Impact of Flybuys on Customer Purchasing Behaviour in Australian Retail Market, Coles

Running head: BUSINESS RESERACH
Business Research Analysis
Name of the Student:
Name of the University:
Author’s Note:

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BUSINESS RESERACH
Table of Contents
1. Introduction..................................................................................................................................3
2. Project Objective.........................................................................................................................3
3. Project Scope...............................................................................................................................4
4. Literature Review........................................................................................................................4
4.1. Brand Loyalty.......................................................................................................................4
5. Research Questions/Hypothesis...................................................................................................6
Primary Question.............................................................................................................................6
To assess the impact of the consumer loyalty program Flybuys on customer purchasing
behaviour of Australian retail market, Coles...................................................................................6
- Secondary Questions.....................................................................................................................6
6. Research Design and Methodology.............................................................................................6
Approach of Research..................................................................................................................6
Data Collection Technique...........................................................................................................7
Data Analysis...............................................................................................................................7
Ethical considerations..................................................................................................................8
Sampling and Sample Size...........................................................................................................8
7. Research Limitations...................................................................................................................9
8. Time Schedule (Research plan).................................................................................................10
9. Conclusion.................................................................................................................................11

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BUSINESS RESERACH
Reference List................................................................................................................................12
Appendix........................................................................................................................................14

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BUSINESS RESERACH
1. Introduction
Customer loyalty is an essential phenomenon in the modern day scenario. This is because
there is the availability of a large number of alternatives in the current market. In order to avoid
this, the customers must be offered certain services that they will not find in any other stores. So,
there has to be a customer loyalty program that needs to be developed. Organizations
demonstrate incredible enthusiasm for having a loyal client. Customer dependability unavoidably
helps with accomplishing upper hand even in a market where there is forceful rivalry (Giddens,
2010). The Australian retail organizations have to select and apply any of the assorted
methodologies with any particular goal to make the customers develop a loyalty towards the
particular brand. They have to make sure that they are achieving their objective of developing a
brand loyalty of the customers.
Loyalty card frameworks is one principle and profoundly successful approach, among the few
accessible strategies and methodologies that focuses on mark faithfulness, taken by organizations
to support their customer's unwaveringness towards the brand.
2. Project Objective
a) To assess the prospective of brand loyalty and customer purchase intention in the Australian
retail stores
b) To analyze the impact of loyalty cards schemes implementation over the purchasing power of
the customers of the Australian retail firms