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Exploring Supermarket Loyalty Card Analysis to Identify Who Buys Fairtrade

Yamoah, Fred A. and Fearne, Andrew and Duffy, Rachel and Petrovici, Dan Alex (2013) Exploring Supermarket Loyalty Card Analysis to Identify Who Buys Fairtrade. Working paper. Kent Business School, University of Kent, Canterbury

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Abstract

The aim of this paper is to show how supermarket loyalty card data from a panel of over 1.7 million

in order to enhance making targeted marketing decisions. The paper demonstrates the huge marketing

fairtrade products, compared to profiling shoppers with claimed/reported behaviour dataset. A pairedsamples t-test is used to test the degree of appeal of fairtrade tea, coffee, chocolate, drinking

of their retail sales values over 104 weeks. The results show that analysing loyalty cards based on

appeal to the various life-stage and lifestyle shopper segments.

Item Type: Monograph (Working paper)
Subjects: H Social Sciences
H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 02 Jul 2013 13:20 UTC
Last Modified: 06 Feb 2020 04:07 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/34502 (The current URI for this page, for reference purposes)
Petrovici, Dan Alex: https://orcid.org/0000-0002-2688-5439
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