INDEX
Sr. Particulars Page
No. No.
1. Introduction 1-3
1.1. Objectives of the Study
1.2. Purpose of Visit
1.3. Types of Study, need for the study and
relevance of the topic
1.4. Scope of the Report
2. Review of Related Literature 3-5
2.1. Introduction Review of related
literature
2.1.1. Review of Indian and Foreign
Researchers
2.1.2. Epilogue
Chapter I: Introduction
Field work is an essential component of academic and professional training, allowing researchers
to apply theoretical knowledge in real-world settings. It provides an opportunity to gather
empirical data, engage with communities, and develop practical skills that are critical for
academic growth and career development.
Fieldwork plays a vital role in both academic and professional development, offering researchers
the chance to apply theoretical concepts in real-world contexts. It enables the collection of
empirical data, fosters meaningful engagement with communities, and helps build practical skills
that are essential for scholarly advancement and future career success.
Fieldwork is an important part of learning and professional training. It gives students and
researchers the chance to step outside the classroom and apply what they’ve learned in real-life
situations. By going into the field, they can collect real information, observe how things work in
practice, and interact with people and communities. This experience helps them understand their
subject better, develop problem-solving and communication skills, and prepare for future jobs.
Fieldwork also helps build confidence, as it teaches how to deal with real-world challenges and
think independently.
The selected field work area, Kirana Stores, which is characterised by neighbourhood-level retail
operations, close customer relationships, and flexible pricing models. These stores often employ
informal discounting and loyalty schemes to retain customers. The choice of this location was
influenced by its practical significance in understanding grassroots retail strategies and customer
retention practices.
1.1 Objectives of the study:
1. To identify various discounts and loyalty schemes offered by Kirana stores.
2. To describe how these schemes influence customers’ shopping habits.
3. To analyse the effectiveness of different schemes in retaining customers.
4. To assess the impact of promotional offers on store profitability and customer loyalty.
1.2. Purpose of the Visit:
The primary objective of the field visit was to gain practical exposure and first-hand
understanding of real-world service sectors such as hospitals, restaurants, retail shops, cafés, and
transport hubs, and their significance in relation to the academic curriculum. The fieldwork
aimed to bridge the gap between theoretical knowledge and real-world applications through
direct observation, interaction, and data collection.
The primary goal of the field visit was to gain firsthand insight into how public-facing
commercial and service establishments function—highlighting their relevance to business,
management, and customer service studies. It aimed to connect theory with practice through
direct observation, engagement, and data collection.
The main objective of the field visit was to obtain practical experience and first-hand insight into
sectors such as healthcare services, food retail, transportation, and fashion retail—exploring their
relevance and connection to our academic curriculum. This fieldwork was designed to bridge the
gap between classroom-based theoretical learning and real-world application by engaging in
direct observation, meaningful interactions, and systematic data collection.
1.3. Type of Visit, Need for the Study, and Relevance of the Topic:
Type of Visit:
This field visit was an academic study with a primary focus on commercial, consumer
behaviour, and service analysis. It aimed to observe and understand how services such as
healthcare, dining, shopping, and commuting operate in public and private setups. The
fieldwork included guided visits to hospitals, restaurants, grocery shops, transport hubs,
and cafés, combining systematic observation with interviews or informal discussions.
Need for the Study:
With the increasing emphasis on experiential and applied learning, the field visit was
essential for understanding consumer expectations, service quality, and business models
across various industries. It enabled students to validate theoretical concepts such as
marketing, operations, pricing, and consumer satisfaction through direct observations. It
also helped in identifying the service gaps, customer preferences, and challenges in
managing crowd, hygiene, or seasonal trends. The experience promoted a deeper
understanding of service management, consumer behaviour, and decision-making
processes.
Relevance of the Topic:
The topics selected—ranging from cleanliness in hospitals and pricing in restaurants to
seasonal trends in fashion stores—are directly aligned with the learning outcomes of
commerce and management education. These sectors represent high-contact service
environments where real-time decision-making and customer interaction are key, making
them ideal for field-based analysis. The topics also reflect current trends and challenges
in the Indian service sector, such as health accessibility, competitive pricing, digital
loyalty programs, and changing consumer expectations.
1.4. Scope of the Report:
This report presents a comprehensive account of the field visit, highlighting key observations
made across the chosen sites such as hospitals, restaurants, Kirana stores, intercity bus depots,
animal cafés, and fashion outlets. It includes insights gained through direct interaction with staff,
managers, and customers, enriching our understanding of service quality, infrastructure, and
customer experience in different environments.
The report also analyses data collected during the visit, drawing meaningful connections between
academic concepts—such as service marketing, quality control, and consumer decision-making
—and practical observations. It explores both the challenges and a opportunities found in these
sectors, offering a holistic perspective on service delivery, management efficiency, and consumer
satisfaction. The report concludes with evidence-based reflections and recommendations to
inform further academic research or improvements in service models.
Chapter II: Review of Related Literature
2.1. Review of the Related Literature:
Review of the related literature is a significant aspect giving a blue print of
the backbone of the study. It indicates the area already explored and
provides a thorough knowledge in the area to be triggered off. It also
analyses the unexplored areas and thus gives accurate guidance to the
researcher. Literature is a scientific and systematic paper, journals, and
articles, books and so on written or published by scholars. Reviewing of such
literatures refer to the identification of literature, reading of literature,
thermalising, and concluding the related literature. The main purpose of
reviewing literature is to find the gap between the previous knowledge future
find outing knowledge. It provides the way or framework for conducting new
research to the researcher.
2.1.1 Review of Indian and Foreign Researchers:
1. Name Of Researcher: Sher Singh Bhakar, Nischay Upamannyu, Praveen Aronkar, and
Chaman Lal
Name of Research: Effect of Customer Loyalty Program on Customer Retention: A Study of
Organised Retail Sector in Gwalior (2015)
Findings of the Research: This research focused on evaluating how loyalty programs influence
customer retention in the organised retail sector. The findings revealed that structured loyalty
programs, such as reward points, exclusive offers, and discounts, positively impact customer
behaviour and repeat purchases. Though the study was conducted in organised retail, it suggested
that localised retailers, including Kirana stores, could benefit from simplified loyalty schemes to
enhance customer retention by building habitual buying patterns and trust.
2. Name of the researcher: Harsandaldeep Kaur
Name of Research: The Impact of Loyalty Programs on Customer Retention in the Retail
Industry (2024)
Findings of the research: Kaur’s study used a mix of surveys and interviews across Indian retail
formats to analyse the effectiveness of loyalty programs. The research found that personalised
loyalty schemes—offering tier-based rewards and targeted discounts—substantially increased
customer engagement and long-term loyalty. The study emphasised that even smaller grocery
stores like Kiranas could implement affordable and technology-assisted loyalty systems to retain
their local customer base, especially with the rise of mobile payment systems.
3. Name of the Researcher: S. Deepa and P. Chitramani
Title of Research: Influence of Loyalty Programmes on Satisfaction and Retail Store Loyalty
(2020)
Findings of the Research: This study explored how customer satisfaction derived from loyalty
programs impacts their loyalty toward retail stores. The results showed that customer satisfaction
acted as a key mediator between loyalty programs and customer retention. The researchers
concluded that even simple loyalty features like stamp cards or mobile-based rewards, if
consistently applied, could help smaller stores like Kiranas develop a stronger emotional and
habitual connection with their customers, leading to repeat business and long-term retention.
4. Name of Researcher: Prashant Mishra and Himanshu Mishra
Name of Research: Would Indian Consumers Move from Kirana Stores to Organised Retailers
When Shopping for Groceries? (2009)
Findings of the Research: This research examined the purchasing preferences of Indian grocery
shoppers. The study found that while Kirana stores hold advantages in trust and convenience,
customers are tempted by organised retailers due to their systematic discounts and promotional
schemes. The lack of structured discounts and loyalty offerings was identified as a major
weakness in Kirana stores. The researchers suggested that by offering basic schemes like
recurring purchase discounts or seasonal promotions, Kirana stores could reduce customer
migration to supermarkets.
5. Name of the Researcher: Dr. Alka Sharma and Dr. Nisha Yadav
Name of Research: Customer Retention through Loyalty Programs in Indian Retail Sector
(2022)
Findings of the Research: This study highlighted the role of loyalty programs in increasing
customer retention in both urban and semi-urban retail contexts, including traditional Kirana-
style setups. The findings revealed that loyalty initiatives, such as cash-back schemes,
redeemable coupons, and store credits, enhance the emotional connection with customers and
improve retention rates. The researchers stressed that simplicity, consistency, and relevance of
the rewards are crucial for loyalty success, making the findings especially applicable for Kirana
stores working with limited resources but strong community relationships.
2.1.2 Epilogue:
In conclusion, the collective insights from these research studies underscore the significant
potential of loyalty programs in enhancing customer retention, even within the traditional and
resource-constrained environment of Kirana stores. While organised retail sectors have long
benefited from structured and tech-driven loyalty schemes, the findings suggest that even basic,
consistent, and customer-centric loyalty initiatives—such as stamp cards, recurring purchase
discounts, and mobile-based rewards—can foster emotional connections, trust, and habitual
buying among local customers. With the growing accessibility of digital payment systems and
customer data, Kirana stores are well-positioned to adapt simplified versions of these programs
to remain competitive and retain their loyal customer base amidst rising competition from
organised retailers.
