However, Alok (2009) is convinced that female shoppers are more likely to remain loyal to shops they have signed loyalty programs with. Nazia (2011) delved into the effect of income levels on shopping habits, supporting notions spread by Peter, Borle and Kadane (2003) that shoppers with higher income tend to be loyal to more shops than those with lower income. Yuping, Williams and Tam (2010) refuted this claim, noting that every individual signs up with a program based on how much they need the products offered by a store.
Older buyers are shown in Rose (2013) as being less likely to make large purchases, due to their partial inability to earn at the same pace as the energetic younger cohorts. Seyhmus (2002), however, had a differing opinion, preceding Rose’s article with the assertion that age does not actually affect ability to shop (size of purchase) since there are many wealthy older persons. Based on these contradicting notes, this research poses the questions:
The current research is based on a model depicting the consumer as more being more loyal based on their membership to loyalty programs. Therefore, the response (percentage of clothing budget spent at the store’s clothing category and amount of money spent at the store) are affected by the age, income, gender and membership to loyalty for the participants. The hypotheses developed in response to the research questions are:
H4: There is no significant difference between amount spent at the clothing category and percentage of clothing budget spent on clothing at the store for participants signed to the loyalty program and those not signed.
The sample comprised 202 participants who were all shoppers at the selected clothing store. 122(60.4%) were male while 80 (39.6%) were female shoppers. There were no shoppers below the age of 18 years. However, 184 (91.1%) were adults aged between 19 and 50 years while 18 (8.9%) were older persons aged above ...Show more