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35
2.10 GENERATION Y'S ATTITUDE TO THE LOYALTY CARD 36
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 37
3.1 INTRODUCTION 37
3.2 RESEARCH AIM AND OBJECTIVES 37
3.3 RESEARCH APPROACH 38
3.4 RESEARCH DESIGN 39
3.4.1 SECONDARY RESEARCH 39
3.4.2 PRIMARY RESEARCH 39
3.5 SAMPLE DESIGN 40
3.6 SAMPLE SELECTION 41
3.7 DATE CAPTURE INSTRUMENT 41
3.8 SCALING 42
3.9 PILOT TESTING 42
3.10 DATA ANALYSIS TECHNIQUES 43
3.11 LIMITATIONS 44
CHAPTER 4 FINDING AND RESULTS 45
4.1 RESULTS 45
4.2 FINDINGS 59
4.3 LIMITATIONS 63
CHAPTER 5 CONCLUSIONS 65
5.1 OVERALL CONCLUSIONS 65
5.2 IMPLICATIONS 65
5.2.1 IMPLICATIONS FOR THEORY 65
5.2.2 IMPLICATIONS FOR RETAILERS 66
5.2.3 IMPLICATIONS FOR FURTHER RESEARCH 68

REFERENCES 69
APPENDICES 82
APPENDIX A QUESTIONNAIRE (FINAL VERSION) 82
LIST OF FIGURES 90
FIGURE 1.1: Outline of dissertation 90
FIGURE 4.1: How often do you visit fashion chain store 90
FIGURE 4.2: Have you ever purchased from the following fashion chain stores in the last 3 months 91
FIGURE 4.3: How much do you estimate 代写essay that you purchased at ABOVE brands in the last 3 months 91 FIGURE 4.4: From which source do you receive that information about those brands 92
FIGURE 4.5: What are the factors that attract you to purchase those brands 92
FIGURE 4.6: Which loyalty card do you have at the following brands 93
FIGURE 4.7: If you have the loyalty card, is there any chance to increase your purchase frequency 93
FIGURE 4.8: What are the factors that attract you to have loyalty card 94
FIGURE 4.9: What are the reasons that you DO NOT have loyalty card 94
FIGURE 4.10: As a loyalty card-holder, the reasons not using it include 95
FIGURE 4.11: How agree are you with the following sentences 95
FIGURE 4.12: What do you feel when the fashion chain store operation promotions 96
FIGURE 4.13: If you have the opportunity to have a membership card, the function you hope is 96

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