Structure & Design of Reward Programs in India

Rewards Programs have been introduced by several retailers in India, in the recent years. The programs remain purely motivational in nature, as yet, even though they have progressed to engaging designs in the more matured markets in the west. With time, however, the programs in India will also need to evolve to higher value offerings in terms of personalization and customisation so as to be able to better connect with customers and move towards mutually beneficial relational behavior.


praphul misra, ruchi malik, and shilpa bhaskar (2009) ,"Structure & Design of Reward Programs in India", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 309-320.


praphul misra, Netcarrots, india
ruchi malik, apeejay school of management, india
shilpa bhaskar, apeejay school of management, india


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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