publication . Bachelor thesis . 2010

Loyalty programs and their impact on consumer

Rothmajerová, Jaroslava;
Restricted Slovak
  • Published: 01 Jan 2010
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
The thesis is focused on loyalty programs. The aim of the thesis is to show how the loyalty program works by using a particular example and how it affects consumers. In the theoretical part, there is explained the position of loyalty programs in marketing. The thesis also deals with media, which use loyalty programs in marketing communication. In the practical part, the loyalty program of Nestlé is analysed, which is aimed at children as consumers. Awareness and satisfaction with loyalty program is analysed by questionnaire. In the work, there are also described the effects of loyalty programs on consumers, based on results from questionnaire and analysis of loy...
free text keywords: loyalty program; Podpora prodeje; Spotřebitel; sales support; media; Marketingová komunikace; Věrnostní programy; marketing communication; consumer; Média
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