THE EMPIRICAL STUDY ON THE IMPACT OF LOYALTY PROGRAMS (CARDS) ON CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO BIG BAZAAR AND RELIANCE MARKET IN GUWAHATI

Abstract

The purpose of this paper is mainly to determine the impact of loyalty cards on consumer buying behavior, to determine the relationship between frequency of shopping and amount of money spent by the consumers to understand their purchase behavior , to determine the opinion of customers related to different parameters like price, convenience, quality, ambience, service, after sales service, loyalty card while making a purchase decision, to understand the relationship between store loyalty and customer loyalty and also to determine the parameters that the customer considers to be important related to loyalty cards. For this study, 310 samples were collected analyzed percentage analysis and Chi-square tests. This paper will provide an insight to the marketers to design an effective loyalty program so that they are able to retain the existing customers and also try to attract new customers.