|Title||A Study on Loyalty Cards and Shopping Behavior for Fast Moving Consumer Goods in Southeast Turkey|
|Publication Type||Conference Proceedings|
|Year of Publication||2013|
|Authors||Fadda, S, Gursoy, O, Durur, E, Ozguven, K|
|Conference Name||EuroTecS - 2013 European Conference of Technology and Society|
|Keywords||CRM, Data Mining, FMCG, Loyalty Programs|
Loyalty programmes in fast moving consumer goods industry (FMCG) have a history of over 20 years. The main drive behind loyalty cards is to gather data from unique customers on their shopping behavior and product preferences so as to further analyze them and have knowledge to act on in their operations. In this study we analyzed loyalty card and checkout receipts data provided by the primary FMCG chain of the Turkish market. We have as a result discovered interesting consumer behavior traits, and suggested future possible research interests.