Customer Relationship Management in Retail Stores and its Impact on Shoppers? Brand Preference - A Comparative Study of SPAR and Nilgiris

Abstract: Traditional marketing focused only on one or few products which are marketed to as many customers as possible, where as in recent times Customer Relationship Management (CRM) focus on the customer and how a market tries to satisfy more of their needs and create lifetime values, trust and establish long lasting relationship with them. In the emerging market the use of highly advanced CRM strategies can only save the business for long term sustainability and retaining of the customer but unfortunately most of the business have failed in understanding and developing need - based strategies. The aim of the paper is to analyze the customer perception about the impact of the CRM on shoppers, brand preference of retail store at Spar and Nilgiris and also to understand factors influencing on customer perception and CRM strategies followed by these retailers. The factors considered were - store layout, types of offer and CRM strategies that were adopted during 2018 - 19. A structured questionnaire was administered to 250 respondent shoppers and data was analyzed using SPSS. Findings revealed that the CRM strategies will significantly influence on selection of Retail outlets by Shoppers. Hence it is suggested that the managers of retail stores should consider dynamic and effective strategies like virtual shopping, applications and also their after sale services so that the consumer prefer their retail outlets for shopping.

Keywords: Customer Relationship Management (CRM), Retail Stores, Consumer, Brand Preference, Consumer Behavior, Virtual shopping

Edition: Volume 10 Issue 8, August 2021,

Pages: 1237 - 1242