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C/M/1011. Dissertation. Effectiveness of loyalty programmes for UK food retailers

WORDS:
13200
DATE:
2009
PRICE:
139.99 GBP

The dissertation examines the practices of UK food retail companies, i.e. Tesco, Asda, Sainsbury's, etc., of investing in loyalty programs such as club cards. Literature is reviewed on the UK food retail sector, its marketing and promotional activities, the theory of consumer behaviour, the strategies of customer relationship management (CRM), etc. A study is conducted to analyse the impact of loyalty programmes on consumer perceptions and, ultimately, on the business performance of food retail outlets. The methods of the research are based on secondary and primary data collected through interviews to determine the impact of loyalty programs on the consumers' perceptions and analyse the attitudes of consumers toward food retail brands. Conclusions are made about the economic and consumer value of loyalty cards.

 

KEYWORDS: Dissertation, Food Retail, Tesco, Asda, Sainsburys, Loyalty programme, club card, cu,

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Other Papers On: Sainsbury's
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Other Papers On: Marketing Dissertations
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