The dissertation with the title ‘Loyalty Cards in the Apparel Retail Industry: A comparative analysis to detect store loyalty tendencies and the success factors of loyalty cards in Germany and Spain is a partial fulfilment of the requirement for obtaining the Master’s of Science degree in International Business at the London South Bank University, London, United Kingdom in the period 2010/2011. The paper examines the efficacy and the success factors of loyalty cards as an instrument of loyalty programmes in global marketing and researches the levels of store loyalty in two countries, Germany and Spain. This dissertation seeks to gather customer data by means of a questionnaire and to compare domestic differences across the countries in the apparel retail industry.
The first chapter of the dissertation firstly introduces the context of the dissertation, leading to the research aim and objectives. In the next step, the research problem is defined, followed by the research questions and hypotheses. Then, the structure of the dissertation is provided, explaining the outline of each chapter of the dissertation.
Table of Contents
1. Introduction
1.1. Introduction
1.2. Preface
1.3. Research aim and objectives
1.4. Research problem
1.5. Research questions
1.6. Hypotheses
1.7. Structure of the dissertation
2. Literature Review
2.1. Introduction
2.2. Background information
2.2.1. Marketing stimuli: loyalty cards in Germany and Spain
2.2.2. General consumer characteristics in Germany and Spain
2.3. Apparel retail industry in Germany and Spain
2.4. Theory of global marketing
2.4.1. Definition of global marketing
2.4.2. Discussion
2.5. Theory of consumer behaviour and external influences
2.5.1. Definition and development of consumer behaviour
2.5.2. Theoretical models of consumer behaviour
2.5.3. Stimuli and characteristics affecting consumer behaviour
2.6. Theory of customer loyalty in marketing management
2.6.1. Consumer loyalty
2.6.2. Loyalty programmes and consumer loyalty management
2.6.3. Loyalty cards
2.7. Research design and research tactics
2.8. Conclusion of the literature review
3. Research Methodology
3.1. Introduction
3.2. Research objectives
3.3. Research design and strategy
3.4. Research tactics: Sources of data
3.5. Questionnaire design
3.5.1. Operationalisation of research variables
3.5.2. Questionnaire development
3.5.3. Pilot study and finalised version of the questionnaire
3.6. Respondents and sampling procedure
3.6.1. Target population
3.6.2. Justification
3.7. Data collection
3.8. Problems and limitations
3.9. Conclusion of methodology
4. Research Findings and Data Analysis
4.1. Introduction
4.2. Sample composition
4.3. Research findings and data analysis
4.3.1. General behaviour and attitude towards loyalty cards
4.3.2. Preferences regarding loyalty card features
4.3.3. Store loyalty towards favourite retail store
5. Research discussions, conclusion and recommendations
5.1. Introduction
5.2. Analysis of store loyalty tendencies and success factors
5.2.1. General behaviour and attitudes towards loyalty cards
5.2.2. Preferences regarding loyalty card features
5.2.3. Store loyalty towards favourite retail store
5.3. Review theory used
5.4. Recommendations for apparel retailers
5.5. Recommendations for future research
Research Objectives and Themes
The primary objective of this dissertation is to conduct a comparative analysis of young adults aged 18-30 in Germany and Spain to determine if there are significant differences in attitudinal and behavioural loyalty patterns, as well as preferences regarding loyalty card features. The research aims to identify whether standardised global marketing strategies for loyalty cards are effective or if local adaptations are required to optimize success factors for apparel retailers.
- Comparative analysis of consumer loyalty patterns in Germany and Spain.
- Investigation of consumer attitudes towards loyalty cards and their features.
- Evaluation of the efficacy of standardized vs. locally adapted marketing strategies.
- Assessment of behavioural and attitudinal store loyalty among loyalty card holders and non-holders.
- Derivation of actionable recommendations for international apparel retailers.
Excerpt from the Book
2.4. Theory of global marketing
Today’s world has turned into a ‘global village’ in which domestic borders are no longer a barrier preventing customers from purchasing products and services from other countries (Keegan and Schlegelmilch, 2001). According to Keegan and Schlegelmilch (2001 p. 4), “two decades ago, the phrase global marketing did not even exist.” Today however, the phrase is commonly used, and companies seek to conduct global marketing in order to reach their full profit potential. Hollensen (2007 p. 7) defines global marketing as “the firm’s commitment to coordinate its marketing activities across national boundaries in order to find and satisfy global customer needs better than the competition.” The difficulty in successfully implementing global marketing is recognising the degree to which marketing strategies may be reasonably implemented on a global scale and where local adaption is indispensable (Keegan and Schlegelmilch, 2001 p. 11).
Since the beginning of the 1980s, marketing researchers have been discussing the concept of worldwide integrated (global) marketing for the same brand (or store) (Trommsdorff, 2009 p. 207). Companies do business across different countries and, for the purpose of convenience, seek to follow one unique marketing strategy. If and to what degree this strategy should be adapted to the local culture, however, is still a highly debated topic in the literature. In this context, the expression ‘think globally, act locally’ is often used (Solomon et al, 2002 p. 549).
Summary of Chapters
1. Introduction: Presents the dissertation context, research aim, objectives, research questions, and hypotheses regarding loyalty card usage in Germany and Spain.
2. Literature Review: Provides a theoretical foundation covering global marketing, consumer behaviour models, and the management of customer loyalty and loyalty programmes.
3. Research Methodology: Details the research strategy, questionnaire design, sampling procedure, and data collection methods used to gather primary quantitative data.
4. Research Findings and Data Analysis: Analyzes the survey results using SPSS to test hypotheses about consumer behaviour, attitudes towards loyalty cards, and store loyalty.
5. Research discussions, conclusion and recommendations: Discusses findings against the theoretical background, draws final conclusions, and offers strategic recommendations for apparel retailers.
Keywords
Loyalty cards, Apparel retail industry, Consumer behaviour, Store loyalty, Global marketing, Comparative analysis, Germany, Spain, Marketing stimuli, Consumer characteristics, Customer retention, Relationship marketing, Promotional techniques, Bonus systems, Quantitative research.
Frequently Asked Questions
What is the primary focus of this dissertation?
The dissertation focuses on comparing consumer behaviour and store loyalty patterns regarding loyalty cards among young adults aged 18 to 30 in Germany and Spain.
What are the central themes discussed in this study?
The study covers global marketing strategies, consumer behaviour theory, the role of loyalty programmes, and specific preferences for loyalty card features like promotional techniques and bonus systems.
What is the main research objective?
The main objective is to determine if international apparel retailers should use a standardized global loyalty card strategy or adapt their features locally to satisfy different consumer preferences in Germany and Spain.
Which research methodology does the author use?
The author employs a deductive, quantitative research approach, utilizing an online survey and statistical analysis via SPSS to test hypotheses.
What does the main part of the work cover?
The main part of the work covers the theoretical literature review, the methodological framework, the presentation of survey data, and the final discussion of research findings.
What are the key terms that define this research?
The research is defined by terms such as loyalty cards, apparel retail industry, consumer behaviour, store loyalty, and international marketing strategies.
How do German and Spanish consumer preferences for loyalty cards differ according to the findings?
German respondents show a stronger preference for monetary benefits like cash discounts, whereas Spanish respondents prioritize non-monetary benefits such as customized information and the ability to use cards across multiple countries.
Does the research support a globalized, one-size-fits-all approach to loyalty programmes?
No, the findings suggest that local adaptations are reasonable, as the preferences for promotional techniques and bonus systems differ significantly between the two countries.
What conclusion does the author reach regarding loyalty card impact on behaviour?
The study found no significant linear relationship suggesting that acquiring a loyalty card leads to a major change in purchasing behaviour, although some differences in attitudinal loyalty were evident.
- Citar trabajo
- Sarah-Mailin Janotta (Autor), 2011, Loyalty cards in the apparel industry in Germany and Spain, Múnich, GRIN Verlag, https://www.grin.com/document/195046
