EFFECTS OF SM ADVANTAGE CARD TO THE BUYING BEHAVIOR OF SM FAIRVIEW CUSTOMERS

Abstract

This study aims to analyze the impact of SM Advantage Card utilization on the shopping behavior and lifestyle of customers at SM Fairview. It explores how loyalty programs influence consumer purchasing habits, preferences, and overall shopping experience. The study utilized a descriptive research method with 50 adult consumers as participants. The study found that most respondents were female, belonged to the middle-class socioeconomic group, and were SMAC holders. To better understand Advantage Card usage, a marketing plan for SM Fairview can be developed using surveys, interviews, and demographic analysis.  The grand weighted mean was 2.01, with a verbal interpretation of "often." The Chi-square statistical analysis yielded the following key findings:  Gender and problem recognition in buying behavior showed no significant relationship (χ² = 2.5647, p = 0.4637). Gender and information search in buying behavior showed a significant relationship (χ² = 8.5322, p = 0.0362). Type of SM Advantage Card and problem recognition in buying behavior showed no significant relationship (χ² = 8.5515, p = 0.2004). Type of SM Advantage Card and information search in buying behavior showed no significant relationship (χ² = 8.2357, p = 0.2213). Type of SM Advantage Card and evaluation of buying behavior showed no significant relationship (χ² = 2.5472, p = 0.8632). These findings suggest that while gender influences information search behavior, the type of SM Advantage Card does not significantly impact buying behavior in terms of problem recognition, information search, or evaluation. To achieve a 20% increase in Advantage Card adoption rates and a 15% boost in customer loyalty within six months, SM Fairview’s marketing plan should leverage insights from surveys and demographic analysis of card usage. The strategy should focus on:  Targeting key demographics: Families, young professionals, and seniors. Enhancing customer engagement through: Exclusive perks: Personalized discounts, cashback rewards, and VIP experiences. Omnichannel marketing: Social media campaigns and influencer collaborations. Email marketing with customized offers. In-store promotions and interactive kiosks. Mobile app integration for seamless card management and rewards tracking. Strengthening loyalty programs: Tiered rewards to encourage repeat purchases. Referral incentives to drive new sign-ups. By aligning these strategies with customer preferences, SM Fairview can drive higher Advantage Card adoption, increased engagement, and long-term brand loyalty.