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This repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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https://repository.iimb.ac.in/handle/2074/19049| Title: | Reliance Tea: Analysing customer switching behaviour | Authors: | Verma, Pankaj Singh, Saurabh |
Keywords: | Tea industry;Customer switching behaviour;Retail tea market;Brand loyalty | Issue Date: | 2012 | Publisher: | Indian Institute of Management Bangalore | Series/Report no.: | PGP_CCS_P12_185 | Abstract: | The objective of this project is to study the retail tea market and analyse the customer switching patterns and brand loyalty parameters of the in-house brand of packaged tea of Reliance versus other established competitors in the market like Tata tea, Lipton, et al. Assessing the factors which affect the customer loyalty would help Reliance take strategic decisions with respect to product improvement and promotions. | URI: | https://repository.iimb.ac.in/handle/2074/19049 |
| Appears in Collections: | 2012 |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| PGP_CCS_P12_185_E38287_QMIS.pdf | 4.38 MB | Adobe PDF | View/Open Request a copy |
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