This report explores the efficacy of consumer loyalty and rewards schemes in truly 'buying' consumer loyalty, particularly within the context of Morrison's company in the UK. It delves into the significance of loyalty programs and reward systems in retaining and attracting customers, aiming to determine if these schemes genuinely foster customer loyalty or merely incentivize short-term behavior. The research objectives include identifying the importance of loyalty and rewards systems, evaluating factors that build customer loyalty, and understanding the relationship between reward systems and customer loyalties within Morrison's. The study employs a questionnaire survey method for primary data collection, supplemented by secondary data from literature reviews, books, and online sources. Qualitative analysis is used to analyze the collected data, focusing on themes related to customer satisfaction, trust, and loyalty. The report also outlines a timeline for the research activities, covering proposal development, data collection, analysis, and interpretation.