Loyalty cards in the apparel industry in Germany and Spain : is the implementation of a global marketing approach reasonable when operating both in a southern and a northern European country? / Sarah-Mailin Janotta.

Format:

Book

Author/Creator:

Janotta, Sarah-Mailin, author.

Language:

English

Subjects (All):

Clothing trade--Germany.

Clothing trade.

Clothing trade--Spain.

Physical Description:

1 online resource (133 p.)

Edition:

1st ed.

Place of Publication:

Hamburg : Anchor Academic Publishing, 2014.

Language Note:

English

Summary:

Internationally operating apparel retailers are expanding throughout Europe (Noordhoff et al, 2004; Seock and Lin, 2011). To be able to cope with the fierce competition in the apparel retail industry, many retailers have implemented loyalty cards in order to keep current customers. Several retailers have opted for a global marketing strategy which includes implementing loyalty cards with the same features in several countries (e.g. Hunkemöller, Promod, Esprit). This research is a comparative analysis of young adults, aged between 18 and 30, from a Northern European country (Germany) and a Sout

Contents:

Loyalty cards in the apparel industry in Germany and Spain; Acknowledgements; Executive Summary; Tables of Contents; Index of Tables; Index of Figures; Abbreviations; 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 investigation; 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; 2.4. Theory of global marketing

2.4.1. Definition of global marketing2.4.2. 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 objectives3.3. 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 cards4.3.2. 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

6. References/Bibliography6.1. References; 6.2. Bibliography; 7. Appendix; 7.1. Questionnaire

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on online resource; title from PDF title page (ebrary, viewed April 21, 2014).

ISBN:

3-95489-515-3

OCLC:

871780113