This research project delves into the analysis of customer behavior concerning loyalty cards and reward schemes within organizations. The study begins with an overview, background, aims, objectives, research questions, rationale, and significance of the study. Chapter 2 conducts a thorough literature review, exploring the concept of consumer loyalty, relevant theories, and the role of loyalty cards and reward schemes. The methodology chapter outlines the research philosophy, approach, design, data collection methods, and ethical considerations. The report then presents data analysis in Chapter 4, followed by recommendations and conclusions in Chapter 5. The research aims to understand the impact of loyalty programs on customer behavior, identify key issues, and provide actionable recommendations for enhancing customer retention and loyalty.