Loyalty cards in the apparel industry in Germany and Spain

Inhaltsverzeichnis (Table of Contents)

• 1. Introduction
  • 1.1. Introduction
  • 1.2. Preface
  • 1.3. Research aim and objectives
  • 1.4. Research problem
  • 1.5. Research questions
  • 1.6. Hypotheses
  • 1.7. Structure of the dissertation
• 2. Literature Review
  • 2.1. Introduction
  • 2.2. Background information
    • 2.2.1. Marketing stimuli: loyalty cards in Germany and Spain
    • 2.2.2. General consumer characteristics in Germany and Spain
  • 2.3. Apparel retail industry in Germany and Spain
  • 2.4. Theory of global marketing
    • 2.4.1. Definition of global marketing
    • 2.4.2. Discussion
  • 2.5. Theory of consumer behaviour and external influences
    • 2.5.1. Definition and development of consumer behaviour
    • 2.5.2. Theoretical models of consumer behaviour
    • 2.5.3. Stimuli and characteristics affecting consumer behaviour

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation analyzes the differences in attitudinal and behavioral patterns of young adults in Germany and Spain regarding loyalty cards in the apparel retail industry. The main objective is to determine if there are significant differences in preferences regarding the features of loyalty cards in the consumers of the two countries, ultimately identifying potential success factors for retailers. Key themes explored in this work include:

• Consumer behavior and external influences
• Global marketing strategies and their impact on loyalty card implementation
• Comparative analysis of consumer attitudes and behaviors towards loyalty cards in Germany and Spain
• The influence of loyalty card possession on attitudinal and behavioral store loyalty
• The role of loyalty cards as a marketing tool for building customer relationships

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1: Introduction provides a general introduction to the topic of loyalty cards in the apparel retail industry, outlining the research aim, objectives, problem, and questions. It also presents the hypotheses and the structure of the dissertation.

Chapter 2: Literature Review provides a thorough exploration of relevant literature. It begins by discussing background information on marketing stimuli, specifically loyalty cards in Germany and Spain, as well as general consumer characteristics in both countries. The chapter then delves into the apparel retail industry in Germany and Spain, followed by a detailed exploration of global marketing theory. The final section focuses on the theory of consumer behavior and external influences, defining and analyzing consumer behavior, exploring theoretical models, and examining stimuli and characteristics impacting consumer behavior.

Schlüsselwörter (Keywords)

This dissertation focuses on the comparative analysis of loyalty card usage and its impact on consumer behavior in the apparel retail industry. Key terms include loyalty cards, apparel retail, consumer behavior, global marketing, marketing stimuli, attitudinal loyalty, behavioral loyalty, Germany, Spain, comparative analysis, success factors, and marketing strategies.