Download - Mark2052 focus group powerpoint
![Page 1: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/1.jpg)
MARK2052Marketing Research
Investigation of Brand Loyalty and Effectiveness of Loyalty Programme
Focus Group Questions
![Page 2: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/2.jpg)
Instruction• All participants must joined at least one loyalty (membership) programme
• Only one person will speak at one time
• Record the whole session
• Cannot leave the room until finished
• Switch off your mobile phones
• Feel Free to speak, discuss and comment
• Last for 45 – 90 minutes
• Any questions?
![Page 3: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/3.jpg)
Section I: General Information
GEN
![Page 4: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/4.jpg)
Question 1
• What does brand loyalty means to you?
GEN1
![Page 5: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/5.jpg)
Question 2
• How do you judge with the brands that you have loyalty?
GEN2
![Page 6: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/6.jpg)
Question 3
• What are the brands?
Share your experience.
GEN3
![Page 7: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/7.jpg)
Question 4
• What does loyalty programme means to you?
GEN4
![Page 8: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/8.jpg)
Question 5
• How many loyalty programme have you joined?
GEN5
![Page 9: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/9.jpg)
Question 6
• What are the programmes?
Share your experience.
GEN6
![Page 10: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/10.jpg)
GEN7
![Page 11: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/11.jpg)
GEN7
![Page 12: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/12.jpg)
GEN7
![Page 13: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/13.jpg)
GEN7
![Page 14: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/14.jpg)
Question 7
• Where do you think you can buy these products?
GEN7
![Page 15: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/15.jpg)
Question 8
• Why you think of those brands or channels in previous question?
GEN8
![Page 16: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/16.jpg)
Question 9
• What makes you purchase/ repurchase in that store?
GEN9
![Page 17: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/17.jpg)
Question 10
• Can you share your experience of that purchase?
GEN10
![Page 18: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/18.jpg)
Section II: Understanding the incentives and motivations
UM
![Page 19: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/19.jpg)
Question 1
• Why did you join them the loyalty you have mentioned in previous part?
UM1
![Page 20: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/20.jpg)
Question 2
• Can you share your experiences how you join the loyalty programme?
UM2
![Page 21: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/21.jpg)
Question 3
• What influence to join loyalty programme?
UM3
![Page 22: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/22.jpg)
Section III: Perceived Benefits
PB1
(If Harvey Norman, a retailer in electrical appliances, is going to introduce a new loyalty programme, will you join?)
![Page 23: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/23.jpg)
Question 1
• What do you expect they will offer after you joined loyalty programme?
PB2
![Page 24: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/24.jpg)
Question 2
• Which types of benefit offered from the loyalty programme you value the most
PB2
![Page 25: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/25.jpg)
Question 3
• How often do you use the benefits that is provided by the loyalty programme?
Please give examples.
PB3
![Page 26: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/26.jpg)
Question 4
• “One loyalty programme for one brand” or “One loyalty programme for multi-brand”
Discuss.
PB4
![Page 27: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/27.jpg)
Question 5
• “One Card holder in loyalty single programme” or “Multi card holder in single loyalty programme”
Discuss.
PB5
![Page 28: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/28.jpg)
Question 6
• Have you recommend your friend to join the loyalty programme?
Explained.
PB6
![Page 29: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/29.jpg)
Question 7
• How important is personalisation in loyalty programme?
PB7
![Page 30: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/30.jpg)
Section IV: Resistance
R
![Page 31: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/31.jpg)
Question 1
• Do you feel difference to that brand after you joined their loyalty programme?
R1
![Page 32: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/32.jpg)
Question 2
• What was your satisfaction after you joined a loyalty programme?
Explain.
R2
![Page 33: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/33.jpg)
Question 3
• In what extend, do loyalty programme match your expectation?
R3
![Page 34: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/34.jpg)
Question 4
• If you are not satisfied with the loyalty programme?
R4
![Page 35: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/35.jpg)
Question 5
• Have you quitted or switched to another brand?
Explain
R5
![Page 36: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/36.jpg)
Question 6
• If you have only joined a loyalty programme, will you only go and shop in that store?
Explain.
R6
![Page 37: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/37.jpg)
Question 7
• After you joined loyalty programme, will you pay for a higher price for the same goods?
R7
![Page 38: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/38.jpg)
Any suggestion?
![Page 39: Mark2052 focus group powerpoint](https://reader033.vdocuments.net/reader033/viewer/2022042715/5596e6941a28ab573a8b4785/html5/thumbnails/39.jpg)
Thank You