Analýza věrnostních programů na drogistickém trhu

Abstract

The thesis titled „Analysis of Loyalty Programs in the Drugstore Market” deals with loyalty programs on the drugstore and cosmetic market. The Object of this thesis was to find out if loyalty programs affect women's decisions regarding the selection of the type of store or drugstore and to analyze and compare dm active beauty, dm babybonus, Teta klub and Rossmánek loyalty programs. Data were obtained using electronic polling and especially analyzed using SPSS program. The research results confirm the influence of loyalty progams on women's decisions regarding the selection of drugstore and type of drugstore. It is only when are women already registrated in these programs. The programs are therefore not the reason of the first store visit. Further was found out, that the most of women is registrated in more than one loyalty program. In the case of chosen drugstores it is not about a tool, which would create a loyalty to the store. Analysis of selected loyalty programs revealed that the programs are perceived and rated by customers in exactly the same and therefore cannot say which program is most popular and most exploited among. There were some suggested improvements for each loyalty program on the conclusion of this thesis. These improvements should help to distinguish programs from competitors.