The aim of the study is to understand the impact of demographic factors of customers with customer lifetime value (CLV). The data for the study are collected through a survey of 650 customers of small retailers. The data are analysed using regression, one-way analysis of variance and independent sample t-test. The results reveal a significant association between the demographic factors (age, monthly income, marital status, education and gender) of the participants with their CLV. However, no association is identified between educational qualifications and place of stay with CLV. Towards the end of the study, a discussion on the results, along with the implications of the study, is also put forward.
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