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Customer Loyalty

S/M/612. Dissertation. How does Customer Loyalty affect the buying behaviour of Supermarket customers

WORDS:

7650

DATE:

2011

PRICE:

79.99 GBP

This dissertation critically evaluates the extent to which customer loyalty affects buying behaviour in regards to supermarket customers. The paper focuses on Tesco and Sainsbury’s, and begins by presenting the background to both, and provides an overview of the market. The paper aims to investigate whether rewards and deals of loyalty programs affect loyalty of customers, To examine that to what extent sales promotion offers influences the customer’s loyalty, and To investigate that to what extent loyalty programs motivate customers to make frequent purchases. The review of literature examines a wide range of topics such as the marketing mix, consumer behaviour, and loyalty marketing. The research methodology is provided in great detail, and outlines all aspects of data collection methods, limitations and ethical considerations. The dissertation then analyses all of the findings in reference to the objectives, and concludes by presenting recommendations.

KEYWORDS: Dissertation, customer loyalty, buying behaviour, supermarket, Tesco, Sainsbury, loyalty programmes, marketing mix, loyalty marketing, rewards!,