Marketing research Case Study Example | Topics and Well Written Essays - 2750 words

Marketing enquiry - Case Study ExampleHowever, Alok (2009) is convinced that young-bearing(prenominal) shoppers atomic number 18 more(prenominal) likely to remain loyal to shops they have signed homage programs with. Nazia (2011) delved into the effect of income levels on shopping habits, load-bearing(a) notions spread by Peter, Borle and Kadane (2003) that shoppers with higher income tend to be loyal to more shops than those with lower income. Yuping, Williams and Tam (2010) refuted this claim, noting that each individual signs up with a program based on how much they need the products offered by a store.Older buyers atomic number 18 shown in Rose (2013) as world less likely to make greathearted purchases, due to their partial inability to earn at the same pace as the energetic junior cohorts. Seyhmus (2002), however, had a differing opinion, preceding Roses article with the assertion that age does not actually mint ability to shop (size of purchase) since there are many wealthy older persons. Based on these contradicting notes, this research poses the questionsThe current research is based on a model depicting the consumer as more being more loyal based on their membership to loyalty programs. Therefore, the response (percentage of clothing budget played out at the stores clothing kin and amount of money spent at the store) are affected by the age, income, gender and membership to loyalty for the participants. The hypotheses developed in response to the research questions areH4 There is no significant difference between amount spent at the clothing category and percentage of clothing budget spent on clothing at the store for participants signed to the loyalty program and those not signed.The sample comprised 202 participants who were all shoppers at the selected clothing store. 122(60.4%) were male while 80 (39.6%) were female shoppers. There were no shoppers below the age of 18 eld. However, 184 (91.1%) were adults aged between 19 and 50 years w hile 18 (8.9%) were older persons aged above