Loyalty Cards – Customer Perception and Bridging Gaps

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LOYALTY CARDS – CUSTOMER PERCEPTION AND BRIDGING GAPS

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Under the guidance of

Professor ASHIS MISHRA

Contents

EXECUTIVE SUMMARY        

INTRODUCTION        

OBJECTIVE        

RESEARCH METHODOLOGY        

LITERATURE REVIEW        

Types of Loyalty programs        

Loyalty programs- Benefits for retailers        

Loyalty programs- Challenges        

SECONDARY RESEARCH        

DATA COLLECTION AND FINDINGS        

Primary Research        

DATA ANALYSIS AND INTERPRETATION        

CUSTOMER’S EXPECTATION        

Identification of Major Factors        

Perceptual Map        

Brands in line with their positioning        

Brands that have their positioning wrong        

CONCLUSION        

Recommendations        

WAY FORWARD        

APPENDIX        

A. Questionnaire        

B. Demographics of the survey        

C. Triggers to register for loyalty programmes        

D. Percentage of respondents who forget loyalty cards while going for shop        

E. Purpose of loyalty cards        

EXECUTIVE SUMMARY

Loyalty programs are defined as the structured marketing efforts by business firms to encourage shoppers to revisit a brand and purchase in lieu of rewards. This was firms try to capture loyalty of customers, which in turn is beneficial for the form. The report mentions the significant landmark events in the evolution of the loyalty programs across the globe.