San Diego State University Bu

Individual Report (2500 words)


How to Apply the Self Theory to Establish an Effective Customer Loyalty Program for Millers’ Refillers

Company Background:

Millers’ Refillers is a zero-waste retail shop located in the village of New Mills. The company is owned by Ms. Louise Moore, and it was incorporated in November 2020. The shop mainly sells grains, breakfast cereals, dried fruits, spices, seeds, and others. As Millers’ Refillers defines itself as a zero-waste shop, its aim is “to be affordable, ethically sourced and reduce the impact of single-use plastics on our planet”. Typically, customers have two choices when shopping in Millers’ Refillers. They could either bring their containers to the shop or buy brown paper bags and various jars from the shop. In addition, there are free containers that were donated from other customers, and these have been sterilized by a dishwasher first. Furthermore, Millers’ Refillers allows customers to buy as little as they would like to reduce food waste. Customers could only buy what they need in the shop, even if it would be 2oz of something, instead of being forced to buy a certain weight. Meanwhile, Millers’ Refillers positioned itself to sell goods reasonably and competitively to catch the customers from a wide range of income groups in New Mills.

Company Website:

General Requirements:

-Please notice that this is a postgraduate paper, so use proper languages and vocabulary

-Please use at least 20 literatures (references) to support the main content

-Please notice that this is an individual report after my group report conducted, so please only focus on only one aspect through the report (the Self-Theory)

-Harvard Style

Report Structure:

Introduction (300 words): State the objective of this report and a quick overview of this company (the company does not have a loyalty program).

Main Content (2000 words):

  • Deep literature dive
    • What does the academic literature have to say about this issue?
    • How do they organize their understanding of it / what constructs do they use to parse relevant situations?
    • Do they parse it the same way you did? Should they?
  • Discussion:
    • Theoretical implications
      • Could your case study be used to alter/advance any of the lessons from the literature?
        • Does it suggest that the prior literature has missed something?
        • That the literature has something wrong?
        • That one explanation or another in the literature is more plausible?
        • Does it just confirm what “everybody already knows”?
    • Implications for practitioners
      • If you observed issue X in your project:
        • Are other firms going to see that same issue?
        • What types of firms would most likely experience them the same way?
        • Would/should they be able to draw similar lessons?
        • How would the lessons need to adapt or evolve?

Conclusion (250 words).

Reading list (*means key reading):

* Chapter 7: Sethna, Zubin, and Jim Blythe. Consumer Behaviour . Fourth edition. Los Angeles, California: SAGE, 2019. Print.

*Grubb, Edward L, and Harrison L Grathwohl. “Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach.” Journal of marketing 31.4 (1967): 22–27. Web.

*Ladik, Daniel, Francois Carrillat, and Mark Tadajewski. “Belk’s (1988) ‘Possessions and the Extended Self’ Revisited.” Journal of historical research in marketing 7.2 (2015): 184–207. Web.

*Reimann, Martin et al. “How We Relate to Brands: Psychological and Neurophysiological Insights into Consumer–brand Relationships.” Journal of consumer psychology 22.1 (2012): 128–142. Web.

*Whan Park, C et al. “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers.” Journal of marketing 74.6 (2010): 1–17. Web.

*Batra, Rajeev, Aaron Ahuvia, and Richard P Bagozzi. “Brand Love.” Journal of marketing 76.2 (2012): 1–16. Web.

Oyserman, Daphna. “Identity-Based Motivation: Implications for Action-Readiness, Procedural-Readiness, and Consumer Behavior.” Journal of consumer psychology 19.3 (2009): 250–260. Web.

Edson Escalas, Jennifer. “Narrative Processing: Building Consumer Connections to Brands.” Journal of consumer psychology 14.1 (2004): 168–180. Web.

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