Examining the relationship between bonding tactics & consumer personality traits in consumer loyalty schemes in the UK retail sector

Purpose & Approach - this study is aimed at assisting sponsoring retailers of loyalty schemes to understand the impact of consumer personality traits, since target groups are being replaced by individuals rather than segments due to transformational shift in marketing environment. Target groups define effective mix of benefits on offer to achieve bottom line performance of any loyalty scheme. This document sets out two-fold examination of consumer behaviour model with regard to marketing relational bonding tactics (RBT). The model originates from an epistemological three-dimensional approach to market analysis; a specific set of consumer personality traits (Materialism, Ethnocentrism and Dogmatism), consumer receptiveness to three well- established marketing bonding strategies and marketer\u92s selection of these bonding strategies to design their loyalty programmes. Design & Methodology \u96 in-depth references from intensively reviewed existing literature reproduced to support deductive development of hypothesis. Primary data collected through surve