MARK2052Marketing Research

Investigation of Brand Loyalty and Effectiveness of Loyalty Programme

Focus Group Questions

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?

Section I: General Information

GEN

Question 1

• What does brand loyalty means to you?

GEN1

Question 2

• How do you judge with the brands that you have loyalty?

GEN2

Question 3

• What are the brands?

Share your experience.

GEN3

Question 4

• What does loyalty programme means to you?

GEN4

Question 5

• How many loyalty programme have you joined?

GEN5

Question 6

• What are the programmes?

Share your experience.

GEN6

GEN7

GEN7

GEN7

GEN7

Question 7

• Where do you think you can buy these products?

GEN7

Question 8

• Why you think of those brands or channels in previous question?

GEN8

Question 9

• What makes you purchase/ repurchase in that store?

GEN9

Question 10

• Can you share your experience of that purchase?

GEN10

Section II: Understanding the incentives and motivations

UM

Question 1

• Why did you join them the loyalty you have mentioned in previous part?

UM1

Question 2

• Can you share your experiences how you join the loyalty programme?

UM2

Question 3

• What influence to join loyalty programme?

UM3

Section III: Perceived Benefits

PB1

(If Harvey Norman, a retailer in electrical appliances, is going to introduce a new loyalty programme, will you join?)

Question 1

• What do you expect they will offer after you joined loyalty programme?

PB2

Question 2

• Which types of benefit offered from the loyalty programme you value the most

PB2

Question 3

• How often do you use the benefits that is provided by the loyalty programme?

Please give examples.

PB3

Question 4

• “One loyalty programme for one brand” or “One loyalty programme for multi-brand”

Discuss.

PB4

Question 5

• “One Card holder in loyalty single programme” or “Multi card holder in single loyalty programme”

Discuss.

PB5

Question 6

• Have you recommend your friend to join the loyalty programme?

Explained.

PB6

Question 7

• How important is personalisation in loyalty programme?

PB7

Section IV: Resistance

R

Question 1

• Do you feel difference to that brand after you joined their loyalty programme?

R1

Question 2

• What was your satisfaction after you joined a loyalty programme?

Explain.

R2

Question 3

• In what extend, do loyalty programme match your expectation?

R3

Question 4

• If you are not satisfied with the loyalty programme?

R4

Question 5

• Have you quitted or switched to another brand?

Explain

R5

Question 6

• If you have only joined a loyalty programme, will you only go and shop in that store?

Explain.

R6

Question 7

• After you joined loyalty programme, will you pay for a higher price for the same goods?

R7

Any suggestion?

Thank You