Family Purchasing Behaviour

The Effects of Gender on Family Purchasing Behaviour

Family Purchasing Behaviour – There is a great need to conduct research on purchase behaviour and patterns of families. Democratization of the society has been on the rise, and this has affected the way gender is viewed by both the members of a family as well as the entire society. Due to the changes caused by the democratization of the society, the traditional family model which involved a define hierarchical organization and where role played by each member of the family were clearly defined, has been reduced into a new family model, with less hierarchical organization and that includes new family patterns. Some of the modern family models include single parents, multi-nuclear families, cohabiting couples, homosexual couples among others. In this dissertation, there will be extensive use of the terms such as ‘couple’, ‘husband/man’, as well as ‘wife/woman. This is mainly because these are the key elements of a family.

Family purchasing behavior is a complex unlike individual purchasing behavior. The process involves complex stages right from making the decision to the real purchasing. There are several factors that affect the family purchasing behavior. This study will investigate the effects that gender has on the family purchasing behavior. It is of great important to understand how gender affects the family purchasing decisions. This understanding will help in predicting the purchasing pattern in spouses. This study is therefore very important to the firms as well as institutions of higher learning. By understanding the family purchasing patterns, the firms will be able to adopt marketing strategies that will help in achieving increased sales. The institutions of higher learning will benefit from this study since by understanding the family purchasing patterns; they will adopt the best strategies in training marketers. This dissertation will investigate the effect of gender on family purchasing behaviour.

The dissertation will use a quantitative research design and an open-ended and closed questionnaire for data collection. The sample will be made of 150 couples, making it 300 individuals from London. Data analysis will be done by the use of SPSS. The findings of the study will be useful to both the firms as well as the institutions of higher learning. This dissertation aims at investigating the effect of gender on family purchasing behavior.

When making the purchase decisions for the family, both the husband and the wife are likely to disagree due to the diversity in their tastes and preference and the fact that they both want their viewpoints considered in the purchase decision. Many academics suggest that the power of the spouse in the relationship has a greater impact on the decision making. For instance, if the wife believes that her husband has more power over her, she will be very comfortable with her husband making most of the decisions. In the other hand, there are instances where the wife will influence the purchase decision of particular products. For instance food stuffs. This is because; women are taken to be very conversant with household goods.

Dissertation Objectives

Investigating the way through which couples make purchase decisions
Investigate the conflict between couples when making purchase decisions
Investigate the influencing tactics in couples while making purchase decisions

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Loyalty Cards

An Exploration into The Relationship Between Brand Trust and Use of Loyalty Cards – A Case Study of Tesco

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This dissertation seeks to evaluate the relationship between brand trust and loyalty cards and show the impact of loyalty cards on brand trust of customers. In context to carry out the investigation, it has explained the facets of brand trust, customer satisfaction, perceived value and customer loyalty. The research is a quantitative, deductive study where primary data have been collected from three stores of Tesco Plc., in the UK (Birmingham Region) through the survey questionnaire method. The research has assumed Uncles’ Research Model (2002) in the background and has modified it according to the objectives of the research. The questions in the questionnaire are mostly close-ended questions based on Likert Scale Rating which has been analysed through factor percentage analysis method. The research has successfully identified 4 factors with various sub factors and established the suggested research framework through justified literature review and data evidences, based on the conceptual model of Uncles’ et al. (2002). It has also accomplished all the four research objectives showing that loyalty programs are considerably effective in earning trust from old and new customers by perceptible and imperceptible constituents, which can be explained both in behavioural and attitudinal aspects. This research has also considered several literature gaps which were present earlier and tried to answer several of them.

Loyalty Cards Dissertation

The main purpose of this research dissertation is to evaluate the relationship between brand trust earned through loyalty cards used in many conventional retail stores. Many companies have now adopted the practice of loyalty cards because they consider this an excellent way of earning trust from customers and creating a special bond with them.This in turn helps in the retainment of old customers and also creates a good reputation in the market. The loyalty card system gives some privilege facilities to the member customers because they get bonus points and discount offers on products. This study will delve deeply into the concept of brand trust, the effects of loyalty cards in relationship marketing and the impact of loyalty cards on brand trust in reality, by considering the case study of Tesco and their Loyalty Club Card facilities for the UK customers. The main aim of the research is to evaluate and find out the relationship between brand trust and loyalty cards. It will identify and evaluate whether loyalty cards can confer brand trust in the customers. To fulfil the main aim, the following objectives will be further accomplished;

To investigate the impact of loyalty cards on brand trust of customers by a questionnaire analysis of Tesco club card members from three different stores in the UK
To critically evaluate the effectiveness of loyalty programs in increasing the perceived values and customer satisfaction which contributes to brand trust
To test the hypothetical assumptions regarding the relationship between loyalty programs, perceived values and brand trust
To prove that loyalty programs offer a good index of customer brand trust
The survey results will be interpreted through percentage analysis and deductive reasoning, thus proving the suggested theoretical assumptions