. It

occurs when consumers perceive that the brand offers the right product features, images or
level of quality at the right price. This perception may translate into repeat purchase resulting
in loyalty. Brand Loyalty is therefore related to a customers preference and attachment to a
brand. It may occur due to a long history of using a product and trust that has developed as a
consequence of the long usage.

One of the most comprehensive and most cited conceptual definitions of brand loyalty was
forwarded by Jacoby and Chestnut (1978). Jacoby et al, defines brand loyalty as the biased,
behavioural response, expressed over time, by some decision-making unit, with respect to
one or more alternative brands out of a set of such brands, and is a function of psychological
decision-making, evaluative processes.

Cunningham (1956) identified three definitions of brand loyalty comprising; customers lost
and gained over specific time periods; time sequences of individual purchases and share of
the market (Smith). Olsen and Jacoby (1971) used factor analysis to conceptualised brand
loyalty and found that brand loyalty is related to; percentage of purchase devoted to the most
purchased brand, number of different brand purchased over the past two years, number of
times the favourite brand was purchased out of the last five purchases, three consecutive
purchases out of the last five purchases and the actual number of consecutive purchases of
favourite brand out of the last five purchases (Smith). Based on the summary by Smith brand
loyalty as defined by Cunningham (1956), Day (1969) Buford, Enis and
Paul (1971), Olson and Jacoby (1971) behavioural loyalty is expressed in the form of
repeated purchase of the brand (Smith, 2003).

David A. Aaker defines brand loyalty as the measure of attachment that a consumer has
towards a brand. Brand loyalty according to him reflects how likely a consumer will be to
switched brands when that brand makes a product change either in price or product features.
Aaker states that the core of a brands equity is based on customer loyalty. Therefore if
customers buy with respect to features, price and convenience with little concern to the brand
name, there is perhaps little equity (Aaker, 1991).
Aaker conceptualises brand loyalty as a pyramid with five tiers. The bottom represents the
non-loyal consumers who are indifferent to the brand and who perceived any brand as being
adequate whereby the brand name has little influence over buying decisions. The second
level are those who are satisfied with the product or are at least not dissatisfied. The next
level are the satisfied buyers with switching costs, those who do not want to risk changing
product and may be termed habitual buyer. The next level are loyal buyers who considers the
brand as a friend. The fifth level is the committed buyer or those who are extremely loyal to
the brand. They comprise those who are proud users and will recommend the product to
others (Aaker, 1991).
 CHAPTER 3
OBJECTIVES AND SCOPE

9
3.1 OBJECTIVES OF STUDY

1. To measure the Brand awareness and Brand loyalty of Pearl Club Services
Pvt. Ltd.
2. To find out the companys position in the market.
3. To find how much customers in the market are aware about the company.
4. To find out the loyal customers of Pearl Club Services Pvt. Ltd.
5. To determine the factors which is affecting promotional activities.
6. To find out drawbacks of the brand.

10
 CHAPTER 4
RESEARCH METHODOLOGY

11
RESEARCHJ METHODOLOGY

Research is an endeavour to discover answers to intellectual and practical problems

through the application of scientific method. Research is the systematic process of
collecting and analyzing information (data) in order to increase our understanding of
the phenomenon about which we are concerned or interested. It is an extensive survey
of all available past studies relevant to the field of investigation. It gives us
knowledge about what others have found out in the related field of study and how
they have done so. A research methodology is the specification of methods and
procedures for acquiring the information needed to structure or to solve problems. It is
the overall operational pattern or frame work of the project that stipulates what
information is to be collected from which sources, and by what procedures. If it is a
good design it will ensure that the information obtained is relevant to the research
problem and that it was collected by objective and economical procedures. A research
design might be described as a series of advance decisions that, taken together, from a
specific master plan of model for the conduct of the investigation. Although research
designs may be classified by many criteria, the most useful one concerns the major
purpose of the investigation.

Type of research- Exploratory research or Formulative research.

The research has been conducted within the data and information available to gain
familiarity with the problem, to generate new ideas or to make a precise formulation
of the problem. The current scenario is observed and an attempt has been done to
relate the various variables.

The major purposes of exploratory studies are the identification of problems, the more
precise formulation of problems (Including the identification of relevant variables),
and the formulation of new alternative courses of action. An exploratory study is often
the first in the series of projects that culminate in one concerned with the drawing of
inferences that are used as the basis of management action. That is, an exploratory
study is often used as an introductory phase of a larger study and results are used in
developing specific techniques for the larger study. Secondary sources of information,
as used in the section, are the rough equivalent of the Literature on the subject.

4.1 DATA COLLECTION TECHNIQUES

Primary Data Collection: -The primary data are collected through survey method.
Survey method is undertaken to find the customer satisfaction and brand loyalty. A
survey was conducted among the people of Jammu City by the aid of well-structured
questionnaire. The population for the study consists of people who are customers of
Pearl Club Services Pvt. Ltd.

12
Secondary Data Collection: - Secondary data will consist of different literatures like
books which are published, articles, internet, and the companys websites.

1. Research approach: Survey method

2. Research instrument: Questionnaire
3. Contact method: Personal contact
4. Data analysis: percentage analysis
5. Sampling unit: Customers of Pearl Club Services Pvt. Ltd.
6. Sample size: 60
7. Sampling method: Convenience sampling method

4.2 SAMPLE DESIGN

Sample Size:

The sampling size includes male and female users from different occupation, age. The
sampling size was restricted to 60 because of the time constrains.

Sampling technique:

Here, convenient sampling technique has been adopted for collecting the primary
data.

Statistical tools
Pie charts.

13
 CHAPTER 5
DATA ANALYSES AND
INTERPRETATION

14
Q1) To which age group do you belong?

Sno. Age group No of Percentage

respondents OF RESPECT

1. 16-26 12 20

2. 26-36 18 30

3. 36-46 16 27

4. 46-56 8 13

5. 56 & 6 10
above

6. Total 60 100

AGE GROUP
56 & Above
10% 16-26
20%

46-56
13%

26-36
36-46 30%
27%

Interpretation:-From the above analysis it is stated that the majority of

the respondents are in between 26 to 36 age group and after that the
second highest age is 36 to 46 in which the respondents fall.
Middle aged people are more interested in products and services offered
by the company.
15
Q2) What channels you prefer to use for customer service?

Sno. Particulars No of Percentage

respondents

1. Social Media 26 44

2. Enquiries 13 22
Contact Form

3. Email 11 18

4. Telephone 5 8

5. Other 5 8

6. Total 60 100%

CHANNEL PREFRENCE FOR CUSTOMER SERVICE

Other
8%
Telephone
8%

Social Media
44%
Email
18%

Enquiries Contact
Form
22%

Interpretation:- Social media channels are preferred for customer service with
44% respondents choosing Social Media as a channel for customer service.

16
Q3). Do you experiment with different brands?

Sno. Particulars No of Percentage

respondents

1. Yes 34 57

2. No 14 23

3. Sometimes 12 20

4. Total 60 100%

EXPERIMENT WITH DIFFERENT BRANDS

Sometimes
20%

Yes
57%
No
23%

Interpretation:-It reveals that 57% respondents experiment with different brands.

17
4) Customer Service experience via social media is better and quicker.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 4 7

2. Disagree 6 10

3. Neutral 12 20

4. Agree 20 33

5. Strongly Agree 18 30

6. Total 60 100%

SOCIAL MEDIA
Strongly Disagree
7%
Disagree
Strongly Agree 10%
30%

Neutral
20%

Agree
33%

Interpretation:-It reveals that in total 83% results are in favour of Social media
being better and quick for customer service experience.

18
5) Good customer service effects brand loyalty.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 4 7

2. Disagree 5 8

3. Neutral 11 18

4. Agree 36 60

5. Strongly Agree 4 7

6. Total 60 100%

CUSTOMER SERVICE EFFECTS BRAND LOYALTY

Strongly Agree Strongly Disagree
7% 7%
Disagree
8%

Neutral
18%

Agree
60%

Interpretation:-It reveals that 60% respondents agree that customer service affects
brand loyalty.

19
6) Incentivizing customers for increasing engagement shows brand loyalty.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 8 13

2. Disagree 12 20

3. Neutral 20 34

4. Agree 12 20

5. Strongly Agree 8 13

6. Total 60 100%

INCENTIVES & BRAND LOYALITY

Strongly Agree Strongly Disagree
13% 13%

Agree Disagree
20% 20%

Neutral
34%

Interpretation:- Extra incentives gives a total of 33% percent positive results for
increasing customer engagement.

20
7) Timely discounts increase brand loyalty.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 4 7

2. Disagree 5 8

3. Neutral 18 30

4. Agree 15 25

5. Strongly Agree 18 30

6. Total 60 100%

TIMELY DISCOUNTS
Strongly Disagree
7%
Disagree
8%
Strongly Agree
30%

Neutral
30%

Agree
25%

Interpretation:- It reveals that 30% respondents are neutral about timely discounts
offered by the company.

21
8) Reward Mechanism engages customer with brand regularly.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 2 3

2. Disagree 4 7

3. Neutral 18 30

4. Agree 22 37

5. Strongly Agree 14 23

6. Total 60 100%

REWARD MECHANISM
Strongly Disagree
Disagree
3%
Strongly Agree 7%
23%

Neutral
30%

Agree
37%

Interpretation:- It reveals that 60% people agree and strongly agree to the fact of
reward mechanism engages customers with brand regularly.

22
9) After sale service helps to promote new products.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 2 3

2. Disagree 2 3

3. Neutral 16 27

4. Agree 24 40

5. Strongly Agree 16 27

6. Total 60 100%

AFTER SALES SERVICE

Strongly Disagree
Disagree
3% 3%
Strongly Agree
27%

Neutral
27%

Agree
40%

Interpretation:- Only 6% of the respondents feel that after sale service do not
promote new products.

23
10) You Trust Pearl Club Services.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 3 5

2. Disagree 4 6

3. Neutral 19 32

4. Agree 21 35

5. Strongly Agree 13 22

6. Total 60 100%

TRUST
Strongly Disagree
5% Disagree
Strongly Agree 6%
22%

Neutral
32%

Agree
35%

Interpretation:- It reveals that in total of agreed and strongly agreed respondents

57% respondents trust Pearl Club Services.

24
11) The prices of products are as per your expectations.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 5 8

2. Disagree 6 10

3. Neutral 15 25

4. Agree 24 40

5. Strongly Agree 10 17

6. Total 60 100%

PRICES
Strongly Disagree
Strongly Agree 8%
17%
Disagree
10%

Neutral
25%

Agree
40%

Interpretation:- 18% respondents in total of strongly disagree and disagree

respondents feel that price are not per their expectations.

25
12) Products of pearl club meets your needs.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 1 2

2. Disagree 5 8

3. Neutral 16 27

4. Agree 28 46

5. Strongly Agree 10 17

6. Total 60 100%

PRODUCTS
Strongly Disagree
Disagree
Strongly Agree 2%
8%
17%

Neutral
27%

Agree
46%

Interpretation:- It reveals that overall products and services of Pearl Club meets
customer needs.

26
13) Price sensitivity is a major factor for band loyalty.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 4 7

2. Disagree 4 7

3. Neutral 12 20

4. Agree 28 46

5. Strongly Agree 12 20

6. Total 60 100%

PRICE SENSTIVITY
Strongly Disagree
Strongly Agree 7% Disagree
20% 7%

Neutral
20%

Agree
46%

Interpretation:- It reveals that Price Sensitivity is considered as an important

factor for brand loyalty.

27
14) Communication strategies help build a good brand image.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 6 9

2. Disagree 2 3

3. Neutral 15 21

4. Agree 22 31

5. Strongly Agree 25 36

6. Total 60 100%

COMMUNICATION STRATEGIES
Strongly Disagree
9%
Disagree
3%

Strongly Agree
36%
Neutral
21%

Agree
31%

Interpretation: It reveals that 67% respondents feel that communication strategies

help build a strong brand image.

28
15). Quality products helps maintain standard of living.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 0 0

2. Disagree 2 3

3. Neutral 15 20

4. Agree 12 25

5. Strongly Agree 31 52

6. Total 60 100%

QUALITY PRODUCTS
StronglyDisagree
Disagree
0% 3%
Neutral
20%

Strongly Agree
52%

Agree
25%

Interpretation:- Only 3% respondents feel that quality product does not increase
standard of living.

29
16. Free trials increase brand engagement.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 8 13

2. Disagree 8 13

3. Neutral 16 27

4. Agree 12 20

5. Strongly Agree 16 27

6. Total 60 100%

FREE TRIALS
Strongly Disagree
13%
Strongly Agree
27%

Disagree
13%

Agree
20% Neutral
27%

Interpretation:- 27% respondents are neutral about the fact that free trials affect
brand engagement.

30
17. Pearl Club network provides tailored individual benefits.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 5 8

2. Disagree 4 7

3. Neutral 11 18

4. Agree 30 50

5. Strongly Agree 10 17

6. Total 60 100%

TAILORED BENEFITS
Strongly Disagree
Strongly Agree 8%
17% Disagree
7%

Neutral
18%

Agree
50%

Interpretation:- 50% respondents get tailored benefits form Pearl Club Service.

31
18. Association of product with a particular group of company lead to reference of
different products.

Sno. Particulars No. of respondents Percentage

1. Strongly Disagree 1 2

2. Disagree 6 10

3. Neutral 16 27

4. Agree 23 38

5. Strongly Agree 14 23

6. Total 60 100%

ASSOCIATIONS & REFRENCE

Strongly Disagree
2% Disagree
Strongly Agree 10%
23%

Neutral
27%

Agree
38%

Interpretation:- 27% respondents are neutral about the associations and reference
of the company.

32
CHAPTER 6
FINDINGS

33
FINDINGS OF THE STUDY :

The findings of the study are as under:

1. From the above analysis it is stated that the majority of the

respondents are in between 26 to 36 age group and after that the
second highest age is 36 to 46 in which the respondents fall.
2. Middle aged people are more interested in products and services
offered by the company.
3. Social media channels are preferred for customer service with 44%
respondents choosing Social Media as a channel for customer service.
4. It reveals that 57% respondents experiment with different brands.
5. It reveals that in total 83% results are in favor of Social media being better and
quick for customer service experience.
6. It reveals that 60% respondents agree that customer service affects brand
loyalty.
7. Extra incentives gives a total of 33% percent positive results for increasing
customer engagement.
8. It reveals that 30% respondents are neutral about timely discounts offered by
the company.
9. It reveals that 60% people agree and strongly agree to the fact of reward
mechanism engages customers with brand regularly.
10. Only 6% of the respondents feel that after sale service do not promote new
products.
11. It reveals that in total of agreed and strongly agreed respondents 57%
respondents trust Pearl Club Services.
12.18% respondents in total of strongly disagree and disagree respondents feel
that price are not per their expectations.
13. It reveals that overall products and services of Pearl Club meets customer
needs.
14. It reveals that Price Sensitivity is considered as an important factor for brand
loyalty.
15. It reveals that 67% respondents feel that communication strategies help build a
strong brand image.
16. Only 3% respondents feel that quality product does not increase standard of
living.
17. 27% respondents are neutral about the fact that free trials affect brand
engagement.
18. 50% respondents get tailored benefits form Pearl Club Service.
19. 27% respondents are neutral about the associations and reference of the
company

34
CHAPTER 7
LIMITATIONS

35
LIMITATIONS OF THE STUDY

The limitations of the study are as under:

1. Short period of time was allotted to conduct the research.

2. Only the customers of Pearl Club Services were catered.

3. Respondents were not serious about giving answers to the questions carefully.

4. The answers of the respondents could be biased.

36
 Chapter 8
Conclusions and Recommendations

37
Conclusions
Brand awareness is well known concept to the customers of the current era. The
customers know the strategies used by different organizations to increase their brand
awareness. Once people start using products and services of a company, the strategies
of increasing brand loyalty are started by the company. Brand loyalty means that a
customer returns to the same brand every time in need of a certain product or service
offered by the company.
The fact that consumers of today, know the facts, strategies used by companies to
increase brand loyalty, makes them more demanding with what type of extra services
or efforts they are expecting from the company.
Mass audience is positive about the efforts taken by the company to increase brand
loyalty and brand awareness.
Hence company should do deeper analysis of what tailor needs and wants of
customers can the company fulfill to stay for a long term in its respective market.

38
Recommendations

1. Regular availability of all services should be ensured.

2. Tailored services should be provided to customers for their long term

engagement.

3. Promotion of new products should cater all the customers from time to time.

4. Social media channels should be used more efficiently and effectively to

engage the customers of the new era.

5. Customers feedback is necessary to know what changes are they demanding

from the products and services of the company.

39
BIBLIOGRAPHY

40
 BIBLIOGRAPHY

REFERENCE BOOKS:

1. Philip Kotler 2000/e-Marketing Management

2. G.C. Beri - Marketing Research

WEBSITES:

1. www.google.com
2. www.wikipedia.org

41
ANNEXURE

42
QUESTIONNAIRE

Brand Loyalty a Case Study of Pearl Club Services Pvt. Ltd.

I Rachna Verma of B.B.A Semester Vth is undertaking my project report of B.B.A

degree from Govt. S.P.M.R College of Commerce affiliated with University of
Jammu.
In view of this, I am conducting a survey towards Brand Loyalty a Case Study of
Pearl Club Services Pvt. Ltd.
The contents of this questionnaire are only for the academic purposes and information
provided by you will be kept confidential.

Personal Information

1. Name:

2. Age:

(a) 16-26 (b) 26-36 years (c) 36-46 years (d) 46-56 years (e) 56 years & above

3. Gender:

(a) Male (b) Female

4. What channels you prefer to use for customer service?

(a) Social Media (b) Enquiries Contact Form (c) Email (d) Telephone (e) Other
_________

5. Do you experiment with different brands.?

(a) Yes (b) No (c) Sometimes

43
S.no. Statement Strongly Disagree Neutral Agree Strongly
Disagree Agree
1. Customer Service
experience via social
media is better and
quicker
2. Good customer service
effects brand loyalty.
3. Incentivizing customers
for increasing
engagement shows brand
loyalty.
4. Timely discounts
increase brand loyalty.
5. Reward Mechanism
engages customer with
brand regularly.
6. After sale service helps
to promote new products.
7. You Trust Pearl Club
Services.
8. The prices of products
are as per your
expectations.
9. Products of pearl club
meets your needs.
10. Price sensitivity is a
major factor for band
loyalty.
11. Communication
strategies help build a
good brand image.
12. Quality products helps
maintain standard of
living.
13. Free trials increase brand
engagement.
14. Pearl Club network
provides tailored
individual benefits.
15. Association of product
with a particular group of
company lead to
reference of different
products.

44