“BRAND IMAGE AND LOYALTY OF CUSTOMERS

TOWARDS WESTSIDE STORE”

A Project Report Of Research Methodology in Business

Submitted in partial fulfillment of the

Requirements for the award of the

Post-Graduate Diploma in Business Management

Marketing Management

Submitted by:
Group 3 (Roll No. - BM-09271- BM-09284)
(Batch: 2009-11)

Submitted to:
Prof. Timira Shukla
Chairman PGDM

INSTITUTE OF MANAGEMENT STUDIES,

GHAZIABAD
 ACKNOWLEDGMENT

I hereby take this opportunity to thank Institute of

Management Studies, Ghaziabad for
providing me an opportunity to do a research project on
Westside Store.

I express my sincere gratitude to my mentor and guide,

Prof. Timira Shukla who always provided me with
necessary inputs, guidance and direction to carry out this
project. She provided me access to different domains of
knowledge from where I collected inputs for this project.

I would also like to thank Mr. Soumitra Pant who gave me

the first move towards retail by teaching. It was his
knowledge that I was inspired upon to look forward to this
project from early days. Last but not the least, my million
thanks to all the people including customers, retailers whom
I have conversed with and taken inputs from to move ahead
and complete this project.

(BM-09271)
(BM-09272)
(BM-09273)
(BM-09274)
(BM-09275)
(BM-09276)
(BM-09277)
(BM-09278)
(BM-09279)
(BM-09280)

II
 (BM-09281)
(BM-09282)
(BM-09283)
(BM-09284)

INSTITUTE OF MANAGEMENT STUDIES

Lal Kuan, Ghaziabad (U.P)

TO WHOMESOEVER IT MAY CONCERN

This is to certify that Group – ‘C’ of PGDM-MM Third semester of IMS

Ghaziabad, has completed the project report on the topic of “BRAND
IMAGE AND LOYALTY OF CUSTOMERS TOWARDS WESTSIDE STORE”
is correct to the best of my knowledge.

Prof. Timira Shukla

Chairman PGDM

III
IMS Ghaziabad.

DECLARATION

We hereby declare that the project entitled “BRAND IMAGE AND

LOYALTY OF CUSTOMERSTOWARDS WESTSIDE STORE”
submitted for the partial fulfillment of Post Graduate Diploma in
Business Management is an original work and the project has not
formed the basis for the award of any degree, associate ship,
fellowship or any other similar titles.

(BM-09271)
(BM-09272)
(BM-09273)
(BM-09274)
(BM-09275)
(BM-09276)
(BM-09277)
(BM-09278)
(BM-09279)
(BM-09280)
(BM-09281)
(BM-09282)

IV
 (BM-09283)
(BM-09284)

ABSTRACT

The enormous retail boom in India has given space to many companies who
have mushroomed out to benefit from this retail boom, which is nothing but
a structured format of the unorganized retail business which is being done in
India from ages.

Many stores have come up with exquisite interiors, state of the art
infrastructure and the best possible brands to the customer, which has led to
the growth of mall culture in India. The stores try and attract customers by
providing them with such services and plethora of options in brands in
different categories so that they can retail customers for long and make them
loyal towards their retail stores.

The retail business is booming in India and there has been remarkable shift
in the buying behavior of the people from traditional stores to these
departmental stores. It becomes important for the marketers to understand
these relationships for successful design and execution of retail strategies. It
would also enable the researcher to understand the organized retail formats
and consumers buying attitude towards these stores.

The data was collected by getting the questionnaire filled by the respondents
who were loyalty card holders to find out that what makes them loyal

V
 towards Westside stores and makes them visit Westside again and motivates
them to purchase more from here. The purpose of this paper is to raise the
question of the relationship between the various factors and how they lead to
store loyalty.

VI