A Study on Loyalty Cards and Shopping Behavior for Fast Moving Consumer Goods in Southeast Turkey

TitleA Study on Loyalty Cards and Shopping Behavior for Fast Moving Consumer Goods in Southeast Turkey
Publication TypeConference Proceedings
Year of Publication2013
AuthorsFadda, S, Gursoy, O, Durur, E, Ozguven, K
Conference NameEuroTecS - 2013 European Conference of Technology and Society
Publication Languageeng
KeywordsCRM, Data Mining, FMCG, Loyalty Programs
Abstract

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.