Course: FEKH29 Business Administration: Bachelor thesis in Marketing, Undergraduate Level, 15 ECTS Authors: Sophie Jensen, Annika Klaus, Fredrik Ohlsson Advisor: Clara Gustafsson Key words: Loyalty, Loyalty program, consumer behavior, impact & customer club Purpose: The purpose of this study is to improve the understanding of how a younger target group respectively an older target group influences of a membership in a loyalty program and if there are any differ-ences between these target groups. Methodology: The research strategy for this study is a quantitative approach and a deductive process to formulate hypotheses. The collection of data was made through a survey where the respondents were about to answer questions regarding the theories on a seven-grade likertscale. Theoretical Perspectives: The theoretical framework is taking point from the four theories; instrumental learning, perception and status, Word-of-Mouth and the self. These theories were later on put against the empirical foundations. Empirical foundations: The empirical data is based on a survey and was answered by 147 respondents, both men and women in the two chosen target groups. Conclusion: The conclusion we found in the study is that the younger target group, as well as the older target group, do not see social status as something important, and are not being influenced by it, regarding to loyalty programs. Consuming in a way to strengthen the self is neither something that is influencing the target groups. On the oth-er hand, the both target groups are being influenced of Word-of-Mouth, since both can imagine recommending a loyalty program to other consumers. The learning process of a loyalty program do also influence both target groups if companies are offering reward systems. No differences is seen between these two target groups
