Research Perspectives on Indian Retail Loyalty Programs
The Indian retail scene is rapidly evolving. Even though the base is huge, it is yet to develop just as the retail industry is to evolve. Large format stores provide a certain value to a customer, and a benefit based on a given pattern of shopping, such that, it enhances their total spend or category share. On the contrary, surveys on Indian customers have revealed many interesting facets of shopping behaviour that may not be amenable to change using the rewards commonly used. For customers to change their habits, it may need specific values from the loyalty programs.
amit mookerji (2009) ,"Research Perspectives on Indian Retail Loyalty Programs", 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: 318-320.
amit mookerji, indian institute of management-lucknow, india
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
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