Reward cards : influence on purchase intention loyalty among working women in selected cities of Cavite / by Gerald Kim T. Humanan, Christian B. Panganiban and Georgia Mae V. Puso.

Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University.

HUMANAN, GERALD KIM T., PANGANIBAN, CHRISTIAN B., PUSO, GEORGIA MAE V., Reward Cards: Influence on Purchase Intention and Loyalty Among Working Women In Selected Cities of Cavite. Undergraduate Thesis Bachelor of Science in Business Management major in Marketing Management. Cavite State University Indang, Cavite. June 2018. Adviser Mr. Gener T. Cueno.
This study was conducted for the purpose of determining the influence on purchase intention and loyalty of the reward cards among working women in selected areas in Cavite. This study aimed to: (a) determine the socio-demographic profile of the working women in Cavite; (b) determine the reward cards usage profile of working women in Cavite; (c) determine the perceived level of influence of reward cards on purchase intention of working women; (d) determine the perceived level of influence of reward cards on customers' loyalty; (e) determine the significant difference on the perceived level of influence of reward cards on purchase intention of the participants when grouped according to socio-demographic characteristics; (f) determine the significant difference on the perceived level of influence of reward cards on purchase intention when grouped according to usage profile of working women; (g) determine the significant difference on the perceived level of influence of reward cards on customer's loyalty of the participants when grouped according to socio-demographic characteristics; and (h) to determine the significant difference on the perceived level of influence of reward cards on customers' loyalty when grouped according to usage profile of working women. This study was conducted in four municipalities in Cavite. Data were taken from 155 participants using a survey questionnaire. The data were analyzed using frequency count, mean, percentage and standard deviation. Kruskal Wallis H Test was used as statistical tools to measure significant difference between socio-demographic profiles of working women on the influence of reward cards on purchase intention and loyalty. It is prominent that the working women on the selected cities of Cavite were in the age bracket of 31 - 40 years' old, married and mostly earns P10, 000 or less. Grocery stores reward cards (e.g. SM Advantage Cards, 7/11 Cliqq Cards, Robinsons Reward Cards, etc) is the most frequently used by working women. The most availed product using reward cards ranked as number one is food/drinks. And to earn points is the highest ranked as to why working women were using reward cards. Result shows that there is no significant difference found on the perceived level of influence of reward cards on purchase intention according to usage profile such as frequency of usage, product avail using reward cards and reason of using reward cards. Also, there is no significant difference on the perceived level of influence of reward cards on customer's loyalty according to socio-demographic profile was found. Moreover, no significant difference was found on the perceived level of influence of reward cards on customer's loyalty according to usage profile in terms of frequency of usage, product avail using reward cards and reason of using reward cards.

Submitted copy to the University Library. 08/13/2018 T-7429