Bahria University | People and Organization Assignment Topic: literature review and Research methodology | Submitted to: Sir, Musarrat Khan | | MBA 5-A | |

Literature review:
Market concentration is one of the major trends in retailing. Large companies grow faster than average, often because of consolidation (domestically). But domestic expansion opportunities are limited. Therefore, internationalization is another possibility to grow and become more competitive (Hermann et al., 2010).
In the intensely competitive retail market, sustaining repeat buying behaviour among store customers is one of the most important competition challenges. There are several reasons for that. Food Marketing Institute (2001) found that customers spend on average 78% of their food expenditures at one primary store. Furthermore, obtaining new customers costs five to six times more than retaining current customers (Huddleston et al., 2004). Other benefits resulting from customer loyalty include the likelihood that customers increase their spending over time, and attracting new customers by word-of-mouth marketing (Curasi, Kennedy, 2002). Thus, retail managers perceive customer loyalty and satisfaction as well as customer retention to be the most important goals for sustaining a firm’s competitive position (Huddleston et al., 2004). Dick and Basu (1994) defined customer loyalty as the relationship between relative attitude toward a brand and a repeat patronage. However, Jacoby and Kyner (1973) as well as Jarvis and Wilcox (1977) found that loyalty and repeat purchase are not synonymous, because the latter is not intentional and does not necessarily mean commitment (unlike loyalty). Furthermore, it indicates that simple repeat purchase behaviour is not stable over time and is affected by many factors.
Some studies have shown how perceptions of store attributes and customer emotions influence store loyalty. For example Sirohi et al. (1998) found that favorable perceptions of service quality, price, merchandise quality, and value lead to higher loyalty intentions. According to Corstjens and Lal (2000) as well as Ailawadi et al. (2001) availability of store brands results in higher spending on both grocery and nongrocery products. Yoo et al. (1998) concluded that a well-designed, low-congestion store layout stimulates positive emotions among customers. Grewal et al. (1998) and Yoo et al. (1998) found that product assortment and sales assistance play similar role.
Others claim that customers’ emotional loyalty to store services and multi-format retailers lead to customer satisfaction. The latter also results in positive word-of mouth (Yu, Dean, 2001). Hallberg (2004), based on more than 600 000 consumer interviews, concluded that brand loyalty needs to be built on the consumers’ emotional loyalty, not just on repeat buying, in order to be successful. Satisfaction concerning customer service (Boulding et al., 1993; Taylor, Baker, 1994), as well as customers’ perceptions of salespersons’ commitment, was also indicated to be a powerful factor influencing customers’ loyalty (Macintosh, Lockshin, 1997).
Huddleston et al. (2004) ended up with the conclusion that price, product variety, store environment, and service were the most frequently identified features that attract customers to a shop.
Retail planning has delivered an increasing level of retail space within town centres (CB Hillier Parker et al 2004), though there remains a strong out-of-town element. Land assembly is increasingly important in ensuring site suitability for preferred retailer formats in town centres.
Compulsory Purchase Order powers have been increased and are being used more than previously. Redefinition of town centre boundaries can also be an important part of strategic retail planning, as if a town centre is constricted it may be difficult to fit new larger spaces into the centre (Guy 2007). This recognises the role for edge-of-centre development in assisting town centre activity.

Research Methodology:
Research Methodology based on the following steps:
Types of Study:
Our study is based on the analysis of Orient in Pakistan and current situation of the organization in view of three lenses. It has identified all sectors and areas which are important for daily life people and for the society if they make rules according to three lenses. Reader can be benefitted from this research because after study they can easily understand the challenges faced by organizations. This can make awareness in the mind of those people who are against politics.
Research Instruments:
There are several ways through which the research can be conducted. The research is based on the following categories: * Primary Sources * Secondary Sources
Primary Source:
Medium for data collection is interview from manager. Data was also gathered by examining different documents and records available.
Qualitative Research:
Qualitative research ins part of our research. Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior.
Secondary Source:
In secondary sources online research is conducted. It helped us to analyses the situation of organization in current situation.