Decision Making Systems In Business Administration - Proceedings Of The Ms'12 International Conference by unknow

Author:unknow
Language: eng
Format: epub
Published: 2018-08-16T16:00:00+00:00

Figure 1. Average scores with significant differences.

We also found significant differences when assessing the promotions based on owning or not owning a loyalty card and found that consumers who have these cards value all † promotions more positively than those who do not possess them, with an average score of 3.49 versus 3.31.

Only two of the promotions received higher scores individually than the comparison made as a function of these two groups. Logically, one of these is to offer points for loyalty club membership (Q16), whereas the second promotion (Q7) is based on a discount provided for the possession of a payment card from the establishment.

Therefore, we can say that individuals who have loyalty cards have a more favorable opinion regarding promotion techniques in general, so we believe that this group has a greater receptivity to promotional activities. This fact is considered particularly important for companies that sponsor these types of clubs.

With respect to age, significant differences exist in the general assessment of the promotions. Promotions obtained higher scores from the oldest segment of the simple population followed by the youngest segment. The lowest scores were obtained for the age groups in between these two.

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