1.
Vipul Chalotra
– Assistant Professor, Department of Commerce, Govt. SPMR College of Commerce, Jammu, J&K, India.
2.
Romesh Kr. Gupta
– Principal, Government Gandhi Memorial Science College, Jammu, J&K, India.
3.
Taniya Sharma
– Sales Executive, HDFC Bank, Talab Tillo, Jammu, J&K, India.
Abstract
With the dawn of skin care brands and people becoming personality conscious, the need for study had emerged to know the impact of these skin care brands on the people’s lives. The role of skin care brands is not limited to selling the products only, but a dire need to accentuate this mindset germinates another need of personalised services. The personalised services are the part and parcel of customer relationships, and through these customer relationships the customers’ withholding can be done. The article is a straight and simple study from the Jammu (J&K) region, where the effectiveness of personalised customer relationship management of The Derma Co. is seen. The article gathers the response from respondents, primary data, through a self-designed questionnaire from Jammu region. The results reveal that there is an insignificant difference between the perceptions of males & females, married & unmarried, with regard to monthly salary, with regard to different ages, and with regard to different income groups towards The Derma Co. products, as revealed by the results. The research is limited to the Jammu region, and the results so drawn could not be measured as a whole.
Keywords Customer Relationship Management, The Derma Co., Customers, Personalisation
