Pantaloons Essay

Chapter 3 :Research Design
3.1 Introduction:
The organized Retail sector in India is a fur ball of high level competition from the lowest scale of brands, fashion chains right up to big conglomerates having a go at each other in order to secure a higher consumer base.
This study is an analysis of the loyalty programs of Pantaloons India in comparison to other its other competitors in the retail sector in India. We try to analyze and understand how the loyalty program at Pantaloons fares in comparison to its competitors.
Loyalty programs are a unique Business Model. They provide significant benefits to all three stake holders at the same time; customers, program owner and program partner.
The research study is on the following aspects:-
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They are cash value, choice of redemption options, aspirational value, relevance and convenience. Few programs today offer all five, but companies that want to play the rewards game should be sure their value measures up to customer’s alternatives.

Youjae Yi and HoseongJeon (2003) have concluded that the results indicate that processes underlying the effects of the loyalty program on customer loyalty are different depending on involvement.
In the high involvement condition, direct rewards are preferable to indirect rewards regardless of reward timing. In the low-involvement condition, immediate rewards are more effective in building a program’s value than delayed rewards. This means that delayed rewards such as a mileage program can be justified in the high-involvement condition as long as they are linked with value-enhancingrewards. In the low-involvement condition, there may be a conflict of interest between the customer and the program sponsor, because the customer may be concerned with only the reward schedule and not the reward type. In cases of low involvement, immediate rewards such as lotteries are recommended because customers may purchase to receive